Marketing
Our consumer base will hear about us on TV, in targeted parenting magazines and on-line, not to mention when they are out shopping, or at the doctor's, community support centres or out enjoying activities with their kids. Our placement schedules peak prior to each expo, however we also have a 12 month in market presence, ensuring that we remain top of mind and retain our position as the most recalled Parenting Expo in Australia.
Please note: 2012 marketing program information will be added shortly; please use the 2011 program information below as a close indicative approximation of this year's campaigns.
Our 2011 marketing program includes...
Free Ticket Leaflets
We have updated the look of the free tickets to ensure they have impact and cut-through at the many hundreds of targeted distribution outlets we have. Over 2 million free tickets will be distributed in 2010.
TV ads
We have refreshed our TV ads & have secured strong schedules that deliver solid reach and frequency to our core consumer groups. The ads will be shown in the 2 weeks leading up to each expo on Channel 7 & 9 in both peak and off-peak programs.
Sample TV commercial
Online exposure
Our website was re-launched in March 2010 and realised over 150,000 visitors that year. We have further refreshed it in 2011, improving the navigation & increasing the content in line with visitor expectations and requirements. You will note that the website address features prominently in all of our integrated marketing materials, with a call to action "Visit our website to plan your day and for Free Ticket information".
Just prior to the Melbourne 2010 Expo we also launched a new exhibitor area on our website, which proved very popular with our visitors. Exhibitors can gain significant additonal exposure pre, during and post-Expo with 100 words of content, logo, website link and stand reference - which remains live on our site for the duration of the year.
This is completed via a very easy to use online submission form. New content opportunities have also recently been added to this, so you can also now submit information on new products launching, key activities that you will be doing on your stand, any competitions or special Expo only deals, etc. These opportunities are made available to all booked exhibitors & are currently at no charge.
Our consumer database continues to grow every year, with over 70,000 visitors currently registered. Prior to each expo, electronic direct mail newsletters (eNewsletters) are distributed to all of our ExpoFriend members in each state, reminding them about an upcoming Expo, communicating a range of exhibitor offers/news and giving them the relevant state based map & Exhibitor Directory listing, so that they can plan their visit ahead of time. Exhibitors have opportunities to gain inclusion in the eNewsletters based on information provided & at expo activities: experts at stand; new products launching; competitions; expo specials, etc.
We also have a range of web banners that can be utilised on your website to advertise your presence at the expo, directing consumers to your specific stand and to further ensure high awareness and visitation. There are customised web banners and general Pregnancy Babies & Children's Expo web banners available. These can all be linked back to our home page, where consumers can then access a free ticket and specific expo details.
Social media is also a growing component of our online communications - fostering an online community of interested and avid consumers, who assist us and our exhibitor
s in creating excitement and information sharing for each Expo. Our campaigns are continuing to evolve, with Facebook currently our key medium. We have 6 Facebook sites - a general one & 5 state based sites so that we can communicate specifically to each of our markets. Exhibitors are encouraged to post informative content on these sites to promote their involvement at the Expo & to impart valuable information to our fans, which now number over 12,000.
Stay tuned for further updates on our on-line communications, which will incorporate greater opportunities for you to be involved.
View our refreshed consumer website
Print ads
In 2010 we developed a range of print ads as part of an annual branding campaign, directed at our core consumer groups, with these campaigns continuing throughout 2011. The placement of these ads is very targeted & has broad reaching distribution, as outlined below:
- This ad is placed in the Pregnancy Booklet, which is an annual publication, inserted into the Bounty Mother-to-be Bags and sold at newsagents nationwide, reaching 80% of all pregnant women nationally and has a total annual circulation of 223,921. We also have a full colour ad within the Pregnancy & Birth magazine in multiple issues – this is a bi-monthly publication that has a distribution of 30,000 per issue.
- This ad is placed in the Babycare Booklet, which is an annual publication, inserted into the Bounty New Mother Bags and sold at newsagents nationwide, reaching 92% of all new mothers nationally & has a total annual circulation of 230,809. We also have a full colour ad within the Mother & Baby magazine in multiple issues – this is a bi-monthly publication that has a distribution of 90,448 per issue.
- This ad is placed in the Totline magazine, the official magazine of The Playgroup Association, which targets families and carers of 0 to 5-year-olds in country and metropolitan Australia. It is distributed quarterly, direct to all Playgroup Association members Australia-wide, with a combined distribution of over 90,000.
Expo Magazine
New for 2011 is our Create Love Nuture Magazine - launched at the Sydney 2011 Expo
The goal of this magazine is to provide you with extended exposure & a stronger connection with Expo visitors, pre, during and post-expo:
- extends the Pregnancy Babies & Children’s Expo experience from a 3 day event per market, to a throughout the year communication
- multiple mediums enable you to maximise your footprint - visitors engage with you directly at the expo & that messaging is reinforced long after the doors close, via:
- the high quality print magazine given to each visitor at the expo
- together with an on-line magazine available pre & post-expo, with links through to your web site, stockists & contact details and opportunities for the placement of multi-dimensional materials - to give visitors of the expo (your consumers) a richer experience by offering them a high quality, ‘coffee table’ style magazine FREE to keep and take home
Advertising opportunities are strictly limited, so we encourage you to get in early!
Please contact Michael Vanderhelm by either fax on +61 7 3056 3180 or email liblob@me.com for more information or for bookings.
Deadlines are as follows:
View the Introductory Information Pack here