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Snap-on franchisees engage with their customers on a weekly basis and are routinely challenged to keep the sales environment feeling fresh and exciting. Our objective was to create and execute a summer promotion that was unexpected while providing an opportunity for the franchisee to actively engage in the program.
Summer Sizzler incorporated prize opportunities associated with a backyard barbeque: Snap-on branded grill tools and aprons and an opportunity to win a Weber Grill. The concept was to create an environment consistent with a high-end butcher shop and to align the selection of professional-grade tools with the curation of a premium-quality meat counter that customers might visit in preparation for a summer barbeque. The franchisee became the butcher – preparing tools thoughtfully displayed on meat trays wrapped in butcher paper and string.
The creative execution was unexpected for the brand and brought positive disruption to the often-routine customer visit. With a complete turn-key promotional package, inspiration for engagement and premium branded prizes, franchisees were put in a position to succeed as they unveiled the program to their customers. And they did – nearly doubling sales in the identical promotion period for the prior year.