BONANZA! GRAND. Prime Kitchen Market Lead Generation MELBOURNE OCTOBER 2013

Transcription

1 Prime Kitchen Market Lead Generation BONANZA! GRAND DESIGNS LIVE MELBOURNE OCTOBER 2013 To view in Full Screen Mode press Control+L (Command+L for Mac users). To exit Full Screen Mode press escape.

2 WHAT ARE WE PROPOSING? OVERVIEW ABOUT GRAND DESIGNS LIVE WHO IS OUR AUDIENCE? GRAND KITCHEN THEATRE WHY SPONSOR? A WORKING PARTNERSHIP 12 MONTH LEAD GENERATION SYSTEM OPTIONAL SOMOLO MARKETING SYSTEM INVESTMENT OPTIONS MARKETING OVERVIEW CONTACT INFORMATION

3 FOUR HOME SHOWS, ONE EXTRAORDINARY EVENT ABOUT GRAND DESIGNS LIVE SHOW: Grand Designs Live 2013 DATES: Melbourne October 2013 LOCATION: Melbourne Convention & Exhibition Centre, South Bank PROFILE: An official extension of the popular Grand Designs television program, this consumer event brings the concept of innovation and design to life with essentially four home shows in one. Grand Designs Live is an extraordinary event for consumers to gather ideas, inspiration and expert advice from leading industry suppliers across all stages of the building and renovation process to create their own grand design. The Melbourne show was launched in 2012, headlined by Kevin McCloud, the host of Grand Designs UK who was on hand to give consumer expert tips and educate visitors on design trends. The Melbourne show was also hosted by the presenter of Grand Designs Australia, award- winning architect Peter Maddison, who was joined by key Lifestyle Channel talent including Shaynna Blaze, Andrew Winter, Veronica Morgan and Charlie Albone. PARTNERS: Lifestyle Channel Fremantle Media Media 10 UK

4 WHO ARE OUR VISITORS? OUR AUDIENCE 2012 ATTENDEES Melbourne 28,048 Sydney 20,332 The Grand Designs Live visitor is an A to AB home owner (refer to demographic table below) with a healthy disposable income and an appreciation of style an engaged audience seeking information and inspiration for their own Grand Design. REASONS FOR ATTENDING Keep up to date with latest architectural and interior trends. Find new ideas and inspiration. Find new product and suppliers. Gather expert advice on home renovations, building and decorating. WHAT OUR SURVEYS TOLD US 88% of visitors were looking for new kitchen ideas. 87% came for new design tips and ideas. 76% of visitors are likely to return in % of people were satisfied with the Grand Kitchen Theatre. Grade Social class Chief income earner's occupa5on A Upper middle class Higher managerial, administra3ve or professional B Middle class Intermediate managerial, administra3ve or professional

5 GRAND KITCHEN THEATRE OUTCOMES PROPOSED: PRE-SHOW, ONSITE AND POST-SHOW Diversified Exhibitions in collaboration with John Crooks from The Kitchen Design Centre will present a series of cutting edge seminars that will run throughout the event from the dedicated Grand Kitchen Theatre. The 30 sessions (10 each day) will last for around 30 minutes, with time for audience Q & As. The theatre stage will be a state- of- the- art kitchen display from Perennial Kitchens and other sponsors, including stone bench tops, appliances and custom cabinetry. This will be a major draw card and ensure sessions packed with keenly- engaged visitors eager to learn about the latest trends, products and designs available in today s market. Pre-Show Outcomes Page on official website dedicated to the Grand Kitchen Theatre, including premium sponsors logos, 50- word profiles, backlinks. Opportunity for exposure across our social media platforms including Facebook, Twitter, Pinterest, Google+, etc. Platinum Sponsors will receive 50 free tickets for the Melbourne shows, valued at $29.50 each. Discounted customer tickets accessible through a dedicated pre- book code. Onsite Outcomes Logo displayed in the Grand Kitchen Theatre and possibility for product inclusion in the kitchen display if appropriate. Platinum Sponsors will have the opportunity to contribute a topic and speaker for 1 x seminar per day and at that session distribute promotional material. Post-Show Outcomes Sponsors receive directory listings and landing pages with prominent calls to action, tap- to- call buttons and list- building forms in the FREE mobile compatible website/app at GrandKitchenDesigns.com.au* for 12 months. 12 months access to the Grand Kitchen Designs exclusive, sponsors- only online lead generation system via the FREE mobile- website/ app at GrandKitchenDesigns.com.au*. (Viewable on all computers and mobile devices with Internet connections.) *See details on next page» Please note: the Grand Kitchen Designs lead generation mobile web app will not be available until after the close of GRAND DESIGNS LIVE

