Sydney Home Show

SHOW REPORT
Delivering you a quality
audience ready to spend
Image courtesy of Zenith Home Designs
THE HIA HOME SHOW
Sydney’s largest home improvement event
cements it’s position as the premier destination for
homeowners and trade.
Visitors are actively seeking the latest renovation
and building products, with 98.1% planning a
project with an average budget of $170,000.
91.4% of exhibitors are satisfied with the Show’s
overall performance. Each exhibitor receives an
average of 109 leads and over $38.5 million in total
business is generated by the Show.
The continued support of the HIA ensures a strong
trade audience is present, with 11% of attendees
registered as a building trade member.
More than 1/3 of visitors are spending in excess of
$100,000 on their renovation project, confirming the
Sydney HIA Home Show delivers a quality audience
ready to buy.
All statistics are based on research compiled by iData Group.
Visitors’ high renovation spend
29%
Up to $25,000
18%
$25,001 - $50,000
15%
$50,001 - $100,000
11%
$100,001 - $200,000
27%
over $200,000
The homeowner profile
• 98.1% are planning a building, renovation or home
improvement project.
• 38.3% of visitors have renovated 2 or more
properties.
• Visitors have an average reno budget of $170,000.
• 11% belong to the building trade.
• 46.6% of visitors own more than one property.
• Average income is $126,000.
• Average home value is $812,000.
QUALITY
VISITORS
ATTEND
VISITORS’
READY TO
RENOVATE
Visitors are renovating now
Project status - %
About to start home renovation
34.9
About to start building new home
16.9
Commenced home renovation
20.5
Commenced building new home
6.0
Project completion timeline
58.6% of visitors
will have their
project complete
within 11 months
Within 3 months
10%
3 - 5 months
16%
6 - 11 months
32.6%
12 - 17 months
21.4%
Over 18 months
20%
VISITORS SEEK YOUR PRODUCTS
Visitors’ planned projects
Outdoor
60%
Bathroom
58%
Kitchen
57%
Living area
43%
Furniture & furnishings
40%
Bedrooms
36%
Roofing & windows
35%
Heating & cooling
31%
Home technology
25%
House exterior cladding
25%
Adding a room
21%
Pools & spas
16%
Image courtesy of Aurora Wood Fires
VISITORS’ READY TO BUY
Need to purchase now
OUTDOOR PRODUCTS
60%
BATHROOM PRODUCTS
58%
KITCHEN PRODUCTS
57%
POOLS & SPAS
16%
ROOF & WINDOWS
35%
HOME TECHNOLOGY
25%
HEATING & COOLING
31%
HOME FURNISHINGS
40%
Visitors spent approximately
$18.4 million on orders and
purchases at the Show.
EXHIBITORS
GET
RESULTS
•
Launching new products
Generating brand awareness
93.3
97
Quality of visitors
90.4
Total number of visitors
95.2
Overall Show satisfaction
91.4
Generating high value leads
90.6
Making sales at the Show
80.8
Meeting building trades
85.3
72% of exhibitors gain 2 months or
more work.
• Exhibitors average 109 sales leads to
follow up post-Show.
•
High exhibitor satisfaction - %
91.4% of exhibitors are satisfied with
the Show’s performance.
Large volume leads
91
TARGETED MARKETING
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. The strategic campaign includes:
Prime time TV advertising with high TARP rating - reaching 60% of Sydney homeowners
aged 25 - 54.
Mainstream radio advertising across key Sydney FM stations.
Comprehensive website with over
44,000 visits in the week leading up
to the Show.
Prominent press advertisements in The Sydney Morning
Herald and the Daily Telegraph.
eDM marketing to the Home Show
Club - now over 34,000+ members.
96 page Show Guide magazine distributed to all visitors at
the Show.
Social marketing via Facebook,
reaching over 23,000 NSW
renovators.
DM & eDM marketing to the building trade - over 8000
invitations sent.
F
Mobile application for iPhone &
Android with over 2,000 downloads.
BOOK YOUR STAND
NOW FOR 2016
p: 03 9276 5555
e: [email protected]
w: sydneyhomeshow.com.au
THURSDAY 26 - SUNDAY 29 MAY 2016
THE DOME, SYDNEY SHOWGROUND, SYDNEY OLYMPIC PARK