The Build & Renovating Expo by Master Builders took out top honours this week winning the Most Outstanding Marketing Campaign for the Exhibition and Events Association of Australasia 2013 Awards for Excellence gala event at the Sydney Convention and Exhibition Centre.
The award recognises 12 months of targeted research by event organisers, Informa Exhibitions Australia into the residential building and renovating industry in Victoria, to identify what visitors want and how to attract the desired quality and quantity of building trades and owner-builders to the Expo.
Informa Exhibitions Managing Director, Harvey Stockbridge said, “This award acts as another layer of confirmation, that we have once again elevated the Build & Renovating Expo, away from its `Home Show’ origins to become the definitive event for people currently involved or planning, renovating and building projects.
“We love the new channels we have developed to talk with this community; who are thirsty for expert knowledge, advice and answers from reliable contributors and exhibitors. This award recognises the on-going conversation we have started between exhibitors and visitors and we hope this gives new emphasis on reasons to get involved with the show in 2014.”
The EEAA judges commented on the win;
“A great insight-driven campaign that is paying off for the organiser and for the exhibitors in terms of bringing qualified, engaged visitors to the show. It was a well-presented, clear submission that highlighted very well the delivery of the campaign to achieve the ultimate outcome of a new target audience. Excellent use of a fully integrated marketing program across all relevant channels”
With a clear gap in the market for informative shows, targeted to those building or renovating, the 2013 Build & Renovating Expo marketing strategy sought to offer a dedicated event for consumers serious about renovating or building a home.
The show name was also changed based on this research to the short and sharp, Build & Renovating Expo.
The result was a noticeably higher calibre of visitor to the show in 2013 which has cemented the Build & Renovating Expo’s point of difference in the market. Visitors travelled an average distance of 65km to attend; 87% were currently building or renovating, or planning to do so within 12 months; with an average show spend per visitor of $34,579.
The statistics from the last Expo prove the sheer value of the event for those who exhibited and visited. Informa Exhibitions Australia look forward to building on the success to generate a more comprehensive event for the industry when it is next held 4-6 July 2014 at the Melbourne Exhibition Centre.
More information visit www.buildexpo.com.au