A New Fall Normal
TGG Using Technology And Special Promotions To Stay Connected To Customers
Because of the COVID-19 pandemic, we made the difficult, but necessary, decision to cancel our fall 2020 Trade Show Series. These events are always the highlight of our year and there is nothing we love more than getting all our contractors, TGG staff and vendors together at special venues around New England. We are greatly looking forward to bringing back the series next year when we can safely do so!
Just like all other companies dealing with the pandemic, we have had to adapt to working in the “new normal” and that includes finding ways to replace in-person events (like our Trade Show Series) that are critical to staying connected with our customers. To get that done this fall, we have relied on technology and finding creative ways to build promotions and platforms that give our customers something close to the product information, interaction and incentives they would receive at our in-person events.
A great example of using technology to connect occurred last month when we launched (with the help of Zoom) our first ever “Virtual Tool Showcase”. This one hour live event, co-hosted by our partners at Milwaukee Tool, was virtually attended by nearly 500 customers who were given the opportunity to see the latest and greatest options available from Milwaukee while sitting in the comfort of their home or office. Additionally, all registered attendees were given a special gift and had early access to our Milwaukee Preorder Sale for the month of September. If you could not attend our Milwaukee Virtual Tool Showcase live, you can watch the complete broadcast here. We received a lot of positive feedback from customers after our Milwaukee event and because of that, we are planning two more Virtual Showcases before the end of the year...stay tuned for the details!
In addition to being a great way to interact and explore products, our Trade Show Series is also an annual opportunity to score some tremendous deals. And to help fill that void created by our 2020 cancellations, we are rolling out special promotions that our customers would not see in a normal year. This includes our new “Fall Haul” promotion which allows our customers to earn VISA gift cards on seasonal products they use every day. The book attached to this promo features nearly 40 pages of the most popular Heating, PVF, Plumbing, Tools and Job Site Supply products we offer and a customer can earn a stockpile of gift cards simply by making purchases on seasonal items they would normally be buying anyway.
“These are extraordinary times for all of us, and finding ways to stay connected to our customers has never been more important. Our focus this fall is making sure we are doing everything we can to give our customers new opportunities, like the Virtual Tool Showcase and the Fall Haul promotion. We want them to know that we are here working for them and finding new ways to provide access to all the products and offers they have come to expect on a seasonal basis,” said Mike Mullaney, Vice President of Relationship Development at The Granite Group.