e x p e c t
Thursday to Sunday July 9 – 12, 2015 Royal Exhibition Building Carlton Gardens, Melbourne
d i f f e r e n t
NEWSLETTER Issue #1 Creative thinking delivers a new approach that will be music to your ears!
At last ... the AFA, owners of Furnitex, have taken control of the peak event of the Australian furniture industry and appointed an Australian, family-owned exhibition company with the brief to re-imagine it! This is a positive step for the industry. On January 14, a blueprint for the 2015 event was launched, detailing every aspect under review and actions being implemented. Two weeks later, stakeholder presentations were held in the major capital cities covering the initiatives and introducing the new team. In case you missed it, here’s a snapshot of the major initiatives: •
Quality Standards guidelines for exhibiting. Companies exhibiting cheap, questionable manufacturing and/or poor service back-up are being denied space
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NEW – Hosted Buyer Program that brings key buyers to the event floor
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Set-up of site tours to distribution and manufacturing sites before the event
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NEW – Trade and Consumer show format
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Awards competitions
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Industry conference run by MSA
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NEW Knowledge Hub Sessions, designed to keep buyers on the floor
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Industry Association alliances to build target audiences PLUS! Trade advertising that starts in Furnishing International magazine from this week.
Full details about some of these initiatives can be found inside this edition of Furnitex Connect News.
Hosted Buyer Program – A Game Changer! In what has been described as a game changer, this year’s Furnitex Connect has launched a bold new program targeting key buyers. Exhibitors will have a say in who they want to see on the show floor by nominating key clients. Those buyers who are nominated most often and who are judged to be important influencers, will be offered airfares, accommodation and tickets to the design awards cocktail function – FREE of charge.
A second tier to this program is also in development, which will subsidise travel costs for air or accommodation. It’s all about resetting the event and delivering the right audience. While Furnitex is widely known, it’s no secret that in some circles it’s lost some of its ‘shine’. Our new vision is about restoring the industry’s confidence.
Site Tours Well organised pre-event site tours will give buyers a ‘behind the scenes’ look at some of Australia’s major and bespoke manufacturers and distributors.
Education - A Key Ingredient Companies and individuals are always looking to up-skill or re-skill, develop management or motivational styles and be inspirational. So the industry conference, which is being developed by Manufacturing Skills Australia (MSA), will cater specifically for the needs of an evolving industry. This conference component will be held across Thursday and Friday at the show venue. Key personnel can attend sessions and stay close to the action. A full program will be released in the coming weeks.
Residential - Built-in - Patrick Cristian Gheorghu Arch Design
Knowledge Hub Sessions Exhibitors with new initiatives will have the opportunity to present in 20-minute sessions at the on-floor Knowledge Hub. These specialist sessions will include topics such as social media, customer service and staff motivation.
By The Industry, For The Industry With the new energized team at AFA and its active board, this year’s event mantra is… by the industry, for the industry.
9. To see and be inspired by the display of short listed Design Awards entries 10. To research and find solutions for the future.
Learn while you laugh! Keynote Speaker and retail consultant, Debra Templar will be conducting illuminating seminars and presentations as part of the event’s professionally developed education program. Register for her sessions and you’ll come away with inspiration, strategies, tips and techniques you can use from the moment you return to your business!
Setting a New Standard
Working in favour of the local industry is the recent change in the Australian dollar, which is helping the local market. Behind the scenes, a lot of work is being put into place and covers awards, education and specific tributes to industry foundations.
Buyers will come! Here are 10 reasons why… 1. To keep up to date with the latest industry innovations 2. To source products and services from qualified, quality suppliers 3. To be inspired and informed by the conference and educational sessions supporting the event 4. To benefit from making just one visit to source product, learn and network with industry peers, which would normally take months to do 5. To improve their company’s competitiveness and benchmark products 6. To find new suppliers who offer benefits and solutions 7. To network with peers and share best practice 8. To meet with existing suppliers and enhance relationships on neutral territory
As a result of industry feedback at the recent Furnitex Connect presentation, the organisers have set an exhibition standard for the show in Melbourne this July. Now under new management, Furnitex Connect comes with a fresh new look – with quality exhibition features and exhibitors as well as new educational initiatives. It’s essentially a new event. The following Quality Standards will need to be met by all exhibitors to maintain integrity and legitimacy of the event... These guidelines are provided to all exhibitors to ensure that visitors and buyers at the Furnitex Connect event will be presented with a showcase of original design and the best quality furniture (and furniture components) that adhere to Australian, or similar, manufacturing standards. Products which meet this criteria will give buyers the confidence that they are investing in original quality goods, fit for purpose and manufactured under appropriate conditions. Exhibitors whose products meet these quality standards gain a competitive edge in the market and ensure the future of their industry by giving confidence to buyers at the annual event and beyond.
