Media Campaign a Success for Toolfest 2009

September 2, 2009

The recent success of Preston Hardware's Toolfest proves that Marketing Breakthroughs has the right 'tools' to promote Ottawa events.

More than 2,000 customers streamed through the doors of Sala San Marco Banquet & Convention Centre on Aug. 26 and 27, 2009, excited to meet hardware vendors, see new tools, and win some great prizes.

The success of the event's marketing began with a meeting between Preston Hardware and Marketing Breakthroughs to determine the new additions for Toolfest 2009, which was celebrating its 15th year.

Marketing Breakthroughs designed a comprehensive promotions campaign to attract Ottawa's hardware enthusiasts. Incorporating the Toolfest promotion with the ongoing Marketing Breakthroughs campaigns for the Preston Street BIA and Preston Hardware itself, cooperation became key to Toolfest's success.

Public outreach began with a direct-mail campaign to Preston Hardware's loyal customers, inviting them to RSVP their attendance at Toolfest. Attendees who confirmed via mail or the Preston Hardware website were entered to win a $5,000 prize package. This vibrant orange and black invitation accounted for many of the thousands who attended Toolfest 2009.

The second stage of the campaign involved a blitz of Ottawa's media outlets. The MB team crafted a press release that lured some of Ottawa's most popular television and radio stations, including CTV and CBC, to cover the event on their broadcasts.

The media blitz also involved purchasing radio and print advertising to raise awareness in Ottawa and create buzz for the two-day event. Media buys with Rogers Radio incorporated bonus code promotions, encouraging listeners to mark Aug. 26 and 27 on their calendars.

At Preston Hardware, orange and black handbills were given to every customer at checkout, reminding them of Ottawa's biggest and best tool show.

This cross-media campaign resulted in Toolfest's continued growth and notability, and encouraged the people of Ottawa to return to Preston Street, both during and after construction.

Preston Hardware re-affirmed its commitment to Ottawa's Little Italy by choosing not to move the event away from the construction zone, believing that its event could help boost nearby businesses who had been hurt by the loss of traffic.

Thanks to careful planning and the strong relationship between Marketing Breakthroughs and Preston Hardware, Toolfest 2009 was a phenomenal success for all those involved.

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