babyandtoddlershow.com.au

SHOPPING ADVICE LIVE SHOWSENTERTAINMENT

Post Show Report 2014

2 Event Overview

3 Our Marketing Campaign

4 Visitor Snapshot

5 Visitor Experience

6 Visitor Testimonials

7 Exhibitors

8 Exhibitor Testimonials

9 Images from the Show

Contact Details10

CONTENTS

SYDNEY 2014

26-28 September 2014

Royal Hall of Industries & Hordern Pavilion

Admission: $16 Earlybird tickets, $22 per Adult on the door, Children under 16 free

Exhibitors: 176 Exhibitors

Visitors: 15,002 adult visitors

SHOW FEATURES

• Over 170 well-known and boutique exhibitors, featuring thousands of products and services

• The Essential Baby Chillout Zone

• The Bio-Oil Baby & Toddler Seminar Series, covering a wide range of parenting subjects

• Exclusive, personalised consultations with experts at The Advice Hub

• The private and luxurious Woolworths Feeding and Changing Rooms

• The LEGO® DUPLO® Brick Pit

• The Children’s Panadol Learning Lounge

• Purpose-built Pram Trial Track

• Live Children’s Entertainment with Peppa Pig

• The Canon Meet & Greet Station with Ben & Holly’s Little Kingdom

• Facepainting and balloon animals

• Petting Zoo

• Lounges by eBay Bubs’ Corner and Fertility East

• The Renault Racetrack

• The Play Zone

• Brand new Electronic Lead Scanners, designed to generate more leads for exhibitors and easy competition entry for visitors

DAILY VISITOR BREAKDOWN

Friday 3988 – 27%

Saturday 5441 – 36%

Sunday 5573 – 37%

EVENT OVERVIEWThe Essential Baby & Toddler Shows are now in their sixth year and continue to provide a direct response to the needs of the booming baby market. The show provides a stylish shopping experience, expert advice and entertainment, and delivers a great day out pitched at this burgeoning market of contemporary new parents.

The show has grown in scale over the last few years and has now firmly cemented itself as an essential part of the marketing mix for nursery and FMCG brands who want to reach and influence new and expectant parents.

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94,792 Visitors

61,197 Unique visitors

225,230 Page views

19,411 Visits to the Exhibitor Listing Pages

28,000 + Facebook fans

1,043,681 Facebook post views

3680 + Twitter followers

OUR MARKETING CAMPAIGNThe show had a highly focused and extensive marketing campaign valued at $1.5million. The multi-channel campaign comprised national, regional and local marketing elements to ensure we delivered you the very best audience in terms of footfall and quality.

The Essential Baby & Toddler Show has a ticketed entry price of $16 in advance and $22 on the door. This paid for ticket model ensured that visitors made an active decision to come to the show to do their research, gather advice, meet suppliers to the industry, and purchase products for their pregnancy, baby and/or toddler.

EXPOSURE• 3 week television campaign on Channels 7, 9, 10 and

accompanying digital channels

• 8 week re-targeting and digital marketing campaign

• Advertisements, editorial, and inserts in major pregnancy and parenting titles

• Visitor promotion leaflets (200,000) and posters displayed in antenatal clinics, hospitals, crèches, GP’s surgeries, nurseries, retail stores and a number of other targeted locations

• 4 week street team promotion

• Retail partnerships with major baby retailers for point of sale advertising and prizes

• Web alliances, online marketing, social media and email campaigns

• Dedicated show website and mobile site www.babyandtoddlershow.com.au

• Joint promotional partnerships with a number of major brands and sponsors

• Dedicated PR campaign with idea generation & media exposure

• Dedicated facebook page with 28,000+ fans and 3680+ twitter followers

• Newsletters to the Baby & Toddler Show NSW database of over 35,000 parents and parents to be

• Working closely with Mummy Bloggers to promote show content and key attractions

• Electronic Lead Scanners

• 1 week radio campaigns on Smooth FM and 2UE

• Sydney Morning Herald and Sun Herald coverage including press ads and a 4 page pull out Show Guide

• Fencing scrim surrounding the venue and onsite advertising week of & show dates

BABY & TODDLER SHOW WEBSITE

SOCIAL MEDIA

ELECTRONIC LEAD SCANNERS

Website activity in the 3 months leading up to the show

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Over 55,000 additional leads generated for exhibitors

(in the 3 months leading up to the event)

(up 80% on 2013)

15,002 VISITORS DELIVERED TO YOUSTAGE OF PARENTING

42% WERE PREGNANT

AGE6% 21-25 YEARS

25% 26-30 YEARS

41% 31-35 YEARS

18% 36-40 YEARS

10% 40+ YEARS

WORK STAGE

16% HAD A CHILD (3+ YEARS)

7% FRIEND OR RELATIVE

34% HAD A BABY (0-12 MONTHS)

27% HAD A TODDLER (13-36) MONTHS)

HOUSEHOLD INCOME11% >$50,000K

17% $50,000 - $75,000

22% $75,000 - $100,000

33% $100,000 - $150,000

17% OVER $150,000 >

22% ON MATERNITY LEAVE

19% STAY AT HOME MUM

6% WORK AT HOME MUM

53% WORK IN AN OFFICE

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HAPPY CUSTOMERS

ESTIMATED SPEND

35% OF VISITORS HAD VISITED THE SHOW PREVIOUSLY

98% SATISFACTION WITH THE SHOW

93% OF VISITORS WOULD RECOMMEND THE SHOW TO FRIENDS/FAMILY

$2.99M was spent at the show with another $3.52M expected to be spent after the show

85% OF VISITORS WOULD COME AGAIN NEXT YEAR

82% OF VISITORS STAYED FOR OVER 2 HRS

UNDER $100 $101 - $200 $201 - $300 $301 - $400 OVER $400

VISITOR EXPERIENCE

30%7%

8%

37%

18%

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VISITOR TESTIMONIALS

“ This place is the perfect one stop shop, especially for new parents. There are also an impressive variety of information booths ranging from food, to nappies, to pain relief for children of all ages, and more important lots of entertainment for them as well. ˮ - Jennefer Liu

“ It was a lovely way to spend time with my pregnant daughter and her mother-in-law. Great bonding experience. ˮ - Tanya Collett

“ We thought we would only be there a few hours but spent the whole day there! So much to see, learn about and buy, thank you! ˮ - Natalie Murphy

“ As first time parents and attendees we found the experience very informative and helpful! We’ll be back next year! ˮ - Sarah Roberts

“ Absolutely fantastic! The seminars provided great tips and reasured us on what we were doing. The feeding and change rooms enabled us to stay there longer and enjoy the day. Bub was happy all day. ˮ - Richard Sestak

“ Fantastic to have so many products and so much expertise and knowledge in the one place. I would definitely recommend going if you’re pregnant! ˮ - Joanne Mullens

“ I loved the new venue. The split in venue into two areas meant it didn’t feel vast and too busy. It made navigating easier. I love the fact that each area had a play section ie Duplo, play area and the petting zoo. Parking and getting there much more accessible. ˮ - Bonita Song

“ This year was much better than last years show, the venue was a lot larger and I felt that it wasn’t as crowded, which is a huge bonus when there are lots of pregnant mothers, prams and children. ˮ - Rebecca Cho

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EXHIBITORS OUR MOST IMPORTANT ASSETS

78% SATISFACTION WITH THE EVENT!

81% SAID THE SHOW MET THEIR OBJECTIVES

79% HAVE EXHIBITED WITH US BEFORE

43% SAID IT WAS AS GOOD AS OR EVEN BETTER THAN LAST YEAR’S SHOW

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EXHIBITOR TESTIMONIALS

“ The Sydney Essential Baby & Toddler Show has been our best event yet for direct to consumer sales. It’s so wonderful to teach parents about sun-safety & our products in person. They remember our product and become loyal customers & promoters of our brand. We have already booked our stand for next year! ˮ - Richelle Ellis, Bedhead

“ We had a wonderful time at The Essential Baby & Toddler show chatting to so many parents and soon to be parents, and shopping. It’s easy to forget you’re working! ˮ - Tara Armstrong, Smallprint

“ We always have a great time at The Essential Baby & Toddler Show. It is a great platform to start a conversation with new customers and catch up with old ones whilst creating great exposure for our brand. ˮ - Claire Lind, ECOdirect

“ We love participating each year at The Essential Baby and Toddler Show. Unlike other ‘baby’ expos you guys have integrity with the Advice Hub and your other exhibitors. Thank you! ˮ - Renee Adair, Australian Doula College

“ The Essential Baby and Toddler Show in Sydney 2014 was our best show yet. We have exhibited at The Essential Baby and Toddler Shows over the last 3 years and have over the years increased our sales and customers leads. It is now a must in our marketing calendar. ˮ - Juliet Fernandez, For Baby and Up

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IMAGES FROM THE SHOW

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WITH THANKS FROM THE ESSENTIAL BABY & TODDLER SHOW TEAM.WE LOOK FORWARD TO WORKING WITH YOU IN 2015

Fairfax Media Pty Ltd1 Darling Island RoadPyrmont NSW 2009

T 02 9282 2833E babyandtoddlershow@fairfaxmedia.com.auW www.babyandtoddlershow.com.au

NEXT SHOW DATESMELBOURNE: 10-12 April 2015 Royal Exhibition Building, Carlton

SYDNEY: 25-27 September 2015 Royal Hall of Industries & Hordern Pavilion, Moore Park

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