Where to engage domestic buyers of DIY equipment
B&Q is still the daddy of DIY, with Wickes and Homebase in steady joint second place.
The weekends around Easter, the May bank holidays and through June are when gardens and garages across the UK get their first big clear out of the year. While the sun starts to shine outside, you should to be ready to deploy your professional teams of enthusiastic product demonstrators into your flagship stockists, right across the UK to capitalise on this peak purchasing period.
Brand ambassador demonstrating Gardena product to customer
Home Design Shows
“That Kevin McCloud has a LOT to answer for!” Is a sentence muttered across the country by budding have a go DIY heroes as they mimic the architectural inspiration for their own homes. Grand Designs Live lands at London’s Excel and the NEC. The Ideal Home Show attracts well over 200,000 visitors over 18 days as is a phenomenal opportunity to sell, sell, sell. If that’s too soon check out the diary of Home Building and Renovation Shows, which has eight packed out events spread out through the year, reaching right across the UK.
Product demonstration was used to sell +£45,000 of Dettol No-Touch at The Ideal Home Show
Gardening and Flower Shows
When the great outdoors calls; the British public come in droves. Whether it’s any one of the 11 Royal Horticultural Society’s upmarket events like the Chelsea Flower Show or their regional equivalents like The Harrogate International Flower Show; they are fabulous locations for reaching affluent AB1s who don’t mind spending a little of their well earned retirement money on having the right kit. Think inspirational usage ideas, pretty displays and premium packaging to get this audience crowding around your stand like nectar to a honeybee.
Engage large crowds at the numerous shows with your product demonstration
Motor Sport Events & Race Meets
Despite Elon Musk’s best efforts, there’s nothing like the roar of a V12 to stir up the senses! Petrol-heads of every age and social group gather in their tribes to drool over their racing heroes, check out the latest kit and get their hands greasy. Take your pick from Grand Prix at Brands Hatch, Super Bikes at Silverstone or brand specific motoring events at Beaulieu. They all allow your brand to reach, demonstrate and sell to your audiences in between the friendly banter, pit stops and race rivalry. Each major event in the season attracts upwards of 50,000 red blooded males who love nothing better than giving your power tools a full throttle demonstration, to make them want one for themselves.
Promotional staff demonstrate and sell the Turtle Wax Ice car polish.
If you’re interested in exploring options for a product demonstration campaign to consumers for your brand, get in touch with our experiential marketing experts at here
Best places to engage trade buyers of power tools and equipment
With B&Q being the daddy for consumer DIY, Screwfix are rulers of the roost for demonstrating to general tradespeople. Chippies, sparkies, plumbers, roofers, plasterers all pop in to pick up their tools, often on a daily basis. Travis Perkins, Jewson, Marshalls and a whole host of regional and trade specific merchants should feature too – according to who stocks your range and how far your budget might stretch! To make them really pay attention, turn up with a catering kit for free bacon baps and hot drinks; and you’ll literally have them eating out of the palm of your hand.
Trade professionals get hands-on with Worx at Screwfix
Right across the country, Tool Fair Expos take over regional exhibition halls, football stadiums and conference centres, to cater for thousands of professional tradespeople who come for one reason only: to buy new tools! If you can create a engaging demonstration with a special show deal by adding in spare batteries, travel cases or extra accessories; they’ll be doing the marketing for you when they brag about the amazing package deal they got at the tool fair, to their co-workers for months to come.
GLEE (Garden Leisure Equipment Exhibition)
Each September, everyone goes to GLEE Birmingham at the NEC for the UK’s most important exhibition for all things to do with garden machinery and power tools. It’s a fantastic event for reaching new buyers across the UK’s leading retail chains and garden centres, coupled with tradespeople looking for the latest ideas. With an engaging demonstration to bring your latest innovations to life, coupled with a show stopping trade deal; you can make your growth blossom in this industry leading annual event.
Building and Construction Trade Shows
There’s a lot of choice in this category, so you can align the selection to suit the trades you want to tap into and the geography you can reach. To give a flavour, our top five includes (1) UK Construction Week Show at NEC, (2) Future Build at Excel, (3) National Construction Expo at Arena MK, (4) London Build Expo at Olympia and (5) Professional Builder Live in Manchester’s Event City. Depending on your target audience, you can find similar alternatives for plumbing, electricians or which ever trade aligns best for your tools. These shows are busy, crowded and noisy in every sense of the word. To make your demonstration campaign work, keep your demonstrations quick and your show deal clear, strong and simple, to create cut through and you’ll build a new empire of your own.