Post-Show Report 2014
Executive Summary New Zealand s favourite culinary extravaganza had another excellent year in 2014, attracting large crowds of qualified visitors, primed and ready to buy. New features and new sponsors kept the shows fresh and excitement levels high. Overall visitors and exhibitors expressed high levels of satisfaction. Overall key results Location Dates Venue Stands Visitors Visitor spend Christchurch 4 6 April 2014 Horncastle Arena 100 9,172 $1,311,596 Wellington 9 11 May 2014 Westpac Stadium 141 16,457 $2,468,550 Auckland 31 July 3 August 2014 ASB Showgrounds 286 32,018 $5,699,204 Totals 527 57,647 $9,479,350 527 57,647 $9,479,350 total stands total visitors total visitor spend (estimated) All our visitor and exhibitor surveys are conducted independently by specialist research company Fresh Info (www.freshinfo.co.nz).
Executive Summary continued Visitor results The Food Shows attracted 57,647 visitors in 2014 who spent an estimated $9,479,350 an average spend of $164 per visitor. Almost all of them (97%) purchased products at the shows, and 90% had their purchasing awareness affected. Half of all visitors (50%) spent more than $100 at the shows. They were mostly female (70%) and aged between 25 and 54 (67%). Most came to sample new products (90%), purchase products (77%), and get new ideas (70%). They were mainly interested in cheeses and dairy (65%), condiments, dips, and sauces (53%), and meat, game, and poultry (52%). However, 2014 saw a sharp rise in the percentage of visitors interested in coffee (from 40% in 2013 to 50% in 2014), and a strong interest in health and diet foods (30%). $164 average spend per visitor 70% female visitors 77% visited to purchase products Exhibitor results A total of 527 exhibitors across all three shows made an average of $6,269 in on-site sales and 36% of them made on-site sales over $5,000. They gathered an average of $11,635 in sales leads and 11% gathered sales leads worth more than $20,000. They participated mainly to sell products (83%), educate their market (71%), and position their companies (67%). Overall, 84% of exhibitors met their objectives at the show, with 11% still measuring their results at the time of survey. They rated most aspects of the shows as very good or excellent, especially North Port Events staff (85%), pre-show communications (81%), and security (79%). Overall, 76% were happy with the way the show was marketed. $ 6,269 84% $ 11,635 average on-site sales per exhibitor met objectives average value of sales leads
Executive Summary continued $2,440,838 PR value achieved Advertising and public relations Extensive advertising and PR activities paid off handsomely in 2014 with a total advertising value of $1,004,481.50 achieved (up 5.2% on 2013) and a massive PR value of $2,440,838 (up a huge 54% on 2013). Website and online An average of 73% of visitors used The Food Show website before they attended any of the shows, and 68% rated the site as very good to excellent. Website visits were up 6% on 2013, while unique visitors, and page views were also up (by 16% and 1.5% respectively). Our e-newsletter achieved a strong average open rate of 28.15% and we grew our database by an incredible 60% through clever campaigns. 73% of show visitors used the Food Show website 68% rated the site as very good to excellent 28% average open rate for e-newsletters 60% growth in e-newsletter database We increased our Facebook likes by 33.5%, clocked up 1,779 Twitter mentions, and gained more than 500 Instagram followers. 33.5% increase in Facebook Likes 1,779 Twitter mentions 500 Instagram followers gained
