D&M TOOLS SHOW ‘18, KEMPTON PARK RACECOURSE – REPORT BY PETER BRETT
Success at D&M Tools –‘The Tool Show’ 2018 leaves critics eating humble pie
FREE entry, free parking, free show guide, free prize draw – I wonder what brings in the crowds? Recently, I have heard quite a few voices in the tool trade warning of the imminent demise of tool shows. The usual suspects are blamed – online shopping, austerity and shrinking wallets. Then along comes the busiest spate of trade shows in the year and the doomsayers seem to have it wrong.
tools, power tools and machinery. For me though – I just like its buzz and a chance to chat to tool users, both professionals and amateurs alike, who know a lot about tools.
The D&M Tools show seems to be able to attract upwards of 10,000 visitors from all areas of the tool-using spectrum. Many of these visitors leave carrying tool cases, boxes and bags – a sure sign of good deals and cracking products.
The secret to a good show
D&M Tools is celebrating its 40th year in 2018 – a massive achievement in a highly competitive industry. It is also the 18th anniversary of ‘The Tool Show’, reputedly the UK’s largest display of branded hand
There is no doubt that Organiser Paul Dowding has become increasingly savvy in the use of social media to advertise, inform and attract the visitors. Paul said: “There was an even larger area of outside space used for demos which often do a better job of selling tools by showing rather than telling. We encourage demos wherever they are appropriate for this very reason.” Regarding the social media side of D&M, if my email inbox was anything to go by, I had reminders from D&M every couple of days as well as regular tweets. The value of a good customer database is also clear – and a good show will attract them. However, all the social media would count for nothing if it wasn’t for the products themselves. It really helps to have some clear open spaces, inside and outside the main hall, where exhibitors can demonstrate equipment. Internet shopping may be cheaper, but for some users (and I am one of them) there is no substitute for handling the tools and
trying a few simple tasks with them. Record Power’s sponsorship of the Woodworking Live Event, with its series of lectures and demonstrations, drew in large audiences with many questions and comments for the expert demonstrators – all well-known in their own fields of woodworking. For many the opportunity to turn a pen under the expert guidance of a member of the Surrey Woodturners – for free – was not an opportunity to be turned down. A skilled demonstrator can also answer questions, try more demanding tasks and explain the workings of things in a simple manner, which is something I find more engaging than watching a YouTube advertising video. You may not buy, but you will most likely have a few thoughts on how you use your tools, and how that could be improved. I find the Veritas range of planes strangely tugging at the strings of my wallet.
Dealers’ deals
For deals, suppliers have to be on board because the cost of a stand at a tool show, along with staff commitment, is considerable. Lots of tools have to be sold to make the sums add up. So the deals have to be just. Again, Paul acknowledged the amount of work he personally had to put in to ensure the deals were suitable and right. This clearly involves some sharp negotiations with suppliers, and often results in wafer-thin profit margins. The balance is always trying to forecast if the number of items sold will justify the skinny pricing.
PAUL Dowding, Show Organiser 24
TBH November, 2018
WERA showcased their impressive range of tools
www.toolbusiness.co.uk
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