6 WHY SPONSOR THE GRAND KITCHEN THEATRE? ALIGN YOUR BRAND WITH THE PREMIER HOME SHOW Grand Designs Live represents Quality, Design and Innovation. By aligning your brand with our event you reinforce your brand with these same attributes in the minds of our visitors and your prime target market. ENGAGE KEY TARGET AUDIENCES Align with the keynote speakers and cutting edge topics on Kitchen design and ensure your brand is top- of- mind with our engaged audiences at a time when they re receptive and ready to buy. A CREATIVE PLATFORM TO SHOWCASE YOUR PRODUCTS Showcase your products in- situ within the state- of- the- art kitchen display that forms the backdrop to the kitchen design seminars. STAND OUT FROM YOUR COMPETITORS By partnering with our key kitchen feature your brand will stand out and be seen as providing a welcome level of education and value to our visitors. ENJOY THE BENEFITS OF A POWERFUL, 12 MONTHS LEAD GENERATION SYSTEM All sponsors of the Grand Kitchen Theatre receive 12 months access to the Grand Kitchen Designs Lead Generation System to build your own database for follow- up and tracking.

7 A WORKING PARTNERSHIP Sponsors have the opportunity to send promotions to their consumer databases promoting their partnership and involvement in the event Diversified Exhibitions can provide flyers and DL marketing material for distribution before the show Opportunity to promote Grand Designs Live throughout your retailer outlets/ showrooms Opportunity to utilise Grand Designs Live logo on website or own publications, e- newsletters etc. Please note: style guide must be strictly adhered to. To support Grand Designs Live social media campaigns through their Facebook and Twitter channels. To promote Grand Designs Live through sponsor websites banner advertisement Opportunity for PR exposure supporting the new sponsorship Diversified Exhibitions will provide marketing support in the lead up to the show. Please note any use of the Grand Designs logo in your advertising must gain prior written approval from organisers and media partners

8 GRAND KITCHEN DESIGNS ONLINE 12 MONTH LEAD GENERATION PROGRAM Once the Show s over, it s over for an ENTIRE YEAR! UNLESS you re a Sponsor of the Grand Kitchen Theatre! For our Sponsors, the Show is just the beginning the launch platform for a powerful, interactive lead generation, nurturing and conversion program that works for a whole YEAR for you, targeting highly- qualified, eager leads in your prime target audience. All Grand Kitchen Designs Seminars available online as video replays. Online Directory of Sponsors, including contact details, showroom locations and maps, plus active links to your website. Landing pages for all Sponsors, with lead capture forms (databased for follow- up) and calls- to- action including tap- to- call buttons and auto- responder sign- up forms. Continued next page GRAND KITCHEN ONLINE DESIGNS DOWNLOAD THIS EYE-OPENING FREE 20 PAGE REPORT! Disclaimer: The domain name and website at GrandKitchenDesigns.com.au is owned by John Crooks, not by the organisers of Grand Designs Live. References or images related to Grand Designs Live are used by permission of the event organisers. All enquiries regarding the website and lead generation program should be addressed to John Crooks at or john@johncrooks.com.au.

9 LEAD GENERATION PROGRAM COMPONENTS Lead capture site compatible with all desktop, laptop and mobile devices (smart phones and tablets) no horizontal scrolling or unreadable text! QR codes (Quick Response images) appear on promotional materials and displays link to the mobile/web app and directory. Custom QR codes for Sponsors to use in your own ads and promos link directly to your custom landing page, lead capture forms and call- to- action buttons. OPTIONAL SoMoLo MARKET COMMUNICATIONS SYSTEM Social Networking support monitor and control from one interface. Mobile web site you can maintain and update yourself, easily. Location- based lead tracking and communications by SMS and push notifications 95% open rates, typically within minutes. Event planning, promotion, coupons track attendances, coupon redemptions and much more. Integrated analytics and PDF reports for tracking and evaluation. Facebook pages creator plus more! Contact John Counsel for more information (tel ) GRAND KITCHEN ONLINE DESIGNS Disclaimer: The domain name and website at GrandKitchenDesigns.com.au is owned by John Crooks, not by the organisers of Grand Designs Live. References or images related to Grand Designs Live are used by permission of the event organisers. All enquiries regarding the website and lead generation program should be addressed to John Crooks at or

