2012

Post Show Report

$12.4 million is the estimated spend by

visitors at the 2012 Show.

Auckland’s longest running Home Show - tried, tested and proven!

The 2012 Auckland Home Show once again delivered a high return for exhibitors and key stakeholders.

With new marketing initiatives implemented, improved website content for visitors and exciting new Show features, it attracted even more quality visitors than the previous year, with a 5.1% increase in attendance (48,504 visitors).

Visitor quality was evident with 97.9% of visitors planning a renovation or home project.

Furthermore, exhibitor satisfaction was at a high 92.2% for the Show’s overall performance.

The Auckland Home Show continues to be the No. 1 destination for renovators, new home builders and anyone undertaking a home improvement project.

Footnote: Statistics in this Report are from an independant Buchanan Research 2012 survey.

75% of the visitors made a major renovation purchase or

will within 6 months of attending the Show.

$200,000+

$200,000 - 100,001

$100,000 - 50,001

$50,000 - 25,001

Less than $25,000

15.0%6.6%

11.4%18.8%46.7%

High renovation spend

Record breaking Show!

Quality Visitors Attend• 97.9% are planning a building, renovation or

home improvement project.

• They have renovated 1.5 homes in the past.

• They have an average renovation budget of $74,900.

• 18.6% renovate or build at least once a year.

• Their average income is $115,200.

• Their average home value is $681,200.

• 96.3% attend to see the latest building and renovation products.

Visitors Ready to Build/RenovateI am about to start my home renovation 30.6

10.525.3

2.6

I am about to start building my new home

I have commenced my home renovation projectI have commenced building my new home

%

52.8%

51.2%

37.2%

36.7%

36.2%

32.9%

31.5%

21.2%

16.9%

16.1%

13.2%

12.6%

I bought at the Show

Within 3 months

In 3 - 6 months

In 6 - 12 months

Over 12 months from now

21.0%23.0%31.0%36.0%18.0%

Purchases imminentVisitors’ planned projects

Bathroom

Kitchen

Living Area

Furniture / Furnishings

Bedrooms

Heating / Cooling

Roof/Windows

House exterior cladding

Home security

Home entertainment systems

Adding a Room

Pools / Spas

69.1% of visitors are undertaking a major building or renovation project.

Visitors want to see more bathroom and kitchen products at the Show for their renovation.

The average exhibitor ROI onsite and follow up was $130,380.

Exhibitors estimate a further 83% of sales is generated after the event.

NB: Respondants may select more than one answer.

92.2% of exhibitors were happy with the Show’s overall

performance for their company.

Exhibitor SatisfactionQuality of visitors 95.6

97.6

88.9

94.4

Generating brand awareness

Generating high value sales leads

Total number of visitors

%

97.7

84.1

Launching a new product

Making sales at the Show

88.5

84.5

Meeting building trades

Large volume leads

Exhibitors estimate

$53.8 million of business was

generated as a result of the

2012 Show.

96% exhibitor satisfaction from Show

results.

Visitor Likelihood

52.7

51.4

48.4

Bathroom / bathroom products

Kitchens

Heating / Cooling

%

47.2

46.5

Water & energy saving products

Kitchen & Laundry appliances

45.4

43.4

Interiors

Building products

Outdoor 29.927.4Additions / Extentions

Intent to Purchase

Show Performs Well

“We come to the Auckland Home Show to make sales and generate leads. These flow on for 6 to 8 months after the event. It’s exposing our product to a huge number of new customers”

Cuchi Furniture Jeremy Dunlop

“The great thing about the Auckland Home Show is we get to showcase our product in front of a lot of people in a very short space of time. Many of our customers take advantage of great Show deals, but it also drives them back to our showrooms. The perfect complement of sales and leads.”

Hot Spring Spas Aaron Sampson

“We’ve been doing the Auckland Home Show for seven years and we’ll continue to do it each year because it works.”

Auckland Landscape Supplies Mike Bryant

“It’s a great place for branding my product and my business. We’ve been coming for sixteen years and it’s the best place to meet people, get referrals and have people to see the products.”

Absolute Air Conditioning Malcolm Miller

“We come to the Auckland Home Show to showcase our new colour range, support existing clients, seek new clients and drive customers back to our stores.”

Resene Ingel Janssen

“We get the opportunity to both showcase new products and sell at the Auckland Home Show. We get lots of sales at the event and the following three months.”

The Appliance Shed Cherie Kerrison

“For Kitchen Mania this is our fourth year at the Show. The Auckland Home Show is great for timing, it happens at the beginning of Spring when people are wanting to look at renovations and kitchens. We keep coming back because we can showcase our kitchen range to the right audience.”

Kitchen Mania Carl Arnold

Exhibitor Testimonials

A comprehensive and targeted marketing campaign is implemented to reach Auckland homeowners planning a building or renovation project.

The proven campaign attracts quality buyers to the Showwithsignificantbudgetsreadytospendontheir home improvement project.

Marketing to the buyers

The strategic campaign includes:• Prime time TV advertising with high TARP rating, reaching

78% of Auckland people aged 30 - 64;

• Saturation radio advertising across key Auckland stations;

• Show Guide distributed to over 180,000 Auckland homes and 25,000 show visitors respectively;

• Show Wrap in the NZ Herald distributed to 55,000 homes;

• Prominent press advertisements in the The NZ Herald;

• Comprehensive Show website with over 52,447 visits;

• eDM marketing to the Home Show Club - now with over 15,000 members;

• Social marketing via Facebook, with an increase of over 1,000 ‘likes’.

The Facebook campaign reached over 87,000 Auckland renovators.

New marketing initiative - the eDirectory - gave enhanced pre and post Show exposure to exhibitors.

The eDirectory on the Show website was the highest viewed page, excluding the home page, with over 9,000 unique views.

Book your stand for 2013Speak to our team now about a tailored solution for your brand 09 976 8307 aucklandhomeshow@eenz.net.nz

11 - 15 September 2013ASB Showgrounds, Greenlane

aucklandhomeshow.co.nz