22-25 FEBRUARY 2018 ROYAL HALL OF INDUSTRIES & HORDERN PAVILION SYDNEY. post show report
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1 22-25 FEBRUARY 2018 ROYAL HALL OF INDUSTRIES & HORDERN PAVILION SYDNEY post show report
2 2018 wrap up building on our valued, collaborative relationships 330 Exhibitors 5,742 Total Visitor Attendance There is a growing trend of post-show buying Emperia allows you to capture those leads for PAGE 1 life instyle sydney 2018 was a chance to refresh what was offered to the retail industry and build our relationship with the community as we worked more creatively, collaboratively and intimately with you. For your involvement in this campaign, we thank you. This season we partnered with renowned Melbourne design agency, Latitude Group, to create a concept for Sydney that challenged the status quo. Instead of a literal concept, they delivered a modern graphic that could evolve throughout the event theming and support an online marketing campaign in a way that grabbed attention. It also left room to focus on the experience to be had at the event including: a complete floorplan refresh that saw Kids Instyle mixed throughout both halls, custom designed and built dining areas, the launch of Men Instyle and the addition of the Summer Marquee styled by Mr Jason Grant which provided a space for visitors to relax, a decision formed from previous survey feedback. MEN instyle launched with great buzz from both exhibitors and retailers, creating a destination feature area within the main event. This is an area we will continue to grow on the floor in line with the increasing trend in online retail for men s products. Our retailers demand new, and traditionally use the Sydney event as a time to seek inspiration - there has been mixed feedback from the integration of the Kids Instyle and Life Instyle exhibitors and in order to provide the best experience to our community, we will continue to review what is offered. We were so pleased to see the response from you regarding the launch of EMPERIA free lead scan app. Over 80% of you used the app with the most common feedback to include the ability to go back into a scan and edit the notes this is something we have passed onto the digital team who have already implemented. EMPERIA will return again complementary for your use in the Melbourne event. Our marketing campaign included advertising in many new publications and platforms including Hey Gents, Smith Journal, The Local Project and Habitus as well as continuing our relationship with The Design Files, House & Garden and Furnishing International. New to this campaign, we also partnered with some of you to create promotional opportunities and offer the retail community incentives to encourage pre-event registration a concept which we will continue to develop in the future. Some key demographics from our audited registration data that may be of interest to you is: 65% of visitors to Life Instyle were from NSW which is a slight increase on the year prior Our international visitors increased by 4%. 72% of visitors come to Life Instyle to see, touch and feel the quality of products before committing to ordering a key supporting factor in aligning your marketing with a trade event. As we begin work on our MELBOURNE event, we hope your time with us was an enjoyable experience and look forward to working with you for our upcoming campaign. Please feel free to reach out to us at any time to share your experience or suggestions as we continue to evolve and shape the Life Instyle experience. TEAM LIFE INSTYLE
3 VISITOR INSIGHT EVENT STATS: Life Instyle is committed to remaining a premium boutique retail trade event providing a platform for quality home, gift and fashion products with 70% of our visitors stating that attending Life Instyle is important to the growth of their business. This year, we had an unexpected dip in attendance on Thursday whilst Friday, Saturday and Sunday maintained attendance number comparable to the year prior. With this knowledge, we are seeing a trend of Opening day attendance decreasing and will continue to work with you in how we take this forward. On a positive note, we had an increase in acquisition of new retailers with 63% of visitors attending the event for the first time. As a team we will continue to research and stay on top of attendance patterns, with a focal area being a review of lost attendees. With this slight change in attendance the ease of connecting online with tools like EMPERIA and our matchmaking program will help you extend your exhibiting experience beyond the four days of trade. WHO ARE OUR VISITORS: 78% Visitor Satisfaction Rate 62% are Directors, owners or partners of retail businesses 54% of visitors are between the age of % of visitors are looking for mid-range quality products at affordable prices while another 28% are looking for artisan/bespoke products 49% of visitors spend $5,000 or more at Life Instyle 25% of our visiting audience believed exhibitor quality had increased which is a 14% positive change