Just appointed! Independent PR agency, A Little Extra, will be working closely with the event organisers to build awareness and excitement with both the trade and the public attending the fair.
TRADE OR PUBLIC What’s good for the WHOLE industry, and not just for some? We get it. In challenging times, companies become even more focused on their individual needs, rather than exploring what’s good for the whole industry – which would benefit them in the long term. The decision by the Australian Furniture Association (AFA) to deliver a new format for this year’s FURNITEX Connect, which combines a trade element with a consumer aspect, means some operators will need to step back and understand that the decision is good for the industry as a whole. “Over the past few years, the rise in the dollar, cheap imports and cost of labour have seriously impacted this industry”, says AFA CEO Patrizia Torelli. “So much so, that many of our larger manufacturing firms no longer exist. We have lost a great number of iconic Australian brands as a result, but a very strong industry still exists. It just looks different. “72% of our industry is now made up of small to medium enterprises, many of whom adopt mixed business models – supplying independent retailers or direct to the public”, explains Ms Torelli. “We are determined to support our larger companies, but at the same time we need to grow some of the small to medium businesses to fill the gap that now exists.” The AFA is in a strong position to take action to improve what was once one of the country’s biggest Australian-content shows. Expertise Events’ Managing Director, Gary Fitz-Roy reinforces the move for the combined format show. “We
have committed to a format which benefits the majority of the industry and whilst we understand that not everyone agrees with the move, we have created a specific trade-only area to accommodate these exhibitors. More interestingly, many of those who were taking a ‘watch and see’ approach are now choosing to exhibit in the trade-consumer space, and will utilise the ‘open-to-the-public’ days to refer customers to their stockists.” He continued, “The investment is seen as a brand marketing and promotion opportunity instead of a threat. The bottom line really is that a small number of Australia’s manufacturers are beholden to a portion of the Australian retail sector, and undue pressure is being applied by these franchise conglomerates to grow their control over the industry. We are working closely with the retail sector, particularly the independents, in a bid to make it clear that competition is healthy and consumer access to great design and innovation will benefit all. It’s an ideal environment to hear first-hand what buyers want. It’s rare to get consumer feedback so the format allows businesses to test products with the market. At the end of the day, the consumer is king!” The FURNITEX Connect organisers are rolling out a number of new initiatives all designed to lure back QUALITY buyers, whether they be trade or public.
Full page ad in the current edition of Furnishing International (on sale March 2).
Expertise Events has introduced a Dynamic Pricing model to make it possible for companies, large or small, to target the audience they want. Gary Fitz-Roy added, “Funnily enough when companies talk through the process and our decision logically, they take a step back, get it, and commit to it”.
Web advertising on Furnishing International website.
Promote your presence at the event! Distribute these flyers and stickers to your customer database for general application (available March 16).
COMING SOON! Logo tiles, web banners, email signatures and more.
“It’s also interesting to see how many companies have now noticed we have a clear vision for FURNITEX Connect, and unlike some of Australia’s politicians, we’re not chopping and changing our policies on a whim or at the behest of a few squeaky wheels”, he laughs. Mr Fitz-Roy continued, “Most importantly though, those who haven’t exhibited for some years are returning. I think it’s largely due to the fact that as a combined team made up of the AFA – a strong industry association taking the lead, and an energetic new event team in EE, we are revving the whole industry up and doing our best to cater for big, small and specialised enterprises. It’s a genuine solution to a problem and FURNITEX Connect is underpinning the new position of being the conduit that connects the whole industry.”
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Announcing Commercial Connect – this is an exclusive area within the fair, dedicated to furniture and furnishings with a commercial application. In this trade-only floor-space, you can engage solely with buyers doing business in the hospitality, office, school or university environments. Make use of the presentation theatrette to impress buyers with the depth and breadth of your products and/or services. Floor space is limited in this area so we advise booking early to avoid disappointment.
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At the recent stakeholder meeting, Mr Fitz-Roy underlined the need for the industry to work together for the greater good and reset the business model. He said, “With the Aussie dollar now settling to a lower exchange, it opens the doors for Australian companies to compete in a global market and we need to cater for the bespoke through to the majors. The Quality Standards, Site Study Tours and Hosted Buyer Program are proving to be our biggest investment, and by far the most important decision we have taken.”
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Promotional tools and advertising support!
FURNITEX Connect will be reviewed on an annual basis to ensure that it continues to evolve to meet the market needs and deliver a solution to the industry for its long term success. NOW UNDER NEW MANAGEMENT To learn more about FURNITEX Connect contact our friendly sales team: WHAT: FURNITEX connect – by the industry, for the industry WHEN: Thursday to Sunday July 9 – 12, 2015 WHERE: NOW AT Royal Exhibition Building, Carlton Gardens, Melbourne. W: www.furnitex.com.au E: connect@expertiseevents.com.au P: +61 2 9452 7575
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