Visitor Satisfaction & Commitment

(product, brand and service health check)

2

Key Performance Indicators (KPI’s)

3

Q. How many months pregnant are you? Base = pregnant visitors (n: 655)

Two thirds of visitors were pregnant, of which, 98% were by 3 or more months

Q. Which of the following statements best describes you?

4

61% were very enthusiastic to attend

Q. Once you found out that The Baby Show was taking place, how enthusiastic were you to attend?

46%

15%

23%

8%5%

2% 0% 0% 0% 0%

10 - Veryenthusiastic

9 8 7 6 5 4 3 2 1 - Not at allenthusiastic

2011 2012 2013 201461% can be regarded as VERY enthusiastic

(52% in 2013; 61% in 2012)

5

Expectant/ Recent father are significantly less enthusiastic to attend the Baby Show

Q. Once you found out that The Baby Show was taking place, how enthusiastic were you to attend?

46% 47% 44%52%

26%

53%

15% 16% 21%14%

10%

18%

All visitors Currently pregnant(n:657)

Have given birth inthe last 3 months

(n:61)

Have given birth inthe last year (n:114)

Expectant/ Recentfather (n:91)

Expectant/ Recentgrandparent (n:45)

9 10 - Very keen

Average (out of 10): 8.8 8.8 8.9 9.0 7.9 8.9

6

90% of visitors had a positive experience at the show

Q. How would you rate your experience at The Baby Show?

90% can be regarded as positive experience

(vs. 87% in 2013; 88% in 2012)

MARKETING LEADING

(8+ out of 10)

ADEQUATE (7 out of 10)

CAUSE FOR CONCERN

(<7 out of 10)

In customer satisfaction terms…

Overall show rating – VISITOR RATING (100)

2nd quartile event

(but borderline 1st quartile)

1% 0% 1% 1% 1%4% 5%

12%16%

12%

48%

0 - Not atall likely

1 2 3 4 5 6 7 8 9 10 -Extremely

likely

8

Net promoter score of +47 (+38 in 2013)

Significant year on year increase in NPS

Q. How likely is it that you would recommend The Baby Show to a friend or relative who is expecting or has recently had a child?

Consumer NPS for 2014 between

+22 to +47

9

88% are likely to return in future

Q. How likely would you be to visit The Baby Show in the future?

88% likely to return in future (84% in 2013; 86% in 2012

83% in 2011)

10

KPI modelling

8% MERCENARIES

11

86% of visitors are classified as ‘apostles’, 34% ‘ultra loyalists’

86% APOSTLES

2% HOSTAGES

4% DISAFFECTED

Loya

lty

High

Low

Satisfaction Low High

Of which 34% ULTRA LOYALISTS*

* New measure for 2014

12

Other research results

13

83% decided to visit 1 month or more before the show

BUT ONLY 57% purchased tickets during this period (same behaviour as previous years)

83% decided to visit 1 month or more before the show

Q. When did you decide to visit the show?

4%

2%

0%

1%

1%

1%

2%

3%

3%

5%

5%

8%

8%

8%

14%

21%

62%

I attended on my own

Other

Parent(s)/Guardian(s)

Work colleague(s)

Father-in-law

Brother(s)

Grandparent(s)

Father

Other family

Mother-in-law

Son(s)/Son-in-law(s)

Sister(s)

Children

Daughter(s)/Daughter-in-law(s)

Friend(s)

Mother

Partner

14

Most likely to visit the show with their partner

Q. Who did you visit the show with?

15

35%

39%

19%

74% of visitors attended the show by car or train

Q. What was your main form of travel to the show?

16

Significantly less people visited on Sunday when compared to 2013 research

Q. How many hours did you visit the show for on each day? – EACH DAY

44% in 2013

Visitors spent on average more than 4 hours each day at the show

(Sunday highest average dwell time)

17

Average time spent: 4 hours 25 minutes 4hrs 19 minutes 4hrs 39 minutes

Visitors spent on average more than 4 hours each day at the show

Q. How many hours did you visit the show for on each day?

18

65% spent as long as they had intended to at the Baby Show

Q. Did you plan to spend more or less time at the show before you arrived?

Planned to

spend more

time at the show

Planned to

spend less time

at the show

17% 18%

I stayed as long as I had intended to,

65%

19

31% heard about this year show by word of mouth

Q. How did you hear about the show THIS year?

NB: all other options 2% or below

Other: Recommendation , Email, Mothercare, Emmas diary

20

On average, visitors were motivated by 5 reasons – key motivators surround products and prices

Q. Which of the following motivated you to visit the show?

21

Top 3 objectives for visiting the show by statements

Q. Which of the following motivated you to visit the show?

To find exclusive product offers

Buy baby products at an improved price (compared to the high street/internet)

To view products that I have researched in advance

Currently pregnant Have given birth in the last 3 months

To find exclusive product offers

Buy baby products at an improved price (compared to the high street/internet)

Find new products

Have given birth in the last year

To find exclusive product offers

Buy baby products at an improved price (compared to the high street/internet)

Find new products

To find exclusive product offers

Buy baby products at an improved price (compared to the high street/internet)

To view products that I have researched in advance

Expectant/ Recent father Expectant/ Recent grandparent

To find exclusive product offers

Buy baby products at an improved price (compared to the high street/internet)

Find new products

To find exclusive product offers

Buy baby products at an improved price (compared to the high street/internet)

