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NEC visitor numbers 2015 - 22.088
NEC visitor numbers 2014 - 20.172
Visitor Satisfaction & Commitment
(product, brand and service health check)
The Baby Show NEC 2015
Pregnant Profile
61% of visitors are pregnant
• 2% are less than 3 months pregnant
• 52% are 3 to 6 months pregnant
• 46% are more than 6 months pregnant
•For 79% this will be their first child
•Average age is 29 years and 11 months
•82% are currently working ahead of maternity leave
• 7% are on maternity leave
Surrounding their visits
•69% visited with their partner, 26% with their mothers
•On average they spent £588 at the show, and a further £477 after the show
•86% are either very or quite likely to visit in the future (if appropriate)
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Key Performance
Indicators (KPI’s)
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Q. How many months pregnant are you?Base = pregnant visitors
Two thirds of visitors were currently pregnant - of which 98% were by 3 or more months
Q. Which of the following statements best describes you?
Base = total visitors
+5% - significant increase year on year -6% - significant
decrease year on year
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Significant increase in overall enthusiasm YOY
Q. Once you found out that The Baby Show was taking place, how enthusiastic were you to attend?
60% can be regarded as VERY enthusiastic
(vs. 58% in 2014)
60% can be regarded as VERY enthusiastic
(vs. 58% in 2014)Mean: 8.7(vs. 8.4 in 2014)
Mean: 8.7(vs. 8.4 in 2014)
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Significant increase in overall experience, 90% of visitors gave a rating of excellent or good, 81% in 2014
Q. How would you rate your experience at The Baby Show?
MARKETING LEADING
(8+ out of 10)
ADEQUATE(7 out of 10)
CAUSE FOR CONCERN
(<7 out of 10)
In customer satisfaction terms…
‘MARKET LEADING’(8.6 out of 10)
No significant difference in rating by typology: whether pregnant, recently given birth, expectant/ recent father or grand parent
And no significant difference by day visited
Overall C-SAT show rating – VISITOR RATING (100)
Trend line
The Baby Show has out performed the market and Fusion indexes
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Baby Show exceeded expectations for net 43% of visitors(87% were satisfied – significant increase YOY)
Q. To what extent has The Baby Show met your expectations?Base = total visitors
PROXY MEASURE FOR SATISFACTION: The Baby Show has met or exceeded expectations for
87% of visitors(vs. 76% in 2014; 81% in 2013 and 80% in 2012)
PROXY MEASURE FOR SATISFACTION: The Baby Show has met or exceeded expectations for
87% of visitors(vs. 76% in 2014; 81% in 2013 and 80% in 2012)
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Net promoter score of +46(+27 in 2014)
Advocacy - significant year on year increase in net promoter score
Q. How likely is it that you would recommend The Baby Show to a friend or relative who is expecting or has recently had a child?
ALL visitors 2015: +46
Visitors who made purchases at show 2015: +48
Visitors who did not make purchases at show 2015: -8
ALL visitors 2014: +22
Net promoter score analysis
ALL visitors 2015: +46Currently pregnant: +47
(same as ‘all’, different NPS due to decimal places)
Given birth in last 3 months: +48
Given birth in last year: +47 Expectant/Recent father: +41 Expectant/Recent grandparent: +43
Net promoter score analysis
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Significant increase in likelihood of returning - 86% likely to return in future(if appropriate)
Q. How likely would you be to visit The Baby Show in the future?
86% likely to return in future (77% in 2014, 88% in 2013 and 84% in 2012)86% likely to return in future (77% in 2014, 88% in 2013 and 84% in 2012)
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KPI modelling
10%MERCENARIES
(13% in 2014)
10%MERCENARIES
(13% in 2014)
84% of visitors are classified as ‘apostles’, of which 31% ‘ultra loyalists’
84%APOSTLES(75% in 2014)
84%APOSTLES(75% in 2014)
2%HOSTAGES
(2% in 2014)
2%HOSTAGES
(2% in 2014)
4%DISAFFECTED
(10% in 2014)
4%DISAFFECTED
(10% in 2014)
Loya
ltyHigh
Low
SatisfactionLow High
Of which 31%ULTRA LOYALISTS*Of which 31%
ULTRA LOYALISTS*
* New measure for 2014
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Other research results
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83% decided to visit 1 month or more before the show
BUT ONLY 56% purchased tickets during this period (same behaviour as previous years)
83% decided to visit 1 month or more before the show
BUT ONLY 56% purchased tickets during this period (same behaviour as previous years)
Although they plan in advance to attend the show, they will wait to buy a ticket
Q. When did you decide to visit the show?
Show takes place
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Most likely to visit the show with their partner
