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Snap-on holds their annual franchisee conference (SFC) over a three-day period, hosting more than 9,000 guests from around the world. The objective in supporting the event was to provide an event theme and an integrated brand experience for all guests including event promotion, property branding for a world-class convention center and multiple guest hotels, as well as product promotion signage (retail and educational) encompassing a 140,000 sq. ft. trade show floor.
The theme "Shine" was intended to encourage franchisees to push their personal limits – reaching greater sales accomplishments, personal earnings and resulting levels of personal satisfaction than ever before. The theme, also a nod to the shiny chromed tools that the client makes, was carried through all touch-points in advance of the event as well as once attendees arrived at the facility.
The 2016 event set attendance records (10% year over year increase). Sales increased significantly – more than 20% year over year. While it is clear that guest expectations continue to grow each year, attendee satisfaction for the event held at 98%.