MASTER OF THE PIT
Snap-on Tools
Sales Channel SupportSocial Media Strategy & Content
The Goal
One-upping our hugely successful Summer Promotion from the previous year was a tall order. But Snap-on’s partnership with Traeger wood-fired grills and grilling aficionado/country music star Tim Montana provided the perfect opportunity for capturing the attention of automotive techs who love summer barbecuing and entertaining. All we had to do was come up with a killer name and awesome merchandising material for the program. Piece of cake! (Or brisket, as it were.)
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BBQ, BABY!
Because who doesn’t love barbecue, we centered the promotion around the messy, magnificent art of grilling and smoking meat. And because Traeger is one of the world’s most premium grills/smokers, they were the perfect prizes for BBQ lovers who also insist on the world’s most premium tools. Being the best means using the best.
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GRILLBILLY TIM MONTANA
Country recording artist, Master Meat Griller and all-around cool dude Tim Montana was the perfect face (behind the beard) for the promotion. As a Traeger Pro Team member, he not only knew how to grill, he brought an authentic passion for grilled meat and the brand itself to the table. Which helped us bring another phenomenal sales promotion to the table.
GETTIN’ FIRED UP
We designed smoke shack-inspired point-of-purchase materials, hand-outs, and social media videos that amped up the fun and provided grilling tips from the Smoke Master himself. We even designed props that allowed the franchisee to take an interactive role in the promotion and create and environment unique to the Snap-on experience.
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COOKIN’ CONTENT
Capitalizing on Tim’s outgoing and genuine personality, we created a series of videos for point-of-sale and social media. Because BBQing (and winning prizes) is fun, we made sure the videos were too. Each was not only informational, but engaging and conversation-generating as well. -
The consumer engagement continued beyond the part-scripted, part-improvisational videos, with a Facebook Live event and additional posts. This enabled Franchisees to create their own contests, customer engagement, and social content that supplemented the provided materials.
Results
After nearly doubling year-over-year sales with the prior summer promotion, The Master of the Pit promotion topped those results by selling out all available product packs and driving franchisee participation an additional 15% – meaning an increase in customers reached and A LOT more sales through the mobile stores.
Creating proprietary, engaging and easy-to-execute summer promotions has turned out to be the secret sauce for growing client revenue for years to come.
Creating proprietary, engaging and easy-to-execute summer promotions has turned out to be the secret sauce for growing client revenue for years to come.