SNAP-ON FRANCHISEE CONFERENCE
Snap-on Tools
Brand IdentityExperiential Marketing
The Goal
Putting on the biggest show in Music City, USA, is no small feat — but over one late-summer weekend, that’s exactly what we did. Tapping into local culture and the iconic design style that’s synonymous with Nashville, Tennessee, we helped Snap-on Tools take over the Gaylord Opryland Resort and Convention Center with Music & Metal, the 2018 Snap-on Franchisee Conference (SFC 2018). Complete with seminars and live music, family-friendly entertainment, and more than 150,000 square feet worth of product showcases, SFC is the most exclusive event of the year — where engineers, product developers and other experts gather to help franchisees load up on inventory that’s guaranteed to rock the second half of their sales year.
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Don’t Call It A Comeback
This wasn’t SFC’s first trip to Nashville, so this wasn’t our first opportunity to engineer a Music City takeover. Promotional materials struck the balance between "quintessentially Nashville" and "uniquely Snap-on" — establishing a look for the show that cranked up expectations while helping franchisees crank up pre-show sales.
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Snap-on Country
As the most exclusive Snap-on event of the year, SFC is specifically designed to cater to the needs of franchisees, their business partners, and their families & guests at every moment, all weekend long. We embraced that truth and ran with it, developing the Music & Metal theme and a complete system of graphics to support pre-event promotions, the on-premise brand experience at the Gaylord Opryland, the show floor, and related events in and around the heart of Nashville.
Welcome to the Show
When is the biggest celebration of the year much, much more than simply the biggest celebration of the year? How about when that celebration is a three-day affair for Snap-on franchisees only, jam-packed with exclusive exposure to new products, access to product developers and engineers, limited-time offers and promotions, and more ways to build their business than they could ever otherwise find under a single roof? We utilized everything from Snap-on tool storage units to custom-fabricated signage to help build out the space, making every inch a Snap-on showcase designed to help franchisees connect, learn, buy and sell.
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Rock & Roll
We developed a turnkey Music & Metal promotion and featured it prominently it on the show floor to give franchisees a way to take the excitement of the event back to their customers. Customized musical instruments were produced as giveaways, with customer-focused promotions featuring graphics from the event designed to help participating franchisees to create a "summer concert series" on their vans. The promotion was extremely well received, generating a quick pull-through strategy for franchisees to purchase inventory with unfailing confidence of a quick turn.
