SPASA points to the extensive experience of AEE staging the pool and spa expos in Sydney and Brisbane which under their guidance have recorded a 25 per cent increase in attendance in 2017. AEE had also managed the successful Melbourne expo for many years.
AEE managing director Noel Gray says they look forward to working with the local industry to maximise the success of the Adelaide expo.
“Under the SPASA Australia banner we will be bringing the same marketing expertise that has been so successful in other states and look forward to generating additional sales results for exhibitors at the show,” he says.
Lindsay McGrath CEO of SPASA Australia says that the move to a summer show from the historical winter show in Adelaide is to target sales at the height of consumer demand.
“The SA show offers a cost effective sales and marketing option for businesses to interact directly with consumers who are ready to buy a pool or spa,” he says. “Appointing AEE is one more step to improving the return for businesses investing in the show,” he says.
The show name will be changed to the Pool Spa and Outdoor Living Expo to enhance the scope of the event for visitors by introducing more outdoor and landscaping products that are an integral part of many pool and spa installations. New marketing material will be produced which will be consistent with the other states and the visitor promotion campaign will be revamped to bring it into line with the successful campaigns from other states.
The expo has also been brought forward to March 24-25 to capitalise on the increased interest for pools and spas during the hotter summer months. A similar strategy by AEE for the Sydney show several years ago saw a dramatic increase in attendance when the show was moved from May to earlier in the year. It provides new customers with sufficient time to make their decision, obtain permits and have their pool or spa installed in time for the following summer holiday period.
Enhanced media campaign
For the new expo they plan an extensive advertising campaign to reach all corners of the Adelaide metro and regional market, targeting the 25-65 demographic. This includes:
• New creative for TV, radio and press ads;
• Prime time TV advertising with the highest target audience rating points (TARPS) of any pool show campaign in Australia;
• Premium spots and sponsorships on top rating radio and press;
• Google AdWords and remarketing campaign;
• Social media campaign on Facebook and high traffic sites;
• New website and online ticket purchases.
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