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Published by Do it Best Corp., 2019-11-20 09:32:51

PL Issue 12, 2019

Issue 12

Start Something


An Insider’s Look at Event Marketing

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


We partner with several radio and TV stations and get a lot of free media
coverage with different morning news teams. We also make sure our
event is on every community calendar and magazine in the city. Jim

Hosting an event takes a lot of
promotion. We do radio and leverage
our Best Rewards email list to get the
word out. Social media is also great for
building hype for your event - the more
creative you get the better. Pat


I saw my staff really shine when we
started doing EggFest events and it was rewarding to see them step up. When you are in
the thick of event planning, you realize that it doesn’t come together in a few days or with a
few people. It takes a team effort so don’t be afraid to

delegate and give your staff added responsibility. Jim
Special events aren’t limited to
We used to always have free events, but we started EggFest. Talk to your Consumer
charging for EggFest. At first, it was hard and we Marketing Specialist to identify an
questioned if we were doing the right thing. In the end, event that’s right for your store.
it showed customers that we were really engaged in the
event and that it was a big deal. Pat Cooking Class

Charity Build Craft Night

Customer Appreciation/

Holiday Open House

Ladies’ Night

Pet Adoption Day

Safety Education

2020 NRHA management
training scholarship available

We’ve partnered with the
North American Retail
Hardware Association
(NRHA) to sponsor a
scholarship to help
Do it Best member-
owners participate
in NRHA’s Retail
Management Certification
Program. Learn more on

IN THE NEWS Fall Market

The Hardware Connection provided a stellar recap
of our 2019 fall market.
Check out stories
published in M & M Building
industry trade Supply
highlighting the Sterling Hudgins and
Kathryn Tatterson of
growth, innovation, M & M Building Supply
success, and giving were featured on the
spirit of fellow cover of The Hardware
member-owned Connection for their
stores. new store in Mathews, Virginia.

All of these publications provide free subscriptions to their print editions and access to
their digital issues. If you’re not currently a subscriber, use these helpful links:

• Building Products • LBM Journal We’re posting content
Digest/Merchant • ProSales daily that highlights
Magazine our company’s
• The Hardware
• Hardware + Building Connection achievements and
Supply Dealer members’ successes.
• Contractor Supply Be sure to Find,
• Hardware Retailing Friend & Follow us on
• Industrial Distribution
• Independent We Facebook, LinkedIn, and
Stand • Industrial Supply Twitter.
SAVE 2020 Do it Best Spring Market Indianapolis • February 7-10 NEW
THE DATE 2020 Do it Best Fall Market Indianapolis • September 11-14 MONTHS!

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