Sponsors & Special Features We leveraged the fame and popularity of The Food Show to attract several new, premium sponsors in 2014 more sponsors, in fact, than the show has ever attracted before. We also worked hard alongside our sponsors and exhibitors to create world-class, innovative features and zones that promoted their brands, amped up the excitement, and kept the show fresher than ever. Whirlpool Cooking Theatre: new sponsor The heart of The Food Show and our most popular show feature got a new sponsor this year. About 40% of visitors come to the show specifically to see celebrity chef demos. Genesis Energy: new sponsor Our new official energy sponsor was proud to be a main ingredient at The Food Show this year. The Genesis stand offered tasty Food Show treats to energise visitors, plus giveaways, prizes, and great show specials on electricity, natural gas, and LPG. Heritage Hotels: new sponsor Our official accommodation sponsor offered excellent exhibitor and visitor accommodation rates and packages, and showcased its sustainable and nutritious food offerings. Diners Club NZ: new sponsor and feature (Auckland only) The Diners Club VIP Lounge provided a welcome oasis where visitors could relax in comfort and enjoy complimentary wine and beer samples, free Nespresso coffees, cooking demos from celebrity chefs, and more, as part of the VIP Premium Experience. Intrepid Travel: new sponsor and feature Our new registration and ticketing prize sponsor provided a premium destination and culinary food experience prize for all visitors who purchased tickets online or registered onsite at the shows. Sponsor VIP sessions: new feature We enabled all our sponsors to invite selected guests to a special VIP function, adding value for sponsors, providing an exclusive opportunity for their guests, and benefiting all exhibitors by attracting more trade and high-end buyers to attend the shows. Kenwood: new game show feature Celebrity guests, world-class chefs, free coffee, sharp deals on kitchen appliances, and a whole host of fun at the Kenwood stand this year. It was a star-studded line-up as New Zealand celebrities and local chefs competed in Kenwood s New Generation Game. Based on the muchloved classic British game show, the game pitted celebrity guests against visitors to win fabulous Kenwood prizes. Raeward Fresh: new sponsor and feature (Christchurch only) Official pantry sponsor and associate sponsor of the Whirlpool Cooking Theatre. Waipara Hills: (Christchurch only) Official wine sponsor and associate sponsor of the Whirlpool Cooking Theatre.
Sponsors & Special Features continued Good magazine Healthy Living Zone: new sponsor and feature After the successful launch of the Healthy Living Zone in Auckland 2013, Good magazine came on board as sponsor for 2014 with the feature being rolled out in all three shows. We tapped into health trends with a specific area in all three shows for natural, organic, health-giving products and services. Selaks New Zealand Roast Day Aisle: new feature (Auckland only) A collection of exhibitors providing all the perfect trimmings for a classic roast, brought together by Selaks NZ, supporting the Selaks New Zealand Roast Day. Nelson Tasman Group: feature (Auckland only) A group of local exhibitors to showcase Nelson Tasman s culinary tourism destination for serious foodies. Pop-up Eatery: new feature (Auckland only) A dedicated area where you can sit down and purchase delicious plated food and a glass of wine from a selection of Auckland s favourite eateries, plus the Selaks Wine Bar. Press partners: Christchurch Press, Dominion Post, and NZ Herald Our major press partners produced the official showguides, press campaigns, and opportunities for exhibitor promotions and visitor prize packages. Durbanville Hills: new sponsor and feature (Wellington and Auckland only) Official wine sponsor and associate sponsor of the Whirlpool Cooking Theatre. Auckland on the Menu: feature (Auckland only) A showcase of the best of local artisan and boutique food presented by Auckland Tourism Events and Economic Development (ATEED). Craft Quarter: new feature (Auckland only) A new area that brings together a group of exhibitors offering top-notch antipasto ingredients. So you can easily assemble the perfect cheeseboard, tasting platter, or antipasto complete with tasty beers or premium wines all in one place. Nespresso Discovery Session: new feature (Auckland only) Nespresso masterclasses a new way to discover the unique range of Nespresso Grands Crus and experience what truly makes Nespresso the perfect cup.
