by Kathy A Henry
The first Glidden Color Tour was transported in a custom-painted van. It traveled across the country setting up the entire display at each stop. These stops included Home Depot stores, home centers, and hardware stores who carried Glidden products. The success and attention we received from the first tour suggested opportunities for communicating with consumers on a one-to-one basis, so we considered a more permanent display.
The next year, we wanted to expand the program, but make it simplier to administer. I spotted an ad for Mobilexhibit and then saw a vehicle shell at a Mobilexhibit showroom.
We appreciated the totally customized capabilities of a mobile exhibit and the cost of the trailer was attractive, considering the life of the exhibit.
We were looking for a vehicle that would be versatile enough to expand venues, and easy to change the design from year-to-year.
We were also looking for a turn-key exhibit program that would be easy for our Glidden representatives who would be staffing the tour.
We wanted to reach the consumer at a grass-roots level to enhance the Glidden brand image and provide decorating ideas, colors, and confidence in an attention-getting exhibit.
A mobile exhibit can be a way to differentiate yourself in the marketplace and create excitement for your product among your customers.
It is a great tool for sales people to use to communicate brand messages to customers. It's a perfect opportunity for sales people to interact directly with consumers, help them with choices, and listen to their questions about your product.
As with all marketing initiatives, it is important to know who your customer is, and how they shop. Through the exhibit, we are able to reach our consumers before they make that trip to the retailer looking for product. We try to establish our brand before they reach that point.
It's crucial to have a supportive, knowledgeable, personable staff as well as professional drivers.
Listening to your customers is vital, and the exhibit provides an excellent opportunity in an informal setting.
We also wanted to help establish relationships between our sales representatives, store associates, and store management.
Stores hosting the events were extremely supportive of our efforts. Surveys completed by sales representatives and store management were overwhelmingly positive. They enjoyed having something special to show their customers - something that was fun and would inspire them to decorate in their own homes. All said they would welcome the Glidden Color Tour back next year.