Trade day proves successful for Essential Hardware

25 May 2012

Combining its AGM with a dedicated hardware trade show, Essential Hardware hosted its annual trade day at Nasrec Exhibition Centre on Sunday, 20 May 2012. The 2011 results included 10% growth of retail, growth of average retail floor space of 17%, average yard space growth by 15% and average loyalty rebate value growth of 33%.

Michael Valsecchi , GM Essential Hardware and Norman Jackson, MD of Essential Hardware celebrate a successful trade show.

Over 1000 people attended the show, visiting around 130 supplier exhibitions. The annual trade event allows suppliers and members to interact in an informal environment, exchange information and develop long-term sustainable relationships for business development and growth on a local level.

"The 2012 event follows a record breaking and award winning 2011 show," notes Ron Basel of Red Tie. "Suppliers who attended last year's event achieved a 17.9% growth in business as a direct result of show. This year, we will exceeded that."

Exposing products to the risk of sale

The trade event is one of the many platforms the brand uses to enable suppliers to expose their products to the risk of sale. The members are also allowed an opportunity to discover new suppliers and products to the benefit of their stores. Members from all over South Africa and neighbouring countries, exhibitors and a range of invited guests, VIP's and media, attend the event.

"The show encourages smaller, emerging manufacturers," comments Michael Valsecchi, GM Essential. "These people are often precluded from entering the domain of large brand retailers, but are comfortable in listing with the group, with its inclusive approach."

The 2012 show allowed the company to entrench its new trade marketing campaign further, with show improvements also being seen in other key areas. An exhibition manual detailed each stand and allowed attendees to pre-plan their attendance on the day.