Home Depot Targets Contractors with a Trade Show Tour - Event Marketer

Home Depot Targets Contractors with a Trade Show Tour

DB_HomeDepot_Ex 2008
Brand: THE HOME DEPOT
Agency: THE MARKETING ARM
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2008

To reinforce its relationship with contractors across the country, the Home Depot took its Contractor Trade Show to 100 cities in 10 months. In its seventh year now, the tour was divided up into west and east coast regions, stopping at 50 locations each. The show traveled in two branded 53-foot trailers (one per tour).

Once on location, the show took over 20,000 square feet of space at each Home Depot with a 7,200-square-foot tent in the store’s parking lot. Under the tent, a central stage was set up with lots of signage. Outside, an area with building products, tool rental equipment and gardening items were put on display. Participating vendors also set up both inside and outside the store. On event day, the energy ran high with sponsor and vendor demonstrations, prize raffles, giveaways and catering by Papa John’s pizza.

To spread the word about the show last year, Home Depot distributed 14,000 invitations to local contractors, plus 42,000 total registrations.

The show has helped increase sales, too. Compared to the week prior to the show, overall store sales increased by 50 percent with a 125 percent increase at contractor desk sales.

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