Caravan and Camping Industry Association of NSW

The Caravan Camping & Touring Industry and Manufactured Housing Industry Association of NSW Ltd is the only body in New South Wales that represents the Industry.

Super Show review

The NSW Caravan and Camping Industry Association organises the highly successful NSW Caravan, Camping, 4WD and Holiday Super Show, held annually at Rosehill Racecourse in Sydney.

Micromex Events Research was contracted to undertake a formal review of the Super Show to ensure that, as an event, it continues to be successful in 10 years time and beyond.

What were the objectives of the events research?

1. EVENT TRENDS
   Examine trends and developments in event management and delivery worldwide. This included new technologies, consumer preferences/responses/expectations, design and marketing of events, effectiveness selling/marketing/promo forums and exhibitor innovations
2. CONSUMER STUDY
   Identify within the industry, consumer needs, preferences, demands and expectations
3. CCIA MEMBER/SHOW EXHIBITORS
   Consult with CCIA members who exhibit to obtain their views, visions and expectations of the Show

What was the biggest challenge?

The events research project incorporated more than 1,500 interviews and an analysis of a worldwide industry that is rapidly evolving. One of the biggest challenges faced, after the accumulation of information, was presenting a final report that directly met the objectives of the CCIA Directors in a workable/readable and, most importantly, a usable format.

Methodologies utilised:

Micromex Events Research utilised a range of methodologies for this project. These included:

• In depth face to face interviews
• Focus groups
• Telephone surveys – broad based non visitor research
• Face to face surveys – Super Show visitor research
• Internet e-research
• Industry analysis

The Australian Wine Industry Technical Conference (AWITC)

The Australian Wine Industry Technical Conference (AWITC) is currently held every 3 years, seeking to educate and disseminate critical research and development information to grape growers and wine makers ensuring wine industry practitioners are equipped with information that enables penetration of new knowledge into their production system.

Micromex Events Research was contracted to undertake a formal review of the AWITC to ensure that, as an event, it continues to be successful and achieves its objectives of industry education into the long term future.

What were the objectives of the events research?

ATTENDEE AND NON-ATTENDEE INTERVIEWS

To research the industry (non attendees and current attendees) to determine industry needs preferences, demands and expectations.

• Response to the industry lifestyle and products
• Age group/social demographics and industry trends
• AWITC attendees versus non attendees
• Changing preferences, demands, expectations
• Conference expectations – product/entertainment/cost
• Time constraints and attendance options
• Response to Conference marketing – messages/images etc

INDUSTRY STAKEHOLDER CONSULTATION

Consult with key industry stakeholders to obtain their views, visions and expectations of the Show.

• Response to (changing) consumer demands/preferences
• The role and importance of the Conference
• How the Conference needs to develop and grow in the future
• Expected changes in participation
• Conference format
• Fees
  
• Conference marketing – target markets/mediums/responses
• ‘Other’ entertainment attractions
• Future delegate needs
• Future Conference/venue requirements
• What was the biggest challenge?

The Australian Wine Industry consists of a diverse range of specialty areas. It was critical that this research was inclusive of the industry in its entirety.

Methodologies utilised:

Micromex Events Research utilised a range of methodologies for this project. These included:

• In depth face to face interviews
• Telephone surveys – broad based non visitor research
• Online surveys
• Industry analysis

The Sydney Turf Club

Golden Slipper Festival Visitor Research

The Golden Slipper is one of Australia’s premier race Carnivals. The STC contracted Micromex Events Research to assist in attaining a better understanding of visitors to the Carnival.

What were the objectives of the events research?

The primary objectives of this research included, but were not limited to:

• Identifying attendance/non attendance characteristics
• Identifying the key drivers for visitor attendance
• Better understanding the value visitors derive from attending
• Analysing the STC’s/events’ branding
• Identifying the perceived target market for the event and the visitors’ perceptions of their fit within this profile
• Identifying the gaps between the visitors’ ‘current race day experiences’ and ‘ideal race day experiences’
• Improving the targeting of marketing communications to increase visitation
• Identifying additions to the event that would make visitation more valuable
• Developing a demographic snapshot of attendees and identifying demographic trends that may impact on visitation

What was the biggest challenge?

Interviewing visitors as they exit a racecourse is not an ideal methodology in which to get quality information. Visitors were therefore recruited as they entered the racecourse and conducted an online survey 3 days after their trip to the races.

Methodologies utilised:

Micromex Events Research utilised a range of methodologies for this project. These included:

• In depth face to face interviews
• Online research
• Focus groups