Internet Marketing Campaign for Toolfest – Preston Hardware

Challenge:

Preston Hardware, a family-owned hardware store located in the heart of Ottawa's Little Italy, has hosted their ToolFest event since 1995. For the 2007 event, Preston Hardware wanted to position the event as being Ottawa's "biggest and best tool show" -- a can't miss event for the tool manufacturers, builders, contractors and regular "tool guys." The goal for ToolFest 2007 was to drive 30% to 40% more traffic to the event.

Solution:

In order to reach our attendance goal and promote the event to all of Preston's user groups, the team at Marketing Breakthroughs needed to diversify the advertising campaign from previous years by focusing not only on print ads, but also on Ottawa Internet marketing and online advertising.

For the two weeks leading up to ToolFest, we designed, created, coordinated and placed web banners and ads with several targeted online and print media outlets, including:

• Online ads on the websites of the Ottawa Citizen and Ottawa Sun (including a vertical ad placed strategically beside the Sun's Sunshine Girl -- a popular webpage with our target demographic);
• Internet marketing ads with The Bear and several Rogers Radio stations (CHEZ 106, Y101, etc.);
• 30-second radio spots on The Bear and Rogers Radio stations, including "game day" spots promoting each hour's door prize and encouraging people to hurry out to the event;
• "Bonus Code" points promotions with Rogers Radio;
• Banner ads located within the e-newsletters sent by Rogers Radio to its subscribers;
• Print advertisements in the Ottawa Citizen and Ottawa Sun, including small "teaser" ads in the days leading up to the event and full-page colour ads on the days of the event;
• Advertorial article in the Ottawa Sun.

Marketing Breakthroughs also produced a media release, direct mail flyers/invitations, email blasts and online RSVPs in order to raise awareness and track the overall interest/turnout of the event. In addition, we designed and coordinated the graphic design and production of all of the signs found at the event itself.

An example of the signage created for the event.

Results:

Thousand of tool lovers attended ToolFest 2007, which was held at the Sala San Marco Banquet and Convention Centre on August 22 and 23. Preston Hardware greatly surpassed its sales and attendance goals for the event.

As a result of our Ottawa Internet marketing (in particular the e-newsletter and Bonus Code campaigns), website traffic to PrestonHardware.com increased dramatically over the course of the web marketing campaign.

The ToolFest marketing and advertising campaign received high praise from all media outlets we worked with, who were very impressed with the production, coordination and consistency of our online, print and radio work.

Visit the Preston Hardware Website: www.prestonhardware.com.

One of the signs MB designed for the event.

Tool companies show off their wares.

Preston Hardware Owner Mario Giannetti.

Outside the Sala San Marco Banquet Centre.

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