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brisbanehomeshow.com.au
2013 Post Show Report
93% exhibitor satisfaction with visitor quality
Image credit: DesignBuild Homes
The 2013 Sunday Mail Home Show was a resounding success, continuing to deliver a strong return for all stakeholders.
Now located at the BCEC, the event saw a 14% increase in visitor attendance with exhibitors reporting a 93% satisfaction in visitor quality.
Visitors were actively seeking building and renovation solutions, with 98.6% undertaking a project with an average budget of $96,268.
Exhibitor research identified that $11.1 million worth of business was generated at the Show, with expected post Show revenue to exceed $22 million.
Furthermore, the Show attracted a strong trade audience with 7% of visitors being registered in a building trade.
The event remains as a premier destination for Brisbane renovators.
*All research undertaken by independent researcher, iData Group.
Quality Buyers!
23.5% $100,000spending over
on their renovation or home build projects.
of visitors are
Up to $25,000
$25,001 - $50,000
$50,001 - 100,000
$100,001 - $200,000
$200,001+
40.8%
24.3%
11.4%
10.3%
13.2%
Visitors’ high renovation spend
Quality visitors attend• 98.6% are planning a building, renovation
or home improvement project.
• 37.0% of visitors have renovated 2 or more properties.
• Visitors have an average reno budget of $96,268.
• 7% belong to the building trade.
• 46.6% of visitors own more than one property.
• Average income is $110,900.
• Average home value is $638,000.
Image credit: kitchen + bathroom TRENDS
63.0%
51.9%
50.8%
34.4%
33.3%
31.0%
25.1%
21.1%
18.1%
17.1%
17.1%
14.1%
12.0%
Within 3 months
In 3 - 5 months
In 6 - 11 months
In 12 - 17 months
Over 18 months from now
8.7%
14.4%
27.4%
21.9%
27.6%
Visitors renovating nowVisitors planning projectsLandscape, patios & decking
Bathroom
Kitchen
Furniture / furnishings
Living area
Bedrooms
Roof / windows
Heating / cooling
Home security
Home entertainment systems
House exterior cladding
Pools / spas
Adding a room
With 98.6% undertaking a building or renovation project,
50.5% expect to be completed within 11 months.
85.2% of visitors were satisfied with the overall Show.
Visitors building/renovating now %About to start home renovation
About to start building a new home
Commenced home renovation project
Commenced building new home
32.3
16.7
25.7
4.4
Project completion time-frame
Exhibitors averaged 57 sales leads to follow up post-Show.
Exhibitors estimate a further 83% of sales are generated
after the event.
83.3% of exhibitors were
satisfied with the Show’s overall performance.
Follow up business
generated
54% will gain 2 months or more work
28% will gain 4 months or more work
An additional
$16.5 million of business is
anticipated by exhibitors post
Show.
37% of visitors made a purchase at the
Show, equating to
a $11.1 million turnover.
Purchase intention high
Visitors about to buy59.1
58.4
53.5
42.8
37.6
35.2
32.3
25.6
19.1
Kitchens / kitchen products
Bathroom / bathroom products
Landscape / gardening products
Flooring
Windows & doors
Products to save water & energy
Kitchen & laundry appliances
Heating & cooling
Furniture & furnishings
%
Show performs stronglyExhibitor Satisfaction
83.3
92.6
93.4
77.4
90.6
85.0
67.6
71.0
71.9
Overall Show satisfaction
Quality of visitors
Generating brand awareness
Generating high value sales leads
Total number of visitors
Launching new products
Making sales at the Show
Meeting building trades
Large volume leads
%
A comprehensive and targeted marketing campaign is implemented to reach homeowners planning a building or renovation project.
This proven campaign delivers quality buyers with significant budgets ready to be spent on their home improvement project.
Marketing to the buyers
The strategic campaign includes:• Prime time TV advertising with high TARP
rating - reaching 60% of Brisbane people aged 30 - 64;
• Saturation radio advertising across key Brisbane stations;
• Prominent press advertisements in The Courier-Mail, The Sunday Mail & The Gold Coast Bulletin;
• 12 page Show Supplement inserted into The Courier-Mail & distributed at the Show;
• Comprehensive website with over 20,000 unique visits in the week leading up to the Show;
• eDM marketing to the Home Show Club - now over 30,000 members;
• Social marketing via Facebook, reaching over 186,000 Brisbane renovators;
• DMs and eDMs to the trade market with over 6,000 invitations sent. Website - 26.0% increase in traffic
Book your stand for 2014Speak to our team
about a tailored solution for your
business. 07 3719 4222
29 - 31 August 2014Brisbane Convention & Exhibition Centre
brisbanehomeshow.com.au
