Delivering you more business than ever!

2013Post

Show Report

Image courtesy of BLADE Landscape Design

The 2013 HIA Home Show proved once again why it remains in strong demand.

With over 37,000 visitors attending, exhibitors reported strong trading, despite the weak economic climate.

Visitors were actively seeking building and renovation solutions, with 98.5% undertaking a project with an average budget of over $127,762.

Exhibitor research identified that $22 million worth of business was generated by the Show, with an average ROI of $74,000 per exhibitor.

Furthermore, the Show attracted a strong trade audience with 10% of visitors being registered in a building trade.

The event continues to deliver a strong financial return for all key stakeholders.*All research undertaken by independent researcher, iData

Group.

Quality Buyers!

of visitors were 24.4% $200,000spending over

on their renovation or home build projects.

Up to $25,000$25,001 - $50,000$50,001 - 100,000$100,001 - $200,000$200,001+

38.3%18.0%12.0%

7.3%24.4%

High renovation spend

Quality visitors attend• 98.5% are planning a building, renovation or

home improvement project.

• 30.9% of visitors have renovated 2 or more properties.

• Visitors have an average reno budget of $127,762.

• 10% belong to the building trade.

• 47.59% of visitors own more than one property.

• Average income is $110,900.

• Average home value is $638,000.

55.3%

53.8%

52.5%

36.6%

32.8%

31.7%

30.3%

30.0%

20.9%

17.9%

17.6%

16.6%

12.7%

Within 3 monthsIn 3 - 5 monthsIn 6 - 11 monthsIn 12 - 17 monthsOver 18 months from now

12.7%11.8%27.5%23.4%24.6%

Visitors renovating nowVisitors planning projectsLandscape, patios & decking

Bathroom

Kitchen

Living Area

Furniture / furnishings

Bedrooms

Roof / windows

Heating / cooling

Home entertainment systems

Home security

House exterior cladding

Adding a room

Pools / spas

With 98.5% undertaking a building or renovation project, 52.5% expect to be completed within 11 months.

92.0% of visitors were satisfied with the overall Show.

Exhibitors averaged 78 sales leads to follow up post-Show.

Exhibitors estimate a further 83% of sales are generated

after the event.

Visitors building/renovating %About to start home renovation

About to start building a new home

Commenced home renovation project

Commenced building new home

30.0

19.7

21.3

7.9

Project completion time-frame

88% of exhibitors were happy with the Show’s overall performance.

Follow up business

generated

67% will gain 2 months or more work

34% will gain 4 months or more work

An additional $22 million of

business is anticipated by exhibitors post

Show.

76% of visitors made a purchase at the Show, equating

to a $11.8 million turnover.

Purchase intention highVisitors about to buy

57.8

56.5

42.3

41.9

39.4

35.1

35.2

34.4

17.5

Bathroom / bathroom products

Kitchens / kitchen products

Landscaping / gardening

Flooring

Windows & doors

Kitchen & laundry appliances

Heating & cooling

Products to save water & energy

Furniture & furnishings

%

Show performs stronglyExhibitor Satisfaction

88.3

96.3

97.5

76.8

90.2

100

74.4

71.4

71.2

Overall Show satisfaction

Quality of visitors

Generating brand awareness

Generating high value sales

Total number of visitors

Launching new products

Making sales at the Show

Meeting building trades

Large volume leads

%

“We have been attending the HIA Home Show for nearly 20 years: this event always delivers sales for our business and resellers. The 2013 Show did not disappoint and we exceeded our targets for sales - we will be there again for 2014.”Ashley Stride, Wholesale Accounts MangerJetmaster

“The HIA Home Show provided the perfect platform for our team to interact directly with potential customers and bring our products to life. We are delighted with the results of the Show. We look forward to attending again next year, as always.”Toula George, General ManagerNu-Style Home Improvements

“The HIA Home Show gives us the opportunity to talk directly to our target market. It has doubled our business and we will definitely be exhibiting again in April 2014.”Nicole GrundyInstyle Gates

“The HIA Home Show is a wonderful opportunity for IKEA to connect with consumers who are actively looking to renovate their homes. We look forward to exhibiting again in 2014.”Bianca Speller, Local Marketing ManagerIKEA

Exhibitor Testimonials

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 Melbourne people aged 30 - 64;

• Saturation radio advertising across key Melbourne stations;

• Prominent press advertisements in the The Herald Sun EGN;

• 88-page glossy Show Guide distributed at the Show to over 37,000 households;

• Comprehensive website with over 60,000 unique visits;

• eDM marketing to the Home Show Club - now over 41,000 members;

• Social marketing via Facebook, reaching over 186,000 Melbourne renovators;

• DMs and eDMs to the trade market with over 20,000 invitations sent. New look website - 15.6% increase in traffic

Book your stand for 2014Speak to our team about a tailored solution for your business. 03 9276 5555homeshows@eea.net.au

Thursday 10 - Sunday 13 April, 2014Melbourne Exhibition Centre

hiahomeshow.com.au