Party’s Over for Some
During these tough times, not everyone is continuing the tradition of entertaining customers. Standale Lumber & Interiors of Grand Rapids, Mich., did not hold a golf outing this year for the first time in 22 years, according to Jan Lehman, director of marketing and public relations. In previous years, the dealer held outings with as many as 100 people attending, including hand-picked vendors teaming up with hand-picked decision-makers and their sales people.
The company also “used to do” fishing charters, along with plenty of jobsite cookouts. This year, only two or three cookouts were held, Lehman says.
“Quite frankly, everyone in our industry in this area is working harder than ever, and I don’t think our customers expect us to entertain anymore,” Lehman says. “I can’t think of one customer who even asked if we were having a golf outing. …Our focus has shifted to educating our customers and employees.”
One example of that education–leavened with a bit of fun–is the dealer’s annual Contractor Night. Standale produces the trade show while selling booth space to vendors and offering product specials.
Lehman says Contractor Night has become known as the event that mixes selling product with entertainment. There are games for kids, cash prizes for decision-makers, and a buffet and music from a small band. Vendors have come to love the event, Lehman says, and 40 have given a verbal commitment to the next show, scheduled for February. With employees, vendors, customers, and family, about 800 people descend on the five-hour, invitation-only event.
But this is still a trade show with sales to be made. Regarding pure entertainment, Lehman says, “I’m afraid those days are in the past. We are all trying to work smarter and be more profitable while doing so.”
In February 2007, Standale’s Contractor Night packed a “Biker Night” theme. Standale followed that up in July 2007 with a three-day motorcycle tour that saw 22 bikers travel 1,000 miles from Grand Rapids, Mich., to the Jeld-Wen Windows & Doors plant in Hawkins, Wis. Standale is interested in making another trip with several vendors that have expressed interest in sponsoring the event.
In addition to its epic fishing tournament, Spenard puts on other events throughout Alaska that are geared toward its contractor customers. These include golf tournaments and contractor shows that allow access to vendors. Its main show, held at the Anchorage Convention Center, provides information and training along with a meal or two.
Erie also puts on a one-day trade show for its customers every other year at the Turning Stone Resort and Casino in Verona, N.Y. That event was once held annually but was scaled back because it began to lose some of its luster, according to Neumann. For the event, Erie brings in vendors, who also help with the funding, while treating customers to a lunch and dinner at the casino.
“It’s intended as a thank-you event and an education event,” Neumann says. “It’s a win-win situation when you can get someone in for something fun, and maybe they can pick some project knowledge along the way.” A similar event is held on smaller scale at Erie’s Albany, N.Y., location.
Despite minimizing parking-lot cookouts and golf events, Central Valley still stands behind its yearly “Ag Night,” in which the dealer hosts 200 to 300 of its vineyard customers at the local Native Sons lodge in St. Helena, Calif. The turnout consists of vineyard owners, managers, and contractors. Naturally, wine figures prominently. “At this event, you know everyone is here. You get more bang for your buck at dinner time; people show up,” says Lowery.
Despite contributions from as many as 100 different vendors, the price tag for the event stands between $15,000 to $20,000. Central Valley also raffles off prizes during the dinner, ranging from 37-inch flat-screen televisions to iPods and DVD players. The grand prize last year was a Weber stainless steel grill and a $500 gift certificate to a local meat company.
“This is 100% a customer thank you. We don’t try to sell anything,” Lowery says. “We simply want our customers to come in, drink some wine, win some gifts, and have a good time.”
