Page 2 - PL Issue 12, 2019

Start Something Fully commit
Special An event shows

people what your
store’s about and
speaks about your

An Insider’s Look at localness. Amazon
isn’t having an event
Event Marketing and you can really

set the tone in your
As a successful independent home community when you
improvement retailer, finding new ways commit to doing something special. Jim
to connect with your community is an
important part of strengthening your When you decide to host a special event you have to be all in
relevance and driving more sales. and make sure everyone on your team is on board. Be ready
Effective event marketing allows you to to invest money and resources to put on a quality event that
reach current and potential customers in a you will be proud of. Don’t start small, start big. Pat
fun way that draws them to your business.

So where do you start? Do it Best What’s your what
member-owners Jim Lehrer of
Brownsboro Hardware We started carrying the Big Green Egg 11 years ago and
& Paint in Louisville, folks were talking about this EggFest thing. No one was
Kentucky and Pat Sullivan doing it in Louisville yet and we wanted to be the first. Jim
of Sullivan Hardware & We wanted to create an event that would get people out of
Garden in Indianapolis, their pajamas and into our store. If you think you’re not in the
Indiana both host very entertainment business, you’re mistaken. You have to deliver
popular EggFest events on experience, and then sales will follow. So, figure out what
in their communities
Jim Lehrer
that have grown to makes the most sense for your store and do it. Pat
establish their stores as
category experts and the
go-to grilling destination.
Consider their insights and
experiences hosting special
events and then start
planning your own in the
coming year. Pat Sullivan