Visitors: Show by Show Key measures: show by show Location Christchurch Wellington Auckland Total visitors 9,172 16,457 32,018 Estimated visitor spend $1,311,596 $2,468,550 $5,699,204 Average spend per visitor $143 $150 $178 Purchased products at the show 97% 97% 96% Purchasing awareness affected by show 90% 89% 90% Said they would be back next year 84% 80% 84% Rated the show as very good or excellent 81% 76% 80% Said the show offered good value 83% 78% 78% Aged 25 60 years 78% 78% 76% Annual household income over $71,000 49% 54% 53% Spent between 3 and 6 hours at the show 53% 52% 64% Spent over $100 47% 49% 55% New visitors 35% 34% 30% Repeat visitors 65% 66% 70% 57,647 total visitors $9,479,350 total visitor spend (estimated) $164 average spend per visitor 97% purchased products 90% had purchasing awareness affected 79% rated the show as very good or excellent
Visitors: Show by Show continued Reasons for visiting: show by show Location Christchurch Wellington Auckland Sample new products 90% 90% 90% Purchase products 76% 76% 79% Get new ideas 69% 69% 73% Purchase show specials 63% 63% 65% Celebrity chef demos 56% 36% 30% Trade related 9% 7% 9% Interest areas: show by show Location Christchurch Wellington Auckland Cheeses, dairy 66% 64% 65% Condiments, dips, sauces 57% 50% 53% Meat, game, poultry 52% 53% 52% Oils, vinegars 53% 51% 47% Artisan, specialty, handmade 50% 50% 50% Coffee 44% 54% 53% Chocolate, confectionery, ice-cream 45% 47% 51% Baking 48% 43% 50% Kitchen equipment, appliances, gadgets 50% 45% 44% Bread, pasta, grains, nuts 45% 44% 47% Wine, bubbly 44% 47% 40% Preserves, spreads, honey 46% 38% 36% International products 35% 32% 40% Health, diet foods 27% 29% 35% Fish, seafood 28% 25% 31% Organic products 26% 27% 28% Fresh produce fruit and vegies 25% 26% 26% Books, magazines 24% 28% 27% Tea 19% 26% 29% Homeware, tableware 26% 23% 21% Beer and cider 18% 22% 21% Gluten free 16% 14% 14%
Visitors: National Averages Key measures: national averages Reasons for visiting: nationwide averages Purchased products at the show Purchasing/awareness affected by show Said they would be back next year Rated the show as very good or excellent Said the show offered good value 97% Sample new products 90% 90% Purchase products 77% 83% Get new ideas 70% Purchase show 78% 64% specials 79% Celebrity chef demos 40% Aged 25 60 years 77% Trade related 8% Annual household income over 71,000 Spent between 3 and 6 hours at the show 52% 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Spent over $100 50% New visitors 33% Repeat visitors 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 90% visited to sample new products 77% visited to purchase products 70% visited to get new ideas
Visitors: National Averages continued Interest areas: national averages Cheeses, dairy 65% Preserves, spreads, honey 40% Condiments, dips, sauces 53% International products 36% Meat, game, poultry 52% Health, diet foods 30% Oils, vinegars 50% Fish, seafood 28% Artisan, specialty, handmade 50% Organic products 27% Coffee 50% Fresh produce fruit and vegies 26% Chocolate, confectionery, ice-cream 48% Books, magazines 26% Baking 47% Tea 25% Kitchen equipment, appliances, gadgets 46% Homeware, tableware 23% Bread, pasta, grains, nuts 45% Beer and cider 20% Wine, bubbly 43% Gluten free 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Purchasing areas: national averages Gender split: national averages Age groups: national averages Food Drink Equipment 27% 56% 92% 25 34 21% 35 44 21% Female 70% 44 54 25% Other 12% Male 30% 55 60 10% No purchase 3% 61 64 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Other 17%
