TOTALLY DIY & TOOLS


Den’, but has found that winning the BHETA award has taken his business ambitions to the next level. BHETA’s Paul Grinsell reinforces the supportive nature of the award: “Ours is not a ‘Dragon’s Den’ approach. We’re here to encourage and foster product development and good business for the next evolution of entrepreneurs.”


One-touch retailing Viewing product videos on mobiles prior to purchase is part of the ‘one touch retailing’ trend identified by analysts Retail Economics in their white paper on ‘Ten Trends that are changing the landscape of the UK retail sector.’ In response, many Totally exhibitors are now offering product videos, including Draper Tools, SnapitScrew and Tite-Fix, who showed at Totally for the first time in 2016 and are returning for 2017. The demonstration videos available on the Tite-Fix website illustrate the company’s approach to product development, as outlined by strategist Holly Wilkinson: “We develop our products by understanding the problems that woodworkers have and developing precise products to overcome those problems.”


Visually demonstrating the advantages of a product is a central facet of retailing all kinds of products, agrees returning Totally exhibitor SnapitScrew: “In line with the video age, we’re supporting retailers through videos on our YouTube channel that they can stream direct to their own websites. We also have a stockist locator on our website to make that essential commercial connection between retailer and consumer,” says SnapitScrew’s director Stephen Linnecar. Long-standing Totally exhibitor Draper Tools also uses video to support customers and consumers with in-depth information on which to base purchasing decisions. Speaking of the company’s Totally DIY & Tools stand for 2017, marketing director Chris Bartlett says “We’re keen to tell visitors about our range, our supporting materials including videos demonstrating our tools, and our web based stockist locator, all of which help to make the vital sales connection between the end user and our trade customers.”


Totally connected


Joining the dots between producer and marketplace extends well beyond


Of those attending, 39% were the director of their company, with a further 31% listed as manager


video and websites. Facebook, as a social media marketing arena, has created a groundswell of interest in new Totally exhibitor TrigJig. Said to be the world’s first digital and fully adjustable mitring tools, TrigJig Coving and Skirting tools are being launched to the trade at Totally DIY & Tools 2017. “Millions of people have now seen TrigJig and our videos, and it’s created a lot of interest,” says marketing director Karenza Soanes- Brown. “We’re exhibiting at Totally


2017 to launch the product to the trade and establish a wider network of distributors.” From abrasives and adhesives to washers and workbenches, the Totally show demonstrates the latest products alongside the wide- ranging marketing support offered by suppliers and manufacturers. Exhibitors also appreciate the support for the show from visitors across hardwares, homewares and lightside DIY retailing. Over 1,500


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