Spring home makeover season is around the corner. Everyone in your organization is ready: the promotional calendar is set, marketing is in place, inventory is flowing. All actions are rolling out smoothly.
Something else is also happening everywhere that could make a big difference—and is often overlooked.
Local home shows.
With all our integrated marketing plans, we sometimes overlook the things that can’t be executed digitally. I’ll be honest: scaling home shows nationally can be challenging. Each one is an event in and of itself. Negotiating the placement, creating a booth, setting it up, staffing it, tearing it down… It’s a lot of work, especially when no one in the organization really owns it.
What if you could execute the program in a meaningful way?
Consider this stat: 93% of home show visitors are planning a project within the next 12 months. Experience has shown me most people attending these shows are what I’d call “passionate remodelers”. They watch HGTV constantly and always are looking for the next project. If they become a customer, you’ll not only get the business, but you also get a raving fan who will tell everyone about your brand.
While your competitors are sending the same ads to the same people through a phone on social, you could be interacting personally with passionate home improvement connectors. They are trusted by their friends and family because they do their homework—and are always talking about the next room remodel.
Don’t just throw a folding table up, though. Remember: these customers are passionate. Put your best foot forward and take the time to make a memorable experience for them. The last thing you want to do is disappoint a community’s raving remodelers.
The best things in life are not always easy. If scaling a program is not within your organization, work with a company that can do it for you. Find an agency that lives for this. They will get to know your brand, create a scalable program within your budget—and execute from start to finish, including staffing.
More than ever, we all must find creative and unexpected ways to outflank our competitors. These solutions won’t always be easy, though. In the home improvement space, local home shows are a great place to start.