Visitors: Origins The Food Show Christchurch The Food Show Wellington The Food Show Auckland Origins within New Zealand Origins within New Zealand Origins within New Zealand Canterbury 95% Otago 0.9% West Coast 0.9% Auckland 0.6% Malborough 0.6% Nelson 0.5% Other 1.5% Wellington 87.7% Manawatu/Whanganui 7.2% Auckland 1% Hawke s Bay 0.9% Taranaki 0.8% Otago 0.7% Marlborough 0.5% Other 1.2% Auckland 86% Waikato 6% Northland 4% Bay of Plenty 2% Taranaki 0.6% Canterbury 0.5% Other 0.9% Origins within the Canterbury region Origins within the Wellington region Origins within the Auckland region Christchurch 79.6% Selwyn 9.1% Waimakariri 6.4% Ashburton 2.6% Timaru 1.0% Hurunui 0.9% Wellington City 55% Lower Hutt 17% Porirua 10% Kapiti Coast 9% Upper Hutt 6% Wairarapa 3% Auckland City 38% North Shore 18% Waitakere City 14% Manukau City 16% Papakura District 6% Rodney District 5% Franklin District 4%
Exhibitors: Show by Show Key objectives: show by show Location Christchurch Wellington Auckland Sell products 87% 83% 80% Educate the market 74% 74% 64% Position their company 66% 67% 70% Sample 45% 43% 44% Trade related 29% 46% 44% Gather data 34% 41% 34% Specific objectives met: show by show Location Christchurch Wellington Auckland Yes Still measuring Yes Still measuring Yes Still measuring Sell products 76% 15% 89% 3% 80% 7% Educate the market 89% 11% 82% 18% 73% 27% Position their company 76% 20% 84% 16% 68% 32% Sample 100% 0% 95% 5% 97% 0% Trade related 55% 9% 62% 14% 71% 18% Gather data 92% 0% 84% 11% 83% 14% 89% of Wellington exhibitors met their objective to sell products 89% of Christchurch exhibitors met their objective to educate the market 97% of Auckland exhibitors met their product sampling objective Overall objectives met: show by show Location Christchurch Wellington Auckland Yes 84% 85% 82% Still measuring 8% 10% 14% 85% of Wellington exhibitors met their overall objectives No 8% 5% 4%
Exhibitors: Show by Show continued Show aspects rated very good to excellent : show by show Location Christchurch Wellington Auckland North Port staff 89% 98% 83% Pre-show communication 84% 84% 89% Security 88% 87% 82% Venue 92% 85% 85% Show build-up and support 84% 84% 77% Cleaning 97% 83% 66% Parking 94% 90% 56% Happy with marketing of the show: show by show Location Christchurch Wellington Auckland Yes 71% 83% 74% No 5% 9% 5% Unsure 24% 8% 21%
Exhibitors: National Averages Key objectives: national averages Specific objectives met: national averages Overall objectives met: national averages Sell products 83% Sell products 8% 82% Educate the market Position their company 67% 71% Educate the market Position their company 19% 23% 76% 81% Yes 84% Still measuring 11% Sample 44% Sample 2% 97% No 5% Trade related 40% Trade related 14% 63% Gather data 36% Gather data 8% 86% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Yes Still measuring
Exhibitors: National Averages continued Aspects rated very good to excellent : national averages Happy with marketing of the show: national averages North Port staff Pre-show communication Security 81% 79% 85% Yes 76% No 6% Unsure 18% Venue Show build-up and support Cleaning 79% 77% 77% 84% met their objectives 76% were happy with the way the show was marketed Parking 58% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Advertising and Public Relations Advertising campaign As always, The Food Show was supported by a comprehensive marketing campaign utilising multiple channels, including print, TV, radio, and outdoor. A major radio campaign based around winning a luxury Food Show prize pack in partnership with official accommodation sponsor Heritage Hotels achieved good response rates, backed up by radio advertising, interviews and giveaways. In all, a total advertising value of $1,004,481.50 was achieved (up 5.2% on 2013). $1,004,481.50 Advertising value achieved 5.2% increase on 2013 Public relations Our 2014 PR campaign achieved great results, including coverage on: One News The Press The Paul Henry Show KiaOra Magazine The NZ Herald Stuff.co.nz Weekend Herald Australian Women s Weekly Sunday Star Times New Idea The Dominion Post Next magazine $2,440,838 PR value achieved 54% increase on 2013 Overall coverage equated to a total PR value of $2,440,838 (up a massive 54% on 2013).
