Take a seat at the table that connects your industry.
The place to connect with the latest furniture innovation and
design trends in 2015
Thursday to Sunday July 9 – 12, 2015 Royal Exhibition Building Carlton Gardens, Melbourne
Showcasing original design, new products and furniture that meets quality workmanship & manufacturing standards, as well as sustainable & ethical practices
WELCOME TO THE EVENT THAT DELIVERS INSPIRATION, ANSWERS, EXCITEMENT AND BUYERS! The Australian Furniture
Association (AFA) recently embarked on an active review and evolution of
its peak event, Furnitex.
Conceived and still owned by the AFA, this central
representative body for the
Australian Furniture Industry took the very important
decision to appoint a new
event organiser to manage the day-to-day detail
and delivery of a healthy, revitalised event. This event will
showcase furnishing
and furniture industry products only. This is
not a gifts & homewares event. In addition,
exhibitors’ products
need to meet our Quality Workmanship, Original
Design & Manufacturing Standards and
Sustainable & Ethical Practices Guidelines.
WE ARE INJECTING SOME LOVE AND A FRESH NEW
Furnitex Repositioned This event is considered
the cornerstone resource
for the Australian furniture industry, both here and abroad – a not-to-be-
missed gathering of the
industry, where those who attend gain a significant business advantage.
To retain and strengthen this reputation while
inspiring the future of
furniture in this country, we need to embrace change. Change is
inevitable and we have
seized this opportunity to
inject new ideas, facilitate growth in a positive way
and develop solid strategic plans with a shared vision.
There will be a fresh focus on: o quality manufacturing standards
o making exhibitor display
categories relevant to the furniture industry
o gaining instant access to key buyers who are
APPROACH…
attending the educational
While AFA will have an
exhibitors to target and
active interest in this event so it is truly conducted by the industry, for the industry, they have
retained the services of
Expertise Events, a solely independent, Australian
programs - allowing
activate proposals in real time
o celebrating outstanding furniture innovation and design
o rebuilding the event with
owned organiser,
active involvement from
Expertise team will work
to ensure connection, care,
neutrality in order to react to
of your industry.
as managers. The
your industry Association
independently and with
nurturing and development
the market more swiftly and have the flexibility to review all aspects of the industry’s marketing needs.
Furnitex will become known as Furnitex Connect.
There’s a reason ‘connect’ is in the name. It has been
redesigned to advance the industry, AFA members, and their businesses.
Melbourne will play host to four days of idea-sharing, networking, learning,
relationship building, and
partnership development –
it’s where the entire industry CONNECTS.
Exhibiting at Furnitex
Connect will give you the rare opportunity to help
influence the reinvention
of The Australian Furniture Association’s premier
event... and in turn, shape your industry.
“progress is impossible without change, and those who cannot change their minds cannot change anything” George Bernard Shaw
FRESH THINKING, FRESH ENERGY. THE FURNITURE INDUSTRY’S BEST INTERESTS AT THE HEART OF EVERYTHING WE DO! There is a bold new vision for Furnitex Connect.
Epitomising this change in direction is the significant decision for the industry association to invest in
the redevelopment and growth of the event.
With your customers’
tastes evolving, shopping habits changing and
market share decreasing,
furniture retail may have its challenges, BUT Furnitex
Connect has the answers.
Furnitex Connect will
Present your business
quality customer
industry including:
become a high traffic
to the Australian Pacific
environment, making it
o National and
easy for the right buyers
and sellers to meet face-
to-face and do business in a professional yet relaxed
environment. Together we’ll negate the need for buyers to travel overseas or buy
online. And with the newly designed event we will
also provide buyers with
more compelling reasons
to attend than just ‘buying’. Remember ... inspired
and energised buyers = more business for you!
NEW EVENT LOCATION Beautiful architecture
holding beautiful design After carefully considering all venue opportunities, the chosen venue for
2015 is the magnificently restored Royal Exhibition
international buyers
o Decorators/interior designers
o Designers o Architects/specifiers o Lifestyle media o Retailers o Government departments o Registered training providers and
course deliverers o General public
Furnitex Connect will be
the new, annual AFA show, redesigned to connect the industry and inspire the
future of furniture buyers – where all the answers can be found under one roof.
Building, Carlton Gardens – a precinct reminiscent of international furniture festivals in Melbourne – the design pulse of
Australia. With facilities
for conference sessions, flexibility of catering and cost-effective parking and polished wooden
floors to complement the
displays, this venue offers numerous commercial
opportunities benefiting
both exhibitors and visitors.
Designer – Nick Johnston Manufacturer – rogerseller
FLOOR PLAN
GROUND LEVEL
UPPER LEVEL
Royal Exhibition Building 9 Nicholson St Carlton Gardens, Melbourne July 9 – 12, 2015
Indicative layout subject to change
NEW SHOW FORMAT The new format allows
Feature displays:
effectively target trade
presentations and world
companies to cost-
only or the combination of trade and public buyers. It will give attendees opportunities:
o for professional
development through a specific industry-
developed education program
o to stay abreast of
the latest products and trends
o to network with their peers o to develop engaging
New interactive
standard displays/
collections will be included in the event format to
further enhance the live event experience.
