Case Study – 84 Lumber

84_lumber_logoSituation:

Lumber company whose primary customer base is business-to-business, and is reliant in a sales environment on high-end and unique hospitality for this constituency. Entertainment function must leave lasting impression that ultimately improves relationships between sales people and current and future customers. In addition, 84 Lumber wanted a clear methodology for tracking these hospitality efforts directly to their marketing dollars.

Execution:

Created a hospitality football event schedule that encompassed the entire College and NFL schedule. Identified games that were in key markets for 84 Lumber. The schedule consisted of 15 Monday Night Football games and 5-marquee college football match ups. Contacted sports properties in both NFL and College Football.

Prior to the NFL and College Football schedules being released Knox Sports Marketing has contracts in place ready to be signed the day the schedules were revealed.

At each event there were unique dinners and golf events pre-planned for the customers and employees. Transportation was provided to and from all events. On game-days the guests were treated to pregame hospitality, suite tickets where available or Club Tickets to all games.

These world class hospitality events allowed 84 Lumber salesman to get to know current and future clients better, forming relationships that should translate to sales.

Every moment of the itinerary was coordinated and executed by Knox Sports, with a dedicated Knox Sports employee at all 20 event weekends.

Results:

Even though these hospitality events were taking place during the toughest building economical environment of the last century, 84 Lumber deemed the events such a success that they have engaged Knox Sports every year since the initial program began. 84 Lumber claims “significant boosts in business following events and we use these events as tools to open doors for our salesmen and build those relationships beyond strict price and product points.”