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Kids Business is thrilled to announce a new strategic partnership with Essential Baby & Toddler Show, joining forces to add more value to brand partners and our community of Mums.

(Image: Marketing Manager Matthew Appleby from Essential Baby & Toddler Show and Managing Director Christie Nicholas from Kids Business)

Kids Business and Essential Baby & Toddler Show (EBTS) have formed a partnership that will enable both parties to give back even more rewards and benefits to our respective exhibitors and influencers, by sharing resources and connections.

What started as a humble client-supplier scenario where Kids Business was recruited to drive awareness for upcoming shows has now evolved. This year will see both players support each other further.

Some of the ways the partnership will benefit brand partners and the Mum community:

  • The role Kids Business will play is to continuously build up the profile of the shows via their vast community of influencers, Australia wide to ensure the show is top of mind and how it is of benefit to consumers.
  • EBTS will have priority access to integral market intel Kids Business gathers and investigates related to Mums’ purchasing habits.  EBTS will be able to share key data insights exclusively with their corporate partners.
  • This will ensure EBTS is at the forefront of trends and enable EBTS to further inform their corporate partners on ways to stay relevant to the next generation of Mums.
  • EBTS will also involve and invite their community of mums to participate in exclusive initiatives and alternative campaigns driven by Kids Business, which will provide EBTS another way to foster a more involved relationship with their audience.

To start this relationship, Kids Business welcomed Essential Baby & Toddler Show as our media partner for the premier Influencer Marketing Events, Bloggers BBQ, which took place earlier this year. This unique platform created an opportunity for the EBTS team to personally promote, engage and educate 73 influential guests (with an audience size of approximately 3 Million Mums) about their upcoming events and to establish the start of a long-term relationship with them.

Matthew, Marketing Manager for Essential Baby & Toddler Show,  explores how working with Kids Business has given the show a new voice in the below interview:

How many influencers would you say you have met with today at the Bloggers BBQ?

I think all of them. It is hard to count!

It’s really has been fantastic! Lots and lots of people are wanting to come and engage with us. It provides us with the opportunity to able to introduce ourselves personally and just have a general conversation with everybody to find out exactly what it is that they are doing, especially those who we don’t know yet.

Are there any influencers that have stood out to you today?

Mel Watts (190,000+ audience size), she was an influencer that stood out to us, definitely!

Why have you chosen to start working with influencers now to promote the Essential Baby and Toddler Show?

In some ways, I’d wish we had done it earlier.

Influencers are the people who are speaking to our direct audience.  We need that connection with the influencers to give us the platform to be able to speak to them. Kids Business has been able to do that for us – the connection and relationships are just amazing!

What are the benefits you have seen from working with influencers?

There are so many benefits of working with influencers and allowing their voice to share a message that benefits their readers.

Did you see a spike in pre-event registrations from the additional, pre-event promotional coverage?

Yes, we had a record number of registrations, it was great to push out all this coverage. Influencers were able to speak about their experience at the show and their readers can relate and know exactly what to expect when they arrive. It really helps talk people through that experience, so consumers are truly informed and know what to expect when they get there.

Do you think EBTS and your exhibitors will gain value from the additional support Kids Business provides? (i.e, access to market research intel and other insights)

Absolutely. It truly is added value to be able to give our exhibitors industry insights. It is great for us to be able to offer that to them. It will really help future exhibitors, knowing that we are working with people that can really be supporters in the industry from a knowledge perspective. We are also speaking to their consumers, hearing what they have to say and then delivering that back to them – so that is a massive benefit to us.

What’s new that Essential Baby & Toddler Show have in store this year?

We are launching the New Beginners Guide Live Forum which will be for Brisbane and Melbourne and we are bringing together panels which will also feature selected influencers who come together and answer queries they may have about all the relevant topics that matter to them.

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If you have a strategic partnership idea that you would like to share with kids business we welcome you to get in touch!

 

See more success stories here and contact us to find out how our network will grow your brand too.

 

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