Industry Support area: This area has now been established within the floorplan layout and includes important
associations, guilds and
government departments; all vital to resetting and maintaining quality
manufacturing standards,
relationships with new
and ensuring a relevant
and celebrate excellence
we move into the future
Industry Awards.
the industry.
and existing suppliers
industry presence as
at the Australian Furniture
success of the event and
Progressive Changes
B2B Networking Lounges:
thinking and building
the floor where exhibitors
by including being more
over a coffee.
The injection of fresh
New areas dotted across
aspects to reinstate growth,
can meet in a neutral space
than a showcase - it needs
A 4-for-1 Event
to be a global interaction
where you can engage and inspire buyers, discuss solutions and establish
and build fruitful, long term relationships.
It’s all about better value! Furnitex Connect will
co-locate with speciality
events including lighting, floor coverings and
design elements - these
Site changes being
complementary sectors
Floorplan layout, entrance
add to the overall buyer
new pavilions, online pre-
attendance from new
and customised packages
to new buyers.
undertaken for you:
or fairs within a fair, will
features, registration areas,
experience and draw
booking appointment facility,
markets, exposing you
have been structured to
streamline bookings. A full
review of all costs is being undertaken to identify savings in order to
reduce future increases and, where possible,
implement reductions.
New Talent
Now envisage your stand
emerging designers in a
amongst other quality
cutting edge design that
distributors, wholesalers,
2015 will showcase
space on the exhibit floor
display like no other. See
furniture manufacturers and
will get you thinking.
suppliers and more, who
Match‘n’Meet Diary Service This is a free online appointment diary system enabling visitors to request an appointment time with you at the event. This gives you an invaluable opportunity to establish a relationship with the buyer prior to arrival. Education
The biggest challenge of any industry is keeping
collectively represent the
entire furnishing offer, plus
lighting, floor covering and
design elements. It’s bustling with buyers from every furnishing channel.
Take your seat at the table where we will serve you
the opportunity to generate
and connect with more high quality leads over four days than you might make as sales calls over a year.
up-to-date with relevant information that gives
you specific, achievable strategies and tactics. The new educational
offering will be more than
just conference sessions. Everywhere visitors turn,
development opportunities will be available, adding
value to the buyer’s visit. Catering
Catering will be enhanced by the inclusion of a New York style pizza & pasta
cafe on demand, centrally located on the exhibition floor. This initiative has proven a success at
similar trade events where chefs will create fresh
dishes in front of you and your visitors.
Designer – Meghan Kelly
PROVEN MARKETING AND PROMOTION To successfully access and deliver the right
buying audiences to Furnitex Connect, a
phased and multi-layered marketing campaign will
promote the unique event
identity and positioning. It
will convey the new energy and evolution of the event, as well as its exclusive features and offerings.
Designer – Chris Lu Manufacturer – CLU Living
The Right Mix
Trade Magazines – Magazine
relationships will be pursued
channels will complement
releases will feature
will be leveraged with show
– Multiple communication and reinforce each other and include:
Hosted Buyer Program – A program targeting
specific high-value visitors. A hosted buyer program
will offer rebates for travel and accommodation.
Direct Mail – A series
of direct mailings will be
central to the campaign. To achieve cut through,
innovative designs including die-cutting and special print finishes will be employed,
ensuring message delivery,
registration and attendance.
advertising, PR and press
prominently in the promotional mix, utilising the significant
penetration these media have within our target audiences. Web and Social Media –
The website, e-mail marketing and a social media program
will deliver the message and be consistent in design to the campaign.
Partnerships and Supporters – Key partners and supporters are an integral part of
any successful exhibition
marketing campaign. The AFA has established significant partnerships with trade
as areas of common interest seminars and features. Radio and Newspaper
Advertising – Campaigns close to the fair dates will
encourage awareness and visitation in the host city.
Public Relations – We
retain an independent Media Relations company to leverage additional exposure for the event and our exhibitors. Awards – Recognising local
outstanding design and talent is crucial for the industry’s long term success. A design
Telemarketing – A well
competition will form a
targeted phone call
feature display at the event
can quickly reinforce
and the Australian Furniture
attendance intention and deliver registration material on demand. SMS Reminders – Closer to the event, a reminder SMS would be broadcast to the registered attendees.
Industry Awards event on the Saturday evening will recognise all involved. The People’s Choice Awards will acknowledge those exhibitors who incorporate exhibition excellence including
associations, Government
Event Mate - Visitors can
pre-show activities and
federal, and educational
giving them instant access to
layout, staff engagement and
everything show related.
overall involvement.
