Coming Home to the Home Show

Last week, my family and I decided to brave the crowds and go to the Fort Wayne Home & Garden Show.  While I don’t have any spare money to spend on home remodeling right now, I think it’s fun to occasionally go to the show to get some home improvement ideas to dream about and work toward.

Working in the promotional marketing field, one of the things I focused on, in addition to looking at all the home improvement ideas and visiting with the various acquaintances I ran into, was the type of marketing techniques the various companies used to get you to stop by their booth or come and talk to them.

Of course, there are a couple of well-known techniques that always get a draw.  One of them is to have a drawing for a popular object (a free iPad and gift certificates for remodeling projects were some of the items available), and to have people stop by and fill out an entry form.  Of course, there are blanks for your telephone number, email address and home mailing address, in addition to your name – so it makes it easier for these companies to contact you after the show to try to sell their services.

Windows, Doors & More had a well-refined strategy.  They had an extensive welcome booth at the entrance to the show where you were instructed to fill out your entry form for their drawing, then you were given a coupon to take to their booth on the show floor for a chance to “spin the wheel” on their wheel of fortune and win a prize.  Needless to say, there was a long line of people waiting to win their prize, which ranged from a free candy bar to restaurant gift certificates or a free pizza from a local pizza shop.  It was not unusual for the lady assisting the spinners to stop the wheel mid-spin to try to help you win what she thought you might like.  Since we had a couple of young children with us, she helped us win a couple of candy bars for them.  Windows, Doors & More also had a number of elaborate displays – not only of windows and doors, but also kitchen cabinets, roofing, and a variety of other home improvement services that they offer.

Speaking of candy, that was also a big draw to get people into your booth.  The kids were not afraid to go up to each booth that had a candy jar; and, after making all the rounds, they had a bag filled with loot similar to what they get on Halloween.  Another way to keep the kids happy was to have a separate room for children’s activities.  A martial arts studio had head bands the kids could decorate and wear around their heads to advertise their business; kids’ birthday party entertainers had face painting and balloon sculptures available for a “tip;” and there was a petting zoo offered by another business.

Another attraction for both kids and adults was a flying bat that flew in circles over the Critter Control booth, and they added a candy dish to entice you to stop by and check out their services.  Chocolate candy makers were also giving out free samples to entice you into buying their candy.

A health studio was offering free massages for adults using a specially-designed massage chair.  Other draws were an antique Model T Ford, free trinkets, pens or pencils, and of course free literature for any type of service imaginable – from concrete to landscaping and storage barns, in addition to windows, doors and more . . .