Consumer and Business Optimism in First Quarter 2017
The big surprise of the election of Donald Trump has brought with it consumer and business optimism that many did not expect. Christmas gift buying was up significantly and I would expect that many pent-up desires among consumers will show up this year with major purchases of various home improvements and services for the home in the first quarter of 2017.
Dayton area home show shuffle
This year in Dayton there has been a shuffle of home shows with Hara Arena closing down and the Airport venue being sold. However, even thought the Airport venue was sold, there will be a home show there, it will not however be over two entire weekends, just one.
For businesses with the right sort of staff and products, how shows can be outstanding producers of good leads. It’s important that people who understand how to connect with people man the booths during the shows. From time to time I have seen booths staffed with line employees who don’t make an effort to connect and don’t know how to inspire people about their product or services. Those are the businesses that say, “Home Shows are a waste of time.” Those who know how to do it right say,”Home Shows are a gold mine and high performers for us.”
No More Hara Home Show
In the past the Hara Home Show was first in line in January here in the Dayton market. Even though the numbers of people who come to that show had been going down each year, the home improvement companies who participated in that show frequently told me that it was always a great show for them. It was another example of people reaping the penned up demand from consumers stuck in their homes through the winter months and wanting to get out and get some home improvements taken care of early in the season. I’m sure that the retail “mop” and other retail vendors did very poorly due to the low attendance, but the major home improvement companies many times did better than to be expected mostly due to timing (being the first home show of the season). It will be interesting to see where that penned up demand and early shoppers for major home improvements shows up in the schedule of shows in 2017.
Interestingly enough, the product that I work with, REACH Magazine, also does very well in the early spring. Home improvements, home services, restaurants, recreational venues, and so on do very well in the early spring mailings. There are many home owners who never attend homes shows (a good home show will bring in 8-10,000 consumers in early spring). For those home improvement and home services shoppers REACH can bring products right to their home through the powerful mailbox delivery and Dayton’s most popular coupon magazine. We mail 260,000 homes in the Dayton market, far more than the 8-10,000 that show up to homes shows. Many of them are also ready to buy and without one of the home show frustrations that many experience.
Home Show Frustration
One thing that can be very frustrating to businesses who don’t make a strong enough connection at the homes show in the volume of leads and the number of businesses sharing those same consumers. If your company has the sales people who can get out there fairly quickly and close sales, you will do well, but many find that they are the 4th, 6th, or 8th company to come visit a home for a free estimate. Rather than just look for leads at the home shows it can be very important to make a connection with the consumers while at the show and many vendors don’t understand this.
If you think that you could do well at home shows, now is the time to find them and commit. With fewer shows, there may be fewer available booths. You may find it difficult to get in. If you are new to home shows you also have the expense of building or bringing things that will help you make a compelling and engaging opportunity to talk with consumers.
I hope you found this information helpful. If you would like to talk to me about your company and homes shows, I am certainly willing to help you out with ideas. Of course I can also discuss the benefits of REACH Magazine with you if you are invested in hearing more.
PS: Here is a project that we had done recently