Departments, both state and institutions. Even richer
download our free Web App
marketing, stand design and
WHY EXHIBIT? We understand that sales are important, and by also providing a total
visitor experience that
Benefits of exhibiting or sponsoring; o
not just at the event but
stimulates and motivates, this quickly filters down to become sales.
With a new format and fresh faces, this is the greatest
for months after o
o Create
a database
of new buyers
The event floor is made up
o
areas, and areas that
o
Enhance relationships
with existing customers
of exhibitors, educational
Make sure your brand,
company, products and
connecting the industry on
solutions remain top-of-
multiple levels.
Pay for what you want!
Promote your brand to key buyers
opportunity for growth.
inspire and excite –
Build your sales pipeline,
mind with buyers o
Save time and money
Our new Dynamic Pricing
by meeting a large cross
the markets you want
would normally take
model allows you to target
section of buyers that
to reach across trade
months to achieve
and consumer market
segments. Direct savings will be passed onto
exhibitors by reducing the floor space rate across various zones. And
exhibitor rates also depend
o
Reach those hard-to-meet decision makers
Whether you’re well
established or just starting out, Furnitex Connect has an option for you!
on location and section
Reserve your Furnitex
you can make substantial
easy steps:
of the event. In addition,
savings by being a member of the AFA. By joining the
AFA, financial members are
entitled to special discounts on the floor space, saving
more than the membership costs!
The new approach
promises to make it easier for you, the exhibitor, with even more opportunities to showcase your
range, deliver inspiring experiences and hold important networking
meetings. In other words, delivering what you have asked for.
Connect space in four
1. View the floorplan and
look at what section best serves your product – pure trade
or a combination of trade/consumer.
2. Consider location –
for example: close to
education and the show floor features gives you great exposure.
3. Contact our sales team
for full details on our new pricing model.
4. Complete the booking form and return or call now and lock your space in!
SPONSORSHIP OPPORTUNITIES Sponsorship is a tremendous opportunity to highlight your brand as a leader among the best in furniture and
demonstrate your support of the greater industry. A limited number of
opportunities are available! There is an opportunity to tailor each sponsorship
package to meet your needs. o Your logo will be seen on all
print and electronic material further building your brand beyond the stand space.
o Maximise the value of
your stand. Sponsorship stats have proven that
visitor traffic increases for companies who sponsor. o Be seen as a leader.
Sponsorship is a prestigious way to proactively be part of reshaping the new look Furnitex Connect.
Packages include
(but not limited to):
Exhibition Bags
Event Pen and Pad Pack
Merchandise Windows
visitors with your logo on one
pen and pad pack featuring
a unique retail window with
Distributed to all exhibition
side, and Furnitex Connect on the other.
Value $7,500 Lanyard
Get constant exposure at
Each visitor to receive a
your branding for use during the event. Does not include material supply however
quotes can be arranged. Value $2,500
the show with your company
Registration Screens Logo
lanyard distributed to every
information rotating on screens
name on the official show registered buyer. Value $5,000
Visitor Badge Pouch
Reach the select target
audience with your logo/
name on the badge pouch and one piece of literature
to be placed on each seat in conference sessions. Value $5,000
Floor Planner
Directory Lightbox
A large light box with exhibitor list and stand numbers
situated at the conference entrance to assist visitors.
Have your stand highlighted and full signage graphic at base of this valuable tool utilised by buyers. Value $5,500
Have your logo on all the
at the entrance while buyers are lined up at registration.
Let a merchandiser create
your product. Open to six (6)
partners each window will be created in consultation with you. This opportunity
Includes a floor talk from a
professional window dresser for buyers attending the
event. Logo/name included on all floor plans. Value $4,500
This is available to just three
Coffee Partners
as a single or a block of three.
who buys coffee walk around
partners and can be bought Value $650 per logo block On-Floor ‘Fresh’ – Catering Area
Our new on-floor outlet
will have ‘fresh’ cooked food
made to order along with the unique opportunity to have
the naming rights of this area through use of company name, brand or logo.
Influence in menu creation
is also available along with table ‘talkers’ and floor
plan integration for further branding.
Value $7,000
Have everyone in the hall
with your company name,
brand or logo. Another unique opportunity that definitely has cut through!
Value $9,500
BE PART OF THE FUTURE OF FURNITEX CONNECT AND EXPERIENCE THE DIFFERENCE Contact the team at Expertise Events today to discuss your involvement: E: connect@expertiseevents.com.au W:furnitex.com.au T: 02 9452 7575
PO Box 6053 Frenchs Forest NSW 2086 www.expertiseevents.com.au
Level 1, 376 Heidelberg Rd Fairfield Vic 3078 www.australianfurniture.org.au
Expertise Events’ mission is to create memorable experiences that connect people and markets in a very personal way. Creating Memorable Moments ... it’s what we do.