Website and Online Website visitors Email newsletters Facebook and social media In 2014, an average of 73% of visitors consulted The Food Show website before they attended the show, comprising 75% of Auckland visitors, 70% of Wellington visitors, and 71% of Christchurch visitors. Of those visitors, an average of 68% rated the website as very good to excellent. Traffic to the website grew strongly this year. Between 1 January 2014 and 1 September 2014, foodshow.co.nz attracted 212,257 visits (up 6% on 2013) and 141,818 unique visitors (up 16%), which resulted in 766,284 page views (up 1.5%). Top page hits to foodshow.co.nz this year: 1. Home page 2. What s On exhibitor listings 3. Buy tickets 4. Show and tickets info 5. Recipes 6. Itinerary builder 7. Whirlpool Cooking Theatre schedule 8. Kenwood feature page 9. VIP Premium Experience feature page 40% of Auckland visitors, 41% of Wellington visitors, and 32% of Christchurch visitors subscribed to The Food Show e-newsletter, which contains regular promotional information about our key sponsors. Our e-newsletter open rate stayed consistently high with an average open rate of 28.15% per e-newsletter, with a top open rate of 32.72%. This year, we also introduced a post show offers e-newsletter containing extended offers from selected Food Show exhibitors, links to the celebrity chef recipes on foodshow.co.nz, and an invitation for recipients to follow us on our social media accounts. This post show promotion was well received by exhibitors, with reports of significant extended sales and enquiries from visitors. We grew The Food Show database by a massive 60% in 2014 through online ticket purchases, on-site registrations, and entries for a Food Show prize giveaway campaign on Facebook. The Food Show visitor database currently sits at over 50,000 subscribers. From 1 January 2014 to 1 September 2014, our Facebook likes increased from 9,304 to 13,994 that s a massive 33.5% jump. From 1 January 2013 to 30 September 2013 our Facebook activities attracted a total reach of 1,651,804 impressions and converted 62,588 of those into engaged users, i.e. visitors who clicked anywhere in our posts. Engagement on Twitter tracked well before, during, and after The Food Show Auckland, with 1,779 mentions from 28 July to 9 August. During the same time period, we received 2069 mentions across all our social media channels (Facebook, Twitter, and Instagram). On the first day of The Food Show Auckland 2013 we introduced a Food Show Instagram account. Since then we have gained more than 500 followers. 73% 68% of show visitors used The Food Show website rated the site as very good to excellent 28% 60% average open rate for e-newsletters growth in e-newsletter database 33.5% 1,779 increase in Facebook Likes Twitter mentions
Exhibitor Quotes Christchurch Wellington Auckland The Food Show was fantastic, there was a true sense of quality and professionalism right throughout the show. For us we had great brand and product exposure, people loved to stop and chat, even if they didn t drink beer! We re looking forward to the Auckland show, and of course to return next year to Christchurch. Nathania Pearson, Tuatara Brewery The staff from North Port Events were great, friendly and went the extra mile to supply all information required (even at the last minute) to help me as a supplier organise the event stress free! Khan Murray, Premier Beehive NZ As Pure Delish products are at the higher end of the market, The Food Show is the perfect opportunity for people to try before they buy. The Food Show is also fantastic for creating a bit of a buzz around any new product offerings. Amanda Macdonald, Pure Delish The show was beneficial, strong sales and a keen interest from guests was really good. We did have some trade approaches which is always the best result for us. With show sales generally covering the cost of exhibiting, the trade contacts and brand promotion it s well worth it. Miel Meyer, Meyer Gouda Cheese As usual we saw many existing customers who came to stock up their pantries and to try other products in our range, as well as new customers who appreciate the opportunity to taste so many of our products so conveniently. Bruce Eglington, Pukara Estate The Food Show Wellington was our best show yet, we had lots of customers sampling our Kim Crawford wines, with great glass sales and fantastic bottle sales. It was a great environment to be promoting our brand and meeting our consumers. Jenn McKenzie, Kim Crawford Wines The Food Show Wellington is a fantastic show to be a part of. This is our second year exhibiting and we sold out, even after we brought more stock than the previous year. For such a new product, and a product that needs a wee bit of explaining, we couldn t have asked for more. See you next year with more stock! Brent Rogers, Extra Fresh We had no idea what to expect going in. All we can say is that it was the most exhilarating, exhausting, stretching, and fun experience! By the end of the show, we had sold out of five of our products and booked to show for The Food Show 2015! Patsy Way, The Tea Lady and The Sweet Buffet Company We needed to connect with our customers, to find out what they liked about the product and what they didn t. What better way than The Food Show? Brent Milburn, Posey Bread This is where we launched VItalZing into the market. We thought what a fantastic place to be just to let people know about it. The product needs a bit of demonstration and this is the perfect venue for this. It s better than advertising! Alister Gates, VitalZing