Australian Fitness & Health Expo ramps up industry marketing campaign

With the 2013 Australian Fitness & Health Expo less than six weeks away, exhibition organiser Diverse Exhibitions is ramping up its marketing efforts.

For industry professionals this means highlighting the benefits of attending the largest exhibition of its type in the southern hemisphere while for industry exhibitors the marketing efforts are set to maximise the number of Expo attendees.

Exhibition Manager Shaun Krenz explains "the marketing campaign for the Australian Fitness & Health Expo is now in full swing, achieving outstanding results with industry visitor registration numbers two weeks ahead of 2012 and consumer ticket sales double last year's figures at this point in time.

"Activity includes a targeted email campaign, advertising and editorial in over 30 key industry magazines, 64,000 flyers and discounted tickets distributed and website advertising on over 16 fitness and health related websites.

"The frantic pace of 2012 has continued into 2013 and we are proud to announce that the show is 96% sold!

"Furthermore, our marketing department and PR Company, Square One PR, have been working overtime to ensure the show reaches its full potential."

With less than six weeks until the Expo and exhibition space close to capacity, Krenz is urging undecided potential exhibitors not to hesitate in securing their stand.

As Krenz adds "(the Expo presents the) opportunity to sell your products direct to over 30,000 fitness professionals and enthusiasts and put your brand front of mind for future purchases.

"With more feature areas than ever before, the excitement is rapidly building. The 2013 Expo will entertain, engage, inform and amaze like never before."

Marketing Campaign
The six month targeted campaign for the 2013 Australian Fitness & Health Expo incorporates a variety of activities including trade and consumer magazine advertising, targeted email campaigns, online advertising, direct mail, social media, radio and gym advertising.

The activity undertaken is coded in order to assist in analysing the success of each media and to aid in future planning.

Visitor Target Audience
1. Gym Owner/Managers: key commercial equipment buyers
2. General Trade: Personal trainers, Fitness Instructors, Group Fitness Instructors, Nutritionist, other trade roles
3. Vertical Markets: target key fitness equipment buyers from:
• Education Universities, Schools, Colleges, TAFEs, Australian Institute of Sport;
• Professional Sports Clubs Rugby, Surf lifesaving clubs, AFL;
• Council and not-for-profit aquatic, fitness and recreation centres including PCYCs and YMCA facilities;
• Retail Sports/Nutrition Stores;
• Rehabilitation Clinics Physiotherapist
4. Consumers: 'gym junkies' who attend the gym at least three times per week (target breakdown 60% female, 40% Male)
5. Bodybuilding Consumers: predominantly males aged 18 to 40 who are consumers of supplements, and fitness enthusiasts looking to gain a competitive edge on wellness, recovery and muscle building.

Social Media
A cutting edge social media and digital campaign has been implemented for the 2013 Australian Fitness & Health Expo with high engagement with both consumer and trade led content. A strong presence on Facebook and blogs alongside other platforms including YouTube and Twitter has created a social media hub, tying together a fully integrated digital program.

Media Partners
Among various media partners for the the 2013 Australian Fitness & Health Expo, Australasian Leisure Management is the exclusive Trade Media Partner.

To be held at the Sydney Convention & Exhibition Centre from Friday 19th to Sunday 21st April, the 2013 Australian Fitness & Health Expo is open only to those in the fitness/health trade on Friday 19th April, with general and trade admission on Saturday 20th and Sunday 21st April.

Trade visitors can pre-register online for free entry by clicking on the link below.

To exhibit contact Exhibition Manager Shaun Krenz on email skrenz@divexhibitions.com.au or go to http://bit.ly/XZrCUc

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