10 INVESTMENT OPTIONS Option 1: PLATINUM Sponsorship of the Grand Kitchen Theatre $6,950 + GST Product highlighted in Display Dedicated seminar each day Featured in other Seminars Stand-alone Banner Display Logo on DL marketing card* QR code on banner display* Featured in online directory* Landing page in mobile/web app* 12 month lead generation system* Online leads capture database* SoMoLo marketing system Option 1: GOLD Sponsorship of the Grand Kitchen Theatre $4,950 + GST Featured in Seminars Stand-alone Banner Display QR code on banner display* Featured in online directory* Landing page in mobile/web app* 12 month lead generation system* Online leads capture database* SoMoLo marketing system Optional Extra (Integrated Social, Mobile and Location-based market communication system for lead generation, nurturing and conversion.) Option 1: SILVER Sponsorship of the Grand Kitchen Theatre $2,950 + GST Logo on display of Theatre Sponsors QR code on display with logo* Listed in online directory* Landing page in mobile/web app* 12 month lead generation system* Online leads capture database* SoMoLo marketing system * Part of the exclusive GRAND KITCHEN DESIGNS 12 month Lead Generation System On acceptance of sponsorship, sponsors will have first right of refusal (for a period of 30 days following the Grand Designs Live event) to sponsor the Grand Kitchen Theatre for GRAND KITCHEN ONLINE DESIGNS Seminars recorded and replayed online for 12 months as part of Lead Generation site/app Disclaimer: The domain name and website at GrandKitchenDesigns.com.au are owned by John Crooks, not by Grand Designs Live. References or images related to Grand Designs Live are used by permission of the event organisers. All enquiries regarding the website and lead generation program should be addressed to John Crooks at or john@johncrooks.com.au.

11 MARKETING OVERVIEW WHAT HAPPENED IN 2012? In 2012 our campaign was rolled out across a wide variety of platforms including traditional and social media, with an emphasis on engagement with targeted visitors. Television was a key driver of brand awareness through an advertising campaign running within high rating lifestyle, movies, news and current affairs programs on both free to air and Foxtel. The radio schedule included Mix FM, 2UE and 3AW live reads and spot schedules. An interview with Kevin McCloud was also popular on Mix FM with Chrissy and Jane for Breakfast. Our press investment included key titles such as: The Age EGN, Epicure and Life & Style placement Good Weekend The Melbourne Magazine Sydney Morning Herald EGN, Spectrum and Good Living placement The Sydney Magazine A cutting edge social media and digital campaign was implemented with high engagement and consumer- led content. A strong presence on Facebook and blog alongside other platforms including Youtube, Flickr and Twitter, created a social media hub, tying together a fully integrated digital program reaching over 250,000 users. Please note a similar campaign is planned for Full details available on request RADIO A total of 743,000 unique listeners were reached over the Sydney and Melbourne radio campaigns OUTDOOR Over 1 million people were reached on average 3.9 times across the outdoor campaign TELEVISION The TV Campaign reached over 2.9 million unique viewers on average 2.7 times

12 WHO S MAKING IT ALL HAPPEN? Grand Kitchen Theatre Sales John Crooks CKD E: john@thekitchendesigncentre.com.au P: W: Theatre Co- ordinator Vanessa Bertolin E: vanessa@ thekitchendesigncentre.com.au P: Lead Generation System John Counsel E: john@buyermagnets.com.au P: W: Diversified Exhibitions Project Manager Alice Bergin E: abergin@divexhibitions.com.au P: Operations Manager Pedro Gallo E: pgallo@divexhibitions.com.au P: Marketing Executive Subhashani Jayasekera E: sjayeskera@divexhibitions.com.au P: Account Manager Rebecca Varley E: rvarley@divexhibitions.com.au P: