Marketing and Communications
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Marketing and Communications
The IGA Perth Royal Show
The IGA Perth Royal Show is an iconic event in Western Australia.
Established 179 years ago, it is coordinated by the not for profit
Royal Agricultural Society of WA whose mission is to showcase
the resources and endeavours of the people of WA.
Each year approximately 430,000 people attend Perth’s biggest
and most important community event to celebrate what it means to
be Western Australian, spend time with family and friends and
discover the industries and products making an impact on our
lives.
Since 1905, the Show has been held at Claremont Showground.
A community asset valued by generations of Western Australians,
the Showground is the preferred venue for more than 200
community and cultural events every year including a handful of
youth music festivals.
In 2012, The RAS commenced work on a master plan which will
provide a blueprint for future use of the grounds to create world
class facilities that can accommodate educational, commercial and
community needs.
2
Our Stakeholders
• Over 2,000 RAS members
• 430,000 Show patrons
• WA farming communities from the Kimberley to the Great
Southern
• WA State Government departments
• 2,300 volunteers
• 600 small businesses
• 150 judges
• 3,500 competitors
• Primary schools throughout WA
• Over 50 sponsor partners
• Over 40 prize sponsors
3
Show Statistics and Potential Reach
• Almost 25% of Perth's population attend the Show.
• Approximately 18% of the State's population are involved with the IGA Perth Royal Show in some way.
• Awareness of the event is high at 99%.
• 86% of Western Australians perceive the event as showcasing the best products, animals and produce in WA.
• 85% of Western Australians perceive the event as providing wholesome family fun.
• 75% of people view the Show as offering credible learning experiences for children.
• Families: 38% of show-goers have children aged 0-12 years.
• Youth: 15% of attendees are aged 13-17 years.
• Young people: 21% of attendees are aged 18 to 24 years.
• Adults: 50% of attendees are aged 25 to 54 years.
• Seniors: 14% of attendees are aged 55 years and over.
• Small business: 600 small and medium sized businesses take part in the event.
4
Target Markets
SHOW ENTHUSIASTS
• Our Show’s greatest fans.
• They tend to have the highest satisfaction, commitment and advocacy of all the segments.
• Male or female in a range of ages, some with children, most likely to be aged between 0-12 years.
• They think the Show offers wholesome family fun, does an excellent job of showcasing animals and produce and
provides a great learning environment for the children.
• They like large, lively crowds and consider the Show to be a great place to hang out with friends!
THRILL SEEKERS
• They are the most likely to have attended the Show this year and are our youngest segment.
• Mostly single males aged 14-24 years.
• They are spontaneous and are most interested in fireworks, rides and show bags.
• They also think the Show offers wholesome family fun and is a great place to hang out with friends.
5
Target Markets (contd.)
ANIMAL AND EXHIBITION LOVERS
• Tend to be older females, aged 55+ years who like to plan their day at the Show.
• They are the most likely of all segments to get the official IGA Perth Royal Show Program in The West Australian.
• Interested in sampling produce, arts and craft exhibitions and the animal and agricultural competitions.
• 1 in 5 have grandchildren aged between 0-12 years and do take them to the Show.
• They consider the Show to be doing an excellent job of showcasing animals and produce and to offer family fun and a
great learning environment for children.
VALUE THRILL SEEKERS
• Our second youngest segment.
• A bit more likely to be in a relationship than our Thrill seekers, but still mainly young, single males.
• They are the least likely of all the segments to be planners.
• Most are interested in the fireworks, rides and sampling produce.
6
Marketing & Measurement
A marketing strategy which focuses on:
• Advertising • Social media
• Media partnerships • Website, app and customer direct electronic communications
• Promotions • Pre event sales initiatives
• Activations
• Public relations
MEASUREMENT TOOLS
• Advertising equivalent value of PR • Advertising performance: frequency, reach, value, click
through rate
• Website traffic
• Activation interactions and impressions
• App downloads
• Customer satisfaction, awareness, sentiment tracking via
• Attendance research
7Marketing & Measurement (contd.)
ADVERTISING
• Tagline: It’s Showtime
• Execution: Meet the heroes of the Show (heroes representative of
different target market segments).
• Platforms: television, radio, online, print
• Objectives: Build awareness; generate excitement; drive ticket sales.
• Duration: Online commences July, radio and print 4 weeks prior,
television 2 to 3 weeks prior to event.
8Media Relations
Each year the Show benefits from more than $7 million of advertising equivalent publicity highlighting:
• Show’s iconic status
• Relevance of the event
• Competitions
• Show participants and winners
• Entertainment and activations
• New and exciting Show elements
• Coverage is across regional, community and daily newspapers including feature articles.
The Show is wonderful television material and The RAS negotiates live weather crosses, live news feeds and daily news
coverage.
At the same time, The RAS secures live radio crosses, studio interviews as well as a range of online story content.
9Website and Social Media
• The Perth Royal Show website www.perthroyalshow.com.au attracts more than 220,000 unique users annually.
• Our website includes information about the Show and its different elements, such as FYBR, rides, show bags,
entertainment, exhibits and our sponsors.
• The website is featured on all appropriate media promotion and publicity.
• Facebook followers: exceeds 34,000
• Twitter: 1800 followers
• The Perth Royal Show has its own You Tube channel
• In 2013 The IGA Perth Royal Show will utilise Instagram and has a target to reach 70,000 Facebook followers.
• The opportunity exists to work with the marketing team to leverage these communications and promote activities, sales
and competitions at the event.
10Other Communications
• Shopping centre activations with branded presence at high traffic locations
• EDM data base of show goers 18,000
• Members database 2,000
• Regular EDMs are distributed prior to the show; you can work with the marketing team to leverage these communications
and promote activities, sales and competitions at the event.
IPHONE APP
• An iPhone app was launched in 2012. It had 26,000 downloads.
• In 2013, an Android version will be released.
• The opportunity exists to work with the marketing team to leverage these communications and promote activities, sales
and competitions at the event.
11Contacts
Ilene Aveling
Business Development Manager
0415 3890 642
iaveling@raswa.org.au
Maryanne Shaddick
Manager Marketing & Communications
08 6263 3181 or 0438 945 506
mshaddick@raswa.org.au
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