Driving Distribution Through Event Promotion

We engaged specific target audiences for Allegion and drove them to hands-on demonstrations at events and in stores, putting the product directly in the customer’s hands at distribution level.

The Big Idea

Allegion, a provider of security products and solutions for homes and businesses, called on us to engage a target audience of locksmiths and drive that audience to key distributors across the nation. We addressed this challenge by creating the Ultimate Locksmith Challenge, a speed-installation contest where locksmiths could compete to win cash and Allegion prizes as well as the title of Ultimate Locksmith. The program first appeared at the Associated Locksmith of America (ALOA) Convention and Security Expo.

Then, through a combination digital and print trade campaign, we drove locksmiths to sign up to participate in the competition at 10 participating distributor events. In order to engage locksmiths who couldn’t attend an event, we also administered an online trivia competition. To promote and manage the traffic driven by our trade ad campaign, we built a microsite especially for the Ultimate Locksmith Challenge. We developed a video of the ALOA challenge that we used in digital ads and on the microsite to drive enthusiasm for participation.