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Essential Baby & Toddler Shows Appoints Kids Business To Attract Mums To Consumer Shows  via Fast-Tracked Visibility and Amplified Awareness

Essential Baby & Toddler Show – a Fairfax Events initiative, appointed Kids Business, Australia’s leading agency influencing and empowering Mums to make informed buying decisions to promote this respected and established baby consumer expo across the Eastern Sea Board of Australia.

Kids Business were engaged for their access and personal relationships with their extensive network of Mum influencers Australia wide, as well as the ability – and agility – to secure carefully selected ambassadors who genuinely understood the benefits of the event, had a personal experience with attending previously that benefited their own parenting journey and boasted an engaged and laser targeted audience.

This extra level of diligence ensured Essential Baby & Toddler Show had support from powerful influencers who were genuine, well aligned and perfectly positioned to educate, recommend and advocate the event to a much wider pool of Mums and loyal fans, in the demographic that Essential Baby & Toddler Show appeals to.

Mathew Appleby Marketing Manager (Parenting) – Fairfax Events said of the collaboration:

The Essential Baby and Toddler Show joined forces with Kids Business to fast-track visibility for our upcoming consumer shows, which is the ultimate destination for new parents to discover the latest, greatest and all essential brands they need to be across in their parenting journey. Kids Business has facilitated some extraordinary influencer relationships for us and in addition to this, warmly referred an enthusiastic line up of talent to participate in live panel discussions. As a result, we look forward to amplified awareness in the wider Mum community and opening the doors to our expo to more parents. Our partnership with Kids Business continues.”

Kids Business was thrilled to be able to exceed promised deliverables with more than double the collective reach and amount of content promised, via the 6 esteemed collaborations with direct access to over 260,000 Mums, who produced over 30 promotional pieces of amplified coverage in a 3 week window.

Leah @The Dearest Day shared with her 44.1K Followers why she loves this event:

Essential Baby & Toddler Show is a pregnant ladies’ best friend. It means you can tick all those things off that ever growing list and still sit down with your swollen feet up for an afternoon Netflix binge session. Hell yes!”

Vanessa @ Childblogger with 11K Followers echoed this sentiment with:
“I have gone to their shows every year since I first fell pregnant with Mia. As a first time Mum, I found the shows invaluable in learning about new products, speaking to experts about breastfeeding and taking advantage of specials and discounts you can only get at the Show”

Separate to the influencer marketing campaign, Kids Business also introduced EBTS to another team of well aligned influencers, who are also popular personalities, to front their interactive on-stage panel of themed discussions designed to inform, inspire and entertain consumers attending.

Christie Nicholas Managing Director Kids Business Communications explains:
“We have a high level of respect for established consumer events – particularly of this size. Kids Business continues to foster a collaborative approach when working with like-minded companies who aspire to empower Mums to make informed buying decisions. We work with brands, organisations and other event partners to generate leveraged publicity and fast-track visibility for them. We have established our own reputation of high impact influencer marketing events, so to be able to partner with the Fairfax events team on a long-term campaign is something we are proud of and excited for.”

Kids Business will continue to work behind the scenes to support The Essential Baby & Toddler Show for all upcoming events including:

Essential Baby Expo Schedule

NSW: 21st – 23rd of September 2018
• VIC 5th – 7th of April 2019
• QLD 15th – 17th March 2019

To inquire about how Kids Business can help you publicize your event contact: or ph: 03) 9598 9128.


Essential Baby & Toddler Show UPDATE:

We touched base with Mathew Appleby Marketing Manager (Parenting) of Fairfax Events to find out what the results were from the Kids Business & Essential Baby Expo collaboration…below is a snapshot of what he said..

  • “It was THE BIGGEST Saturday we ever had”.
  • “We had an increase in pre-registration with intentions to come”.
  • “Our team has already hit the rebooking targets”.
  • “Exhibitors were really happy with this event”.
  • “I certainly feel the influencer way is the way to go”.
  • “I really felt you worked as a team with me and you worked really hard to get everything delivered”.
  • “Your insights and experience into this was a brilliant part of the campaign”.

Image: Kids Business coordinated Kylie @MumSociety to participate in a discussion panel at Essential Baby & Toddler Show.

Mum Society has a combined Facebook & Instagram audience of over 14,000



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