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D&M and Screwfix Live!


October 2017: It’s Time for the D and M Show


Again I put it to Paul Dowding from D and M Tools that he must have some influence with the weather gods because the show always seems to enjoy some fine weather at the beginning of October. The weather surely helps the crowds who descend to enjoy the show, especially as the number of outdoor demos have increased, providing some opportunity for hands-on tool use by the customers. It appears that while Paul likes the relaxed atmosphere of the sunshine, there is


Paul Dowding


nothing like a big rainstorm for trapping visitors indoors and with nothing better to do, than to open their wallets and spend, spend, spend. A timely reminder from a businessman that his business is, after all, selling tools. Looking After Visitors and Exhibitors is Key Paul maintains that keeping both customers and exhibitors happy is one of the


reasons that the show continues to thrive after 17 years. He prefers to keep entrance to the show free – in that way visitors have more money to spend on tools. Paul and exhibitors both like to see visitors leaving with ‘monkey arms’, but the other part of the deal is that visitors can come to see the launch of tools like Metabo’s new cordless planer as well as trying out new kit in the demo areas. Although the internet is a great way of selling, Paul also stressed that shows are


not the same as a web page. Some exhibitors like Irwin, have used the show as an opportunity to experiment with new products to see how they are received by the predominantly professional end users. Opportunities for live feedback and live demos make much more of an impression than a video on Facebook or Twitter. That being said, Paul also acknowledged that he had used a wider range of


media this year to ensure that the usual 10,000 or more visitors get the message to attend the show. Facebook, Twitter etc are obvious choices, but magazines and even the backs of buses were utilised as publicity opportunities.


Screwfix Show 2017 Farnborough


Bargains and Show Prices for Everyone I knew I had come to a very popular show because of the time it took me to


get into the Farnborough venue and get parked. It was sheer weight of numbers that slowed things down because parking, marshalling and organisation had clearly been honed by the Screwfix Team’s previous experience of the large numbers of people looking for a bargain. Why the Numbers? There seems to be a Screwfix in almost every big town, used by DIYers,


householders and trade professionals alike. The company has a huge database of users who are constantly made aware of the special offers and deals that come round quite frequently, so it seems like quite a temptation to visit a huge show manned by Screwfix staff as well as suppliers, with the added promise of a decent freebie goodie bag and loads of deals on the day. Lots to like indeed. The Farnborough venue is huge,


with enough space to absorb the crowds and walkways wide enough to ensure free movement, especially when the bags and toolcases start becoming evident. It was clear that there were a


large number of trade professionals out to buy kit, and they tended to have their eyes on specific things at special offer prices. I spoke to a few of these and they all seemed to have the same idea of getting in early, doing a few good deals and then getting away – because work still called. But there was also an equal


number of non-professional tool users who were having a day out


18 ToolBUSINESS+HIRE


including lunch and regular coffees. They were definitely browsing the bargains on offer at each trade stand that claimed their interest and cannily weighing up what to buy. Whether it was a Karcher window vac or a new motor mower, there was much discussion about parting with hard cash. Supplier Stands Screwfix stocks tools from most


of the major manufacturers, and many of them had dedicated stands to showcase their kit. The suppliers also had their own staff with specialist knowledge of the products on hand to help inform potential buyers. I spoke to staff at Hitachi, Bosch


and Scheppach who had already exceeded their day one targets by lunch time – and I am sure that it helps that they have little sweeteners like T-Shirts, spare blades and drill bits to add to an already good deal, thus making it irresistible. I hate standing in line to pay for my purchases, but Screwfix had ensured


enough pay points to minimise waiting times for the punters. I was pleasantly surprised at how efficiently a small problem I had with SKU numbers of my purchases was sorted out – but also how friendly and relaxed the person behind me was, despite having to wait a bit longer. That friendly chat and shared enthusiasm for tools at bargain prices seemed to me to be the theme of the day and a good enough reason to visit the Screwfix Show again next year. Definitely a winning formula.


www.toolbusiness.co.uk Great


attendance makes the exhibitors happy because it means more sales, and that in turn feeds the virtuous circle that more visitors can get better deals. Hard Times and the Future I asked Paul about his views on the forecast slowdown in the construction


industry and he was philosophical. Having ridden the peaks and troughs of the tool industry for 37 years, he claims that when times are hard people look harder for bargains, and if you can supply these demands, then you will prosper. Although Paul would like a bigger venue to expand the show, Kempton Park


still has many virtues. It is easy to find, has good parking and is easy to access. Visitors who purchase heavy kit can get close enough to minimise the carry, and when it comes to build up and breakdown for exhibitors, they too can get easy access via various ramps and entrances. On day one, the show had already been declared a success and from what I


heard from exhibitors, most exceeded their sales targets. What’s not to like? With that said: - see you next year!


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