Skil Bosch Power Tool Leverages Rodeo Tie-in

A promotional program now under way by Chicago-based Skil Bosch Power Tool Co. leverages a tie-in with the World's Toughest Rodeo to help retailers and distributors corral customers' attention.The program includes a consumer sweepstakes, a retail P-O-P contest, product demonstrations, $5.00-off rodeo tickets and free tickets to the rodeo with Bosch purchases, all supported at the point-of-sale by posters, easel cards and a floorstand sweepstakes ballet box. An official sponsor of the World's Toughest Rodeo -- which stops in 19 markets, primarily in the Midwest -- Bosch chose to leverage its affiliation with the event because its demographic appeal overlaps the profile of many existing and potential Bosch customers.The Bosch ballet box, poster and easel card are delivered personally by Bosch salespeople. Retailers and distributors are encouraged to place the materials for 30 days. A merchandising contest held in each city encourages retailers and distributors to create their own displays and awards six Bosch leather rodeo jackets to the store with the most exciting display. "Some locations devoted entire storefronts to the Bosch program, and one distributor brought a pony to the store and offered rides to help increase awareness of the promotion and Bosch products," says Todd Facey, consumer promotions manager for Bosch.The consumer sweepstakes features a grand prize of $5,000 worth of Bosch power tools. The contest will also award 100 Bosch rodeo belts and buckles as first prizes; 200 Bosch rodeo shirts as second prizes; and 300 Bosch rodeo caps as third prizes. Consumers enter the sweepstakes using the entry form displayed on the 14-inch-wide by 51-inch-high by 14-inch-deep ballet box featuring red and black print.The 10-inch-wide by 13-inch-high easel card helps encourage customers to get their hands on a Bosch power tool, as does the poster. The poster also provides room for retailers and distributors to indicate the schedule for Bosch power tool demonstrations, held at the stores by a Bosch sales representative. By participating in the power tool demonstration, consumers receive a certificate good for $5.00 off the price of a rodeo ticket. They also receive a free rodeo ticket with each Bosch power tool purchase.The Bosch promotion and World's Toughest Rodeo both end in April.

Skil Bosch Power Tool Leverages Rodeo Tie-in

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