To view products that I have researched in advance

ALL visitors

22

Product offers/ discounts remains main reason for visiting the show

Q. What was the main reason for you attending this year’s Baby Show?

NB: all other options 0%

Significantly higher amongst currently pregnant

9%

14%

20%

26%

34%

35%

39%

45%

59%

62%

68%

There was a good amount of catering available

There was a wide range of maternity products to look at and buy

There was a great range of information and advice about pregnancyand birth

I did/ saw things at the show that I couldn't have done/ seen anywhereelse

The freebies and vouchers/ coupons were valuable

There were interesting and innovative things to see there

I got expert product information on the items I wanted to buy

The prices of the products available were competitive

There was a broad range of baby products to look at and buy

It was a good day out

It was worthwhile attending

Apply to the show

23

Strongest levels of agreement surrounds visitor experience and range of baby products

Q. Which of the following statements do you think apply to the show?

24

10%

2%

4%

9%

14%

15%

26%

41%

52%

None of these

Other

The Baby Show Blog

Social Media updates (on Facebook,Twitter or Instagram)

Discount vouchers for products

Emails sent by The Baby Show team

Signs around the show

The Show Guide

Baby Show website

90% of visitors used one of the Baby Show visitor tools – Website and Show Guide key tools used

Q. Which of the following did you use to help you get the most from your visit to The Baby Show?

25

Q. Did the show guide help you find everything you needed at the show?

Yes , 81%

No, 10%

Not sure/ Don’t know, 9%

Q. Did you visit any of the exhibitor stands at the show because you saw their advertisement in the show guide?

Yes , 52%

No, 39%

Not sure/ Don’t know, 10%

81% used the Baby Show guide, 52% visited an exhibitor owing to their inclusion in the show guide

26 5%

14%

2%

2%

4%

7%

9%

10%

10%

14%

17%

18%

19%

21%

23%

27%

27%

34%

45%

57%

I didn't buy any products at the show

Other products

Antenatal/Other classes

Childcare website subscriptions

Beauty products

Maternity fashion/clothing

Photography sessions

Monitors

Over-the-counter medication and healthcare

Books

Nappies and wipes

Carriers and slings

Changing bags

Nursery furniture

Fashion (Baby/Toddler)

Toys

Car seat

Buggies, pushchairs and prams

Food/Feeding products

Accessories

95% of visitors made purchases at the Baby Show

Q. Which products did you buy at the show?

4%6%

7%

11%

16%

19%

5% 5%

11%

4%6% 7%

1%0%

Up to £20 £21 - £40 £41 - £60 £61 - £100 £101 -£200

£201 -£500

£501 -£600

£601 -£750

£751 -£1,000

£1,001 -£1,250

£1,251 -£1,500

More than£1,500

Not sure/Don’t

know

I didn’t buy any

products at the show

27

Average value of at-show purchases per visitor is £546 (£436 in 2013; £404 in 2012)

(excluding those who coded ‘Not sure/ Don’t know’ and ‘I didn’t buy any products at the show’)

Year on year increase in average spend at The Baby Show

Q. What is the estimated value of purchases you made at The Baby Show?

27%

4%

1%

3%

3%

3%

4%

5%

6%

9%

11%

12%

13%

14%

14%

16%

16%

18%

20%

21%

I don’t intend to buy any products after the show

Other products

Childcare website subscriptions

Antenatal/Other classes

Beauty products

Maternity fashion/clothing

Over-the-counter medication and healthcare

Books

Photography sessions

Fashion (Baby/Toddler)

Changing bags

Monitors

Toys

Accessories

Nappies and wipes

Carriers and slings

Car seat

Nursery furniture

Food/Feeding products

Buggies, pushchairs and prams

28

73% intend to make a purchase as a result of seeing it at the Baby Show

Q. Which products, if any, do you now intend to buy as a result of seeing them at The Baby Show?

Buggies, Pushchairs and Prams 20% Nursery Furniture 19% Food/Feeding Products 19% Accessories 16% Toys 15%

Top 5 in 2013

29

Average value of at show purchases: £458 £507 £292 £263 £440 £452

Highest mean spend amongst ‘currently pregnant’ visitors

Q. What is the estimated value of these items?

30

Products and discount/prices key highlights

Q. What were your top three highlights of the show?

31

Midwifes

Pregnancy

& birth

Baby

Pregnancy

topics

Dr Robert Winston

hypnobirthing

Health visitors

‘Mamas&Papas’ and ‘Mothercare’ key brands expected at the show

Q. What brands/ experts would you like to see at future shows to answer your questions on …

Breastfeeding

More

clothing

More

nappies

Organic and

natural products

More toys

32

Visitor profile

1%8%

28%

38%

16%

4% 2% 3% 1%

18 - 20years old

21 - 25years old

26 - 30years old

31 - 35years old

36 – 40 years old

41 – 45 years old

46 – 50 years old

51 – 60 years old

61 + yearsold

33

Q. Please can you tell us how old you are?

Q. Are you...

4%

96%

96% of visitors were female, average age amongst 33 years old

34

64% of visitors are expecting their first child

Q. How many children do you currently have?

35

Ages of children in family

Q. What are the current age ranges of your children?

36

63% of visitors are currently working ahead of maternity leave

Q. Which of the following best describes your currently working status?

37

Key findings

38

• In customer satisfaction terms, The Baby Show Olympia remains a ‘market leading’ event

Audiences with highest customer satisfaction scores:

Those who have recently given birth

Those who have made a purchase at the show

• Year on year KPI measures stable or increased

Encouragingly upward shift in ‘top box rankings’

NPS significant increase compared to 2013 (+47 vs. +38)

• Motivators to attend in-line with previous years and product/ price led;

Buy baby products at an improved price 58%

To find exclusive product offers 58%

Find new products 49%

Key findings

If you have any questions, please contact: Thiago Alves Senior Business Development Manager DL: +44 (0) 20 7384 8125 E: Thiago.alves@clarionevents.com