Toronto Builder - Winter 2017 - 9
that matched. We would switch out the
The introduction of internet buying has
a truly intuitive lifestyle and get their home
halls every weekend to focus on a differ-
also changed how consumers look for and
working for them. Homes have become
purchase products for their home.
smarter, more energy efficient, intuitive
Jumping ahead another 50 years, and
"Today's attendee is much more
it's all about experiential, seeing what
informed than in the past," says Denise
Home shows give homeowners the
could be possible and how you can get
Hayward, Show Manager for the Toronto
opportunity to experience, compare and
your space connected and working for
Fall Home Show and the 10-day National
shop services and home related products
you. Home shows fill that void between
Home Show. "They have often done their
under one roof. They also offer visitors
products and application, and provide
research and have a lot of knowledge
the ability to meet with local and national
more educational and practical content
before they attend the show. Consumers
businesses, as well as industry experts.
than ever before for consumers. They
are now looking for an experience. Already
What hasn't changed over the years is
offer an opportunity for homeowners to
very comfortable with online purchasing,
that the shows still involve people. What
see how the latest and greatest products
the opportunities that they expect at the
has changed is that people are now learn-
can be integrated into a space, as well
show are much more experiential and they
ing from people more versus simply show-
as a chance to learn to do-it-yourself by
want the ability to engage with a product.
cased products. As shows are linked to the
getting hands-on experience.
The days of passive selling are long gone."
times we live in and how we live, it makes
To stay relevant, Hayward understands
sense that renovation has started to play
a show has to offer the products and servi-
In the 1950s people were happy just
ces that not only today's consumer needs,
looking - that's not the case in 2017.
but also what tomorrow's homeowner is
Consumers, especially millennials, want
to meet people, learn and get hands-on.
and even hands-free.
a bigger role in home shows.
MAKING THE INVESTMENT
Attendees now often come to a show
"With technology advancements,
with a project already in mind, or at times
Social media sites such as Pinterest
we have the ability to connect with our
already under way, so many come with
and YouTube have sparked an interest in
visitors before, during and after the show
measurements, pictures, and a budget.
do-it-yourself projects, and social net-
to find out what they came to see. With
Home shows have evolved because
working sites are the place to shine a spot-
that knowledge we are able to evolve the
of home ownership - it's been a 60-year
light on your handyman prowess.
show around the changing needs of the
swing. And with an audience of renters
consumer," says Hayward.
decreasing, renovation has started to play
"TV has become a less effective medium.
Home shows are a great marketing tool that
With an increased focus on connected
a bigger role in our lives and home shows
helps drive product into people's hands.
living, the National Home Show's man-
offer an education opportunity, from both
Magazines offer inspiration and cover
date is to bring new and innovative home
a professional perspective, as well as an
one area, but don't get into the nuts and
advancements to guests by showing ver-
interactive learning approach.
bolts - like how to install a window - the
sus telling. Creating spaces on the show
People are investing in their homes and
application," adds Payne.
floor where guests can see, touch and
consumers are showing that renovation
experience how they can move closer to
is important. Yes, people are looking for
Home shows offer both!
www.bildgta.ca * 9