SHOPPING ADVICE LIVE SHOWSENTERTAINMENT

babyandtoddlershow.com.au

10 –12 APRIL 2015ROYAL EXHIBITION BUILDING, CARLTON

THEESSENTIALBABY &TODDLERSHOW

POST SHOW REPORT2015

CONTENTSEvent OverviewOur Marketing CampaignVisitor SnapshotVisitor ExperienceVisitor TestimonialsExhibitorsExhibitor Testimonials The Future Images from the ShowContact Details

EVENT OVERVIEWThe Essential Baby & Toddler Shows are now in their seventh 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.

SHOW FEATURES• More than 140 well-known and boutique exhibitors,

featuring thousands of products and services

• The Essential Baby Chill-Out Space

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

• Exclusive, personalised consultations with experts at The Advice Hub

• The luxurious Huggies Changing Room and Private Feeding Room

• The LEGO® DUPLO® Play Area

• Children’s Panadol Midwife and Mum Time Lounge

• Purpose-built Pram Trial Track

• Live Children’s Entertainment with Nick Jr.’s Dora the Explorer and Play Along with Sam

• Lounges by Nick Jr. and Nick Jr. Parents

• Face painting and balloon animals

• Petting Zoo

• Soft Play Zone

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

DAILY VISITOR BREAKDOWNFriday 2917 – 28%

Saturday 4271 – 41%

Sunday 3201 – 31%

MELBOURNE 201510-12 AprilRoyal Exhibition Building, Carlton

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

Exhibitors: 142 Exhibitors

Visitors: 10,389 adult visitors

OUR MARKETING CAMPAIGNThe 2015 marketing campaign consisted of TV, cinema, radio, magazine, newspaper, PR, digital and social media elements, and was was valued at more than $1.5m. The curated marketing mix allowed us to ensure that we delivered the best quality audience. The Essential Baby & Toddler Show had a ticketed early

bird entry price of $16, and $22 if purchased at the door. This ticketing model meant that visitors made an active decision to attend so they could do their research, gather advice, meet suppliers to the industry, and purchase products for their pregnancy, baby and/or toddler.

• A dedicated show website babyandtoddlershow.com.au

• A three-week TV campaign on free-to-air TV

• A two-week cinema campaign over the Easter school holidays

• Joint promotional partnerships with sponsors and other major brands, incorporating digital and print advertising, social media and database marketing

• AM (3AW) and FM (Smooth) advertising partnerships

• Print campaign in The Age worth more than $1.07m, including a four-page event guide

• 12 week digital and retargeting campaign via Fairfax Media assets and external websites

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

• 175,000 leaflets and posters displayed at antenatal clinics, hospitals, child care facilities, GPs, maternal health centres, retail centres

• Three-week street team promotion

• A targeted letterbox drop promotion

• Eight-week PR campaign

• Outdoor signage at the Royal Exhibition Building one week prior to the Show

EXPOSURE

THE ESSENTIAL BABY & TODDLER SHOW WEBSITE

ELECTRONIC LEAD

SCANNERS

47,700+additional leads

generated for exhibitors

SOCIAL MEDIA 31,800+ Facebook fans

(up 70% from 2014)

1,048,156 Facebook post views (in the 3

months leading up to the event)

3,900+Twitter followers

Website activity in the 3 months leading up to the show

78,683 Sessions

53,732 Users

155,817 Page Views

12,978 Exhibitor Listing Views

OUR VISITORS, YOUR CUSTOMERSSTAGE OF PARENTING

WORK STAGE

52% were pregnant

55%work in an

office

7%work from

home

16%stay-at-

home mum

19%on maternity

leave

25% had a baby (0-12 mths)

17% had a toddler (13-36 mths)

9% had a child (3 yrs +)

10% friend or relative

AGEUNDER 21 21–25 YEARS 26–30 YEARS 31–35 YEARS 36–40 YEARS 40+ YEARS

1% 8% 28% 36% 16% 12%

HOUSEHOLD INCOME

<$50,000$50,001- $75,000

$75,001- $100,000

$100,001- $150,000

$150,001+

10% 17% 21% 25% 14%

VISITOR EXPERIENCE

HAPPY CUSTOMERS

22%have attended

before

81% likely to

attend next year

74% stayed for two hours or more

93% would recommend the Show to friends/ family

ESTIMATED SPEND

$2.3M40%

27%

16%6%

11%

was spent at the show with another $3.7M expected to be spent after the show

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

VISITOR TESTIMONIALS

As an expecting mum, this was fantastic to be able to look, touch and compare prams, pillows, basically everything without having to go to hundreds of shops. Absolutely fantastic experience!!

SAMANTHA CORCORAN

A very enjoyable afternoon outing for a mother and daughter to find out more about new products.

MAUREEN TERRY

The show is a great day out and gives first time mums a real feel for parenthood.

