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Life Instyle finds success with online marketing
[Fri 17/02/2012 10:38:08]
 Boutique trade show Life Instyle has recorded its highest ever number of pre-registrations thanks to increased marketing, especially online, in the lead up to the Sydney show.
Organisers are predicting visitor numbers to be on par with previous years, if not better. Exhibition manager Amelia Coote-Harris explains the positive reputation of the show is bringing back visitors but cross promotion has also paid off.
"I think we've being doing a lot more marketing to gather more visitors and across different mediums as well, so really concentrating on online and blogs and things like that,"she says. "Our market is very online savvy so it seems to have worked really well in capturing that market."
Retailers will find 30 per cent new exhibitors in both Life Instyle and Kids Instyle sections of the event. This means buyers won't get the same show they went to last year.
"You're not going to come and see the same thing, there's going to be quite a different look about it which is always nice. People come to see something new so we're excited about those figures.
"I guess flicking through the handbook there are some beautiful products and colours and we're really excited about getting on site and looking at all the stands."
Early indications for product trends show both pastels and bright colours to be popular with a tangerine themed section set up at Life Instyle, and vintage and eco-friendly goods remain popular as well.
"We've had a couple of new companies that are of that sustainability and eco [philosophy]. Organic cotton I think is quite big [at the moment]."
On average, only 30 per cent of Life Instyle visitors attend the other gift fairs as well. Coote-Harries advises retailers only heading to the other fairs to think about Life Instyle as well as it may help you find that unique product to lure cautious consumers inside your store.
"I think in the current climate you have to make sure that you see everything and that you are differentiating yourself from other competitors.
"If you're not coming to Life Instyle then I guess you could potentially be missing out on some products that may suit your customers down to the ground, so if you're able to I guess find those little niche products and those more boutique products that sell well then you're creating interest in your store," she explains.
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