Time to throw a green event

By Jay Tompt

[rALL is here. And for do-it-your- selfers, their attention has turned to pre-holiday home projects, like painting a room or making the house a little more energy efficient.

For green builders, this is the season of two of the most important green building industry events, West Coast Green in San Jose, Ca., and Greenbuild in Boston, Ma.

West Coast Green happened in late September (see what you might have missed by visiting www.westcoastgreen.com) and has firmly established itself as a leading showcase for building innovation and education for pros and homeowners. Of course, the U.S. Green Building Council's Greenbuild Conference & Expo, coming up in mid-November (www.greenbuildexpo. org) is the big green building event. So, with home projects and green building topics top-of-mind for many of vour customers. it mieht be time to host a green event at your store.

Hosting a green event in your store can bring in some of your best customers, as well as new customers. It can also bring other less tangible benefits, including creating positive word of mouth, strengthened relationships with community leaders, and staff enthusiasm. The best part is that it doesn't have to cost very much, esPecially if you elicit support from your suppliers and local organizations. Let me share some examples of what some of the best green retailers are doing on the West Coast.

Creating a workshop around a cool product or new building technique can bring in motivated customers. American Clay (www.americanclay. com), a natural plaster product from New Mexico, is being stocked by a growing number of green retailers throughout the country. It's a beautiful alternative to paint, but it takes a little extra know-how to apply it correctly, so the manufacturer and their dealers host workshops in the store. These events cost virtually nothing to produce and have proven to be a boon for the retailers. Customers pay for the workshop, buy the product, and come back with their friends.

A more traditional home improvement dealer in Northern California, Central Valley Building Supply, added the line last year and has hosted several American Clay workshops, finding that sales of other products get a boost, too.

Having a sexy, niche product can be an effective draw, but that's not the only way to attract motivated customers. Virgil's Hardware Home & Garden in Southem California recently hosted an event promoting water conservation. With support from their suppliers and the local water authority, they set up product demos and distributed rebate information. connecting customers to the right products for their project and the right rebate information for their community. Given that rebate information can be confusing to some people, it provided a real community service, saved their customers money, and boosted sales.

There are other simple themes one can create an event around. One retailer I know offered l5Vo off for all women on a "Women's Day" promotion and set up tables with information from local nonprofit organizations promoting awareness of common household chemicals.

The main point is to create an event that will be compelling in some way. But that's not enough-you need to get the word out to your customers and influential members of your community. Have your cashiers hand out small flyers with every purchase for a couple of weeks in advance-printed double-sided on recycled paper, of course.

But most importantly, make a few personal phone calls to local green building advocates and community leaders and let them know what you're doing. It boosts your reputation and will boost your business. Oh yes, and remember to have fun.

- Jay Tompt is vice president of green product development at Plan-It Hardware, San Francisco, Ca., which distributes Breen products for hardware and home improvement stores throughout California. and a leading expert in sustainable business and supply chain issues. He can be reached at ido@plan-ithardware.com or (415) 359-9914.