in perception from Sydney 2017 results. VISITOR STATS: Likelihood to attend: 82% (up from 63% in 2017) Importance of attending: 70% (up from 40% in 2017) 33% stayed at the event for 4-6 hours while 34% visited on multiple days 54% of visitors purchased at the event, a 9% increase from 2017, spending $5,000 or less 81% saw something they would buy after the event with 76% contacting the supplier directly 72% OF VISITORS COME TO LIFE INSTYLE TO SEE WHAT IS NEW AND INTERESTING IN THE INDUSTRY WA 2.70% NT 0.32% SA 3.75% vic 12.38% qld 9.26% NSW 65.12% TAS 1.50% NZ 2.91% Other overseas 1.16% ACT 0.88% top 3 importance in attendance reasons: top 3 PRODUCT CATEGORY INTERESTs: TYPES OF VISITORS 1. Discover something new 1. Gift/Homewares 56% Bricks & Mortar 12% Online Retailer 17% Interior Designer / Stylist 2. Discover new suppliers 3. See, touch & feel products 2. Fashion 3. Furniture & Lighting PAGE 2
4 MARKETING ACTIVITY Over 200 key media visited the event Over 20% heard about Life Instyle via contact with current exhibitors through or social media spread the word! ACTIVITY: Paid social media campaign Paid Google search campaign Targeted EDM Campaign to 45,000 DIGITAL STATS: ANNUAL WEBSITE TRAFFIC: 537,826 Pageviews 5,500 handbooks collected at the event. media attendance: Direct Mail piece to 2,000 lapsed retailers 173,373 Sessions Targeted Solus EDM campaign Full page print advertising in Hey Gents and House & Garden Digital advertising with Hey Gents, The Design Files, Smith Journal, Furnishing International, Habitus 113,021 New Users ANNUAL BLOG TRAFFIC: 55,731 Pageviews 26,807 Sessions PAGE 3 EMPERIA STATS: Paid social media campaign 13,301 HANDSHAKES A handshake is when a visitor is scanned by an exhibitor 14,147 SCANS The total amount of scans via the Emperia app over the 4 day event 80% EXHIBITOR ADOPTION RATE The total % of exhibitors who used the app Emperia Lead Scan is an information collection app created by Reed Exhibitions and is free for all exhibitors to use over the course of the 4 day Life Instyle event. The app has been designed with your outcomes in mind and captures the address, business name and contact name of any visitor badge scanned. The data is then available for you to use in real time via your mobile devices where you can input notes about each visitor you interact with. 18,447 New Users SOCIAL MEDIA STATS: 75,401 Instagram followers 15,808 Life Instyle Facebook 6,343 Kids Instyle Facebook 4,576 Twitter followers 5,125 Pinterest followers 9,000 look books printed and delivered to retailers, stylists, interior designers and Media advertised with: men instyle advertised with:
5 exhibitor insights 68% this year s IMPORTANT RESULTS: Exhibitor satisfaction increased from 44% to 66% Likelihood to exhibit again increased from 46% to 63% Visitor quality held the same as 2017 Visitor quantity increased from 33% to 37% of exhibitors believe life instyle attracts the right kind of buyer for them. Life Instyle team customer service was rated at 83% good excellent 79% of exhibitors believe they are very likely to conduct business with visitors met at the event 71% of exhibitors believe Life Instyle is very important to their business 47% of exhibitors felt they mostly met new clients with 32% who felt it was an even mix of new and current clients 89% of exhibitors promoted their attendance at the event via social media; as well as 66% who sent s to their database 41% of exhibitors estimate up to $10,000 worth of business written at the event PAGE 4
6 THEY SAID... PAGE 4 exhibitors: My brand did so well at Life Instyle, I ve finally decided to quit my full time job and completely focus on my business. Mud+Gee I was very happy with the number of orders placed at Life Instyle with my business over the weekend (far exceeding my expectations!). The Purist Collection It is a privilege to exhibit at such an event. As a still relatively new business in the market, Life instyle has more than simply provided a forum to access new stockists and take orders; it is a forum for extending our brand awareness beyond the tradeshow as well as provide market intel to help us grow, develop and evolve our business. Association with such a tradeshow also provides a positive reflection in the market for the brand. dog&boy The Life Instyle team is so amazing, hands down the most supportive team. lük beautifood VIsitors: I always like the high quality of products on display, the innovative way they are presented, and the new designers that are given a chance to present their products. Jenni Jewell Designs Life Instyle is a professional event with a great combination of brands. Leuvia Home Life Instyle is an absolutely wonderful event that we look forward to attending all year. The Cullt Life Instyle is a very inspirational event that creates a buzz within the retail & design industry. It s a great event that brings everyone together. Creative Direction
7 CONTACT us SINEAD KAVANAGH ROSIE OAKSHOTT SENIOR ACCOUNT MANAGER ACCOUNT MANAGER
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