Q. Who did you visit the show with?
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88% 12%
Main form of transport by car, followed by tube/DLR
Q. What was your main form of travel to the show?
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On average, visitors were motivated by 5 reasons – key motivators surround products/offers
Q. Which of the following motivated you to visit the show?
Top 5 Reasons in 2014
Buy baby products at an improved price 56%To find exclusive product offers 48%Find new products 44%To view products that I have researched in advance 38%Buy the baby essentials 35%
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Top 3 objectives for visiting the show by statements
Q. Which of the following motivated you to visit the show?
To view products that I have researched in advance
Buy baby products at an improved price (compared to the high street/internet)
To find exclusive product offers
Currently pregnant Have given birth in the last 3 monthsBuy baby products at an improved price (compared to the high street/internet)
Find new products
Have given birth in the last year
Buy baby products at an improved price (compared to the high street/internet)
To view products that I have researched in advance
Expectant/ Recent father Expectant/ Recent grandparent
Buy baby products at an improved price (compared to the high street/internet)
Find new products
To view products that I have researched in advance
Buy baby products at an improved price (compared to the high street/internet)
To find exclusive product offers
ALL visitors
Buy baby products at an improved price (compared to the high street/internet)
For a great day out (with family, friends, etc.)
To find exclusive product offers
To find exclusive product offers
To find exclusive product offers
To find exclusive product offers
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Strongest levels of agreement surrounding visitor experience statements
Q. Which of the following statements do you think apply to the show?Base = total visitors
Significant
Significant
Significant
Significant
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Show website followed by The Event Guide most widely used tools
Q. Which of the following did you use to help you get the most from your visit to The Baby Show?
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To check the exhibitor list remains key function of the website
Q. What did you use the show website for?Base = visitors who used the website
Website used by 49% of
visitors
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97% of visitors made purchases at the Baby Show(95% in 2014)
Q. Which products did you buy at the show?
Food/ Feeding products 48%
Accessories 48%
Buggies, pushchairsand prams 27%
Top 4 products bought in 2014
Toys 32%
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Average value of at-show purchases per visitor is £496 (£407 in 2014 ,£331 in 2013; £289 in 2012)
(excluding those who coded ‘Not sure/Don’t know’ and ‘I didn’t buy any products at the show’)
Average value of at-show purchases per visitor is £496 (£407 in 2014 ,£331 in 2013; £289 in 2012)
(excluding those who coded ‘Not sure/Don’t know’ and ‘I didn’t buy any products at the show’)
Year on year increase in average spend at The Baby Show
Q. What is the estimated value of purchases you made at The Baby Show?
22% increase(significant)
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73% intend to make a purchase as a result of seeing it at the Baby Show
Q. Which products, if any, do you now intend to buy as a result of seeing them at The Baby Show?
Food/ Feeding products 17%
Top 4 products bought in 2014
Buggies, pushchairsand prams 13%
Toys 13%
Nursery furniture 13%
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Average value of post-show purchases per visitor is £391 (£315 in 2014, £300 in 2013; £333 in 2012)
(excluding those who coded ‘Not sure/ Don’t know’ and ‘I didn’t buy any products at the show’)
Average value of post-show purchases per visitor is £391 (£315 in 2014, £300 in 2013; £333 in 2012)
(excluding those who coded ‘Not sure/ Don’t know’ and ‘I didn’t buy any products at the show’)
No difference in average spend as a result of seeing them at The Baby Show
Q. What is the estimated value of these items?Base = visitors who made a purchase 2% increase
(not significant)
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Visitors are more likely to buy baby products when they are 4-6 months pregnant
Q. Considering your [current pregnancy/ recent addition to your family]– when are you most likely to…Base = visitors who are currently pregnant or recently given birth or expectant parents
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Midwives
Pregnancy & birth
Baby
Hypnobirthing/birthing options
Health, fashion and carriers/prams - key products/services
Q. What brands/experts would you like to see at future shows to answer your questions on …Base = total visitors
Breastfeeding
Baby clothing
More nappies Ethical/Organic
products
Maternity clothes/companies/fashion
Health exercises/yoga
Baby monitors
Bathing products
Baby Carriers
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Visitor profile
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Q. Please can you tell us how old you are?
Q. Are you...
11%
89%
Base: Total visitors
89% of visitors were female, average age 31 years and 7 months old
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60% of visitors are expecting their first child
Q. How many children do you currently have?
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66% of visitors are currently working ahead of maternity leave
Q. Which of the following best describes your currently working status?
Base = Recent/expecting mother or father
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Only 6% visitors will take Shared Parental Leave
Q. People having their baby on or after the 5th of April 2015 are entitled to take Shared Parental Leave. Are you planning on taking Shared Parental Leave?
Base = Recent/expecting mother or father
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49% of visitors read a newspaper regularly, most likely to be the daily mail
Q. Which of the following newspapers do you read regularly?
NB: all other options 1% or below
