The Homebuilding & Renovating Show is the UK’s leading event for self-builders, renovators, and homeowners looking for expert guidance, suppliers, and inspiration. Our work with the show has spanned several years, evolving from UX and website strategy to deep data intelligence, audience retention, and exhibitor marketing.
Insight
Using Data, Audience Insight, and UX Strategy to Drive Attendees and Exhibitor Success
Our challenge?
- Understanding why people attend the show, how they navigate it, and what they expect at different stages of their renovation projects.
- Developing data-driven audience acquisition strategies, ensuring every show is well attended.
- Enhancing commercial value for exhibitors, providing them with meaningful audience insights to increase stand bookings and ROI.
By blending behavioural, geographic, and commercial data across multiple years and event locations, we’ve developed a sophisticated strategy that benefits both attendees and exhibitors—ensuring maximum engagement, retention, and commercial success.
Strategy
Our work has focused on three key areas:
- Understanding Attendee Behaviour & UX Optimisation
- Conducted in-depth user motivation analysis, identifying the different stages of a renovation journey and mapping them to event engagement.
- Developed a UX structure for the website, ensuring potential attendees could easily find relevant information based on their project stage.
- Worked with the in-house development team to implement UX changes, improving the event discovery and registration process.
- Data Intelligence & Audience Retention
- Built a custom data warehouse using Google BigQuery, aggregating insights from:
- Three years of data across eight locations (24 shows).
- Geographic mapping of attendee travel distances, helping define optimal marketing zones for each show.
- Retention analysis, identifying repeat attendees and behavioural trends across different event locations.
- Used this data to set strategic commercial objectives, ensuring Future’s marketing team could maximise return attendance and drive cross-show engagement.
- Built a custom data warehouse using Google BigQuery, aggregating insights from:
- Targeted Paid Media & Exhibitor Growth
- Developed high-performing lookalike audiences based on attendee data, allowing for:
- Precision-targeted paid social campaigns.
- Geo-fenced advertising strategies, ensuring each event’s marketing spend was optimised within relevant travel distances.
- Created an exhibitor insights framework, giving exhibitors a clear understanding of attendee profiles, project timelines, and purchase intentions.
- Developed high-performing lookalike audiences based on attendee data, allowing for:
- Worked with the commercial team to enhance media packs, making the show more attractive to exhibitors by demonstrating the commercial value of attending.
Delivery
Through data intelligence, digital marketing strategy, and user experience refinement, we’ve helped elevate the Homebuilding & Renovating Show into a data-driven event powerhouse.
Making It Matter
Our work has helped the Homebuilding & Renovating Show become more than just an event—it’s now a strategically driven, data-backed experience for both attendees and exhibitors:
- Improved attendee acquisition and retention, ensuring strong attendance numbers across all locations.
- Optimised marketing spend with geo-targeted audience modelling, improving ROI for paid campaigns.
- Enhanced exhibitor value proposition, making the event a must-attend for industry suppliers.
- Developed a scalable business intelligence system, giving Future’s marketing and commercial teams the insights needed for long-term success.
By combining digital strategy, UX, audience data, and commercial intelligence, we’ve helped Future Publishing turn the Homebuilding & Renovating Show into a powerhouse event—one that continues to grow, attract high-value exhibitors, and provide meaningful experiences for attendees.