BAHAR UGURLU

I crossed off most of my shopping list at the Show! Bottles, pram, nappies and thermometer done and dusted. It was good to get everything sorted under one roof and for a great price too!

ANGIE NG

A fun and informative show assisting both my profession (maternal and child health nurse) and personally as we are expecting our first grandchild this year.

CLAIRE POWELL

It was an exciting time for myself and my wife. We enjoyed the friendly vendors and staff who were very knowledgable and provided valuable education for us as first time parents.

MARK MOLLOY

Despite being horrendously late I really enjoyed my time at the show and look forward to going next year to get the full benefit. I liked the light, bright hall, the wide corridors for many prams, the variety of stalls and the very happy traders on a later Sunday afternoon. I’m just sorry I was unable to attend earlier.

JULIE WOODS

I came along with my wife we are expecting our first baby and I was surprised how much I learnt and enjoyed the expo, great discounts and lots of samples were great to introduce us to many products and brands.

BRYAN PHILIPS

““

EXHIBITORSOUR MOST IMPORTANT ASSETS

62% SATISFACTION WITH THE EVENT

61% SAID THE SHOW MET THEIR OBJECTIVES

78% HAVE EXHIBITED WITH US BEFORE

80% WERE VERY SATISFIED WITH THE NEW ELECTRONIC LEAD SCANNERS

81% WERE IMPRESSED WITH THE QUALITY OF VISITORS

89% WERE IMPRESSED WITH THE QUALITY OF OTHER EXHIBITORS

EXHIBITORTESTIMONIALS

Our expectations were certainly exceeded at the 2015 Baby & Toddler Show. From a brand exposure, sales and quality of the Show and other exhibitors point of view, we are very happy with the result. Look forward to being back in 2016.

KIM PHILLIPS, LITTLE TURTLE BABY

An incredibly friendly and open way to chat with potential clients that we may not have reached with our traditional methods of marketing. Being a business built on word of mouth, we loved speaking directly to mums and dads about what we do.

KELLY JORDAN, KELLY JORDAN PHOTOGRAPHY

Surrounded by wonderful exhibitors, with great support from the events team, and upmarket clientel, we had a ball at the 2015 Baby & Toddlers Show. We are confident our experience will reinforce our branding and that parents will support our committment and passion for providing quality music programs for their childrens development.

NICOLE SIMPSON, HEY DEE HO MUSIC

It was great to see so many people who discovered Difrax at the show last year and came back this year to get some more!

SARAH RYAN, DIFFRAX

Always a great show, looking forward to next year!

SARAH BROWN, SIGVARIS

““

THE FUTURE

WE’RE HAVING ANOTHER BABY

Thanks to everyone who completed our Exhibitor Survey. Over the next few months we will be taking your feedback into account and working on ways in which we can improve the show, to make both the exhibitor and visitor experience even more enjoyable.

We’re excited to announce the return of The Essential Baby & Toddler Show to Brisbane in 2016. Just like planning a family, timing is everything.

Fairfax’s recent investment in the show allows us to leverage Essential Baby, Essential Kids and the broader Fairfax audience to deliver record attendees and even stronger marketing opportunities across our events. Fairfax will provide significant additional

promotion, accelerate expansion and drive greater return for our partners through the establishment of an integrated multi-platform event offering.

With the addition of our new Brisbane show, we’re delighted to now be able to offer exposure to the parenting market for our exhibitors and partners, across the entire Eastern Seaboard.

FREE ADMISSIONThe re-evaluation of our ticketing model is the first of a suite of initiatives we will be rolling out for the Show. In response to visitor and exhibitor feedback, for all future events we will be moving to a free ticketing system, where attendees who register prior to Event Weekend are able to attend the Show for free.

Free admission will give parents and young families unprecedented access to information, advice, products and entertainment, and will provide critical mass for our sponsors and exhibitors operating in the high-growth baby market.

The location of our events and our highly targeted and geographical marketing campaigns will ensure that we continue to attract a premium audience for our exhibitors and sponsors.

IMAGES FROM THE SHOW

THE ESSENTIAL BABY & TODDLER SHOW TEAM

WITH THANKS FROM

The Essential Baby & Toddler Show is organised by: Fairfax Events, 1 Darling Island Road, Pyrmont NSW 2009 P 02 9282 1265 E babyandtoddlershow@fairfaxmedia.com.au W babyandtoddlershow.com.au

WE LOOK FORWARD TO WORKING WITH YOU IN 2016

SYDNEY25-27 SEPT 2015 ROYAL HALL OF INDUSTRIES

& HORDEN PAVILLION

BRISBANE4-6 MARCH 2016

BRISBANE CONVENTION & EXHIBITION CENTRE

MELBOURNE1-3 APRIL 2016

ROYAL EXHIBITION BUILDING, CARLTON

babyandtoddlershow.com.au