The Baby Show Trade elements at The Baby Show a success for organisers
Show popular with trade and consumer visitors The Baby Show Earls Court welcomed 21,615 visitors through its doors over the course of the 3 days, all of whom had the opportunity to engage with over 300 exhibiting brands.
The show attracted a number of high-profile celebrity mums and dads once again this year, including BBC News’ Kate Silverton, TV Presenter Jenni Falconer, singer Michelle Heaton and Emmerdale actor Chris Bisson. Gavin & Stacey actress Joanna Page, expecting her first child next year with actor husband James Thornton, also dropped by to make the most of this unique shopping experience and hear from our baby and childcare experts; Professor Robert Winston (BBC’s Child of our time), Annabel Karmel MBE (The Baby & Toddler Mealplanner), Clare Byam-Cook (Celebrity breastfeeding expert) and Jo Tantum (Sleep routine expert).
The wide range of on-site facilities continues to be a key motivator for the
The 10th anniversary event of The Baby Show took place at Earls Court, London, from 26-28th October, featuring 1000s of products for new and expectant parents, babies and toddlers from over 300 brands. Friday 26th October included dedicated trade elements designed to accommodate the many buyers, distributors and retailers who attend The Baby Show every year.
To ensure visitors made the best use of their time at the show, Nursery Industry produced the official 'Trade Trail' on the show's behalf. It was available to all visitors and highlighted all the stands that had an interest in business conversations. By lunchtime the majority of copies had already gone, as trade visitors snapped up what was to be a very useful guide indeed! The dedicated Trade & Exhibitor lounge hosted a series of exciting
presentations where visitors could get an insight to the latest trends and developments.
The Baby show Consumer Insight Presentation with Allegra Strategies - "How Mums Shop" was very well attended. Consumer behaviour and the trends that come with it were under analysis, enabling the trade to get a feel for consumer spend, preferences and brand loyalty. Immediate Media, publishers of Practical Parenting and Pregnancy, Prima Baby and MadeforMums, presented their “Parenting Survey” at 3pm. This interesting talk enabled buyers to better understand the considerations of parents and what influences their purchases of baby products; the brands they buy, the channels they are using and their level of spending.
Rattles to Riches Competition Final Live at 1.30pm Back by popular demand was Rattles to Riches, which offers future nursery product entrepreneurs an entry platform to the industry. The level of interest this year was amazing making the standard of entries very high indeed. Joining the panel of judges from Asda, Mothercare, Kiddicare and Lloyds Pharmacy, was guest judge Tom Pellereau - expert innovator and winner of The Apprentice 2011. Categories of product included Sleeping; Feeding 0-6 months; Feeding 6 months plus and Health Care. Nicole Muller, Portfolio Director, The Baby Show said: "Our congratulations go to Rob Ritchie - yet again, the winner of Rattles to Riches just goes to show that necessity really is the mother of invention!" The Vapour Ring helps babies breathe and feed more easily when they have a blocked nose. It was invented by Rob Ritchie, a clever dad, in response to his own problems when his baby was struggling to feed with a cold. It fits all wide neck feeding bottles to hold decongestant vapour under baby’s nose. Working with 4little1, the Vapour Ring has been launched under the popular Baby nose- clear brand and is now available in Boots. SGS were on board as safety consultants and were there to offer support
throughout, along with Cathy Bryan of Nursery Online who has pledged marketing support to the Winner.
6 • NURSERY INDUSTRY • NOVEMBER 2012 •
www.nursery-industry.co.uk
show’s target audience to attend. There were 14 features at Earls Court including the baby changing and tommee tippee feeding areas, both fully equipped with free essentials, the free Fisher-Price crèche, and complimentary shop-and-drop and collect-by-car services. The British Red Cross First Aid challenge, launched at the show, trained record numbers in life-saving first aid skills and was an integral part of the expert advice sessions at the show. Nicole was delighted with the response to the show, she said: "Once again The Baby Show delivered for its visitors and its exhibitors. We are now focussing our efforts on the 2013 marketing strategy and content and will be announcing our plans in the coming month for next year’s series of national The Baby Show events.” Richard Bamforth, Director of Sales, DCUK commented: “The Baby Show Earls Court was very busy for us and we saw another year on year increase in sales. The Baby Show events continue to put UPPAbaby on the map and we have already rebooked for next year.” Nicola Jenkins of Avant Direct added: “Earls Court was excellent for us. We launched FunkyBox, which received a great reception. The Show was extremely well organised – we rebooked onsite!” "It was new ground for us going to a consumer show," said David Welsh, Managing Director Joie UK. Commenting on their sponsorship of the cafe and the Joie Test Tack surrounding it, David added: "We were very pleased with our branding; it gave a great first impression and definition of the products and what Joie is all about."
Back to its birthplace: The Baby Show returns to London
Olympia in 2013 Nicole Muller, Portfolio Director, The Baby Show comments: “We are excited about bringing The Baby Show home to its birthplace at Olympia, where we launched 10 years ago. Olympia has received substantial investment in recent times and the venue reflects the quality that visitors and exhibitors expect from the UK’s market-leading pregnancy and parenting event brand. Our new location will allow us to further enhance our show content and provide an improved event experience for both consumers and trade alike.” Nicole continued: “We would like to thank all our visitors, exhibitors and partners who made The Baby Show events in 2012 a success. We very much look forward to developing and implementing our new market strategy for 2013 which will benefit both the industry and consumers alike.”
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