Irwin tradesmen days aim to boost merchants' tool sales

Published:  17 April, 2012

LICHFIELD: Irwin, manufacturer of hand tools and power tool accessories for professional tradesmen, is planning a huge celebration of trade professionals during 2012 and is asking retailers to join it and support the 'Show Some Love For Our Tradesmen' campaign. 

The campaign features merchant and retailer events and trade shows throughout the UK and Ireland. It culminates in a global 'National Tradesmen Day' on 21 September that will officially salute professional tradesmen, and highlight the importance of their work.

Each event will offer customers a variety of incentives to visit the show, including free breakfasts, free Tradesman Packs, limited-edition Irwin T-shirts, an opportunity to try out the latest products, the chance to win a £100 tool kit and access to one-off deals on hand tools and power tool accessories.

Merchants who sign up to host an event will receive the full support package. This includes exclusive partner status, full 'Irwinisation' both in-store and outside – including the mobile showroom, demo stations, point-of-sale materials and calendar status event on the Irwin National Tradesman Day website in order to attract customers.

As senior channel marketing manager Paul Jakeway explained: "We've found great success with campaigns like 'Challenge Irwin' and the 'Ultimate Tradesman Challenge' which link together retailer activity, sales promotions and customer engagement. Tens of thousands of tradesmen have taken part in the past, leading to a strong uplift in sales, with many going on to become loyal brand advocates."

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