Retail Observer

RETAILOBSERVER.COM APRIL 2021 64 A ll work and no play can make any convention a dull trade show. That's why AVB/BrandSource, the leading member-owned marketing and merchandising organization for independent furniture, appliance and CE dealers, built in plenty of after-hours fun for last month's Summit 21 meeting and product expo. First out of the gate with the industry's debut virtual convention last summer, BrandSource took the digital format to the next level with a full lineup of interactive Social Hours during its annual spring show. Running the gamut from standup comedy and a magic act to good old-fashioned happy hours, the 60-minute sessions bridged the divide between on-site and online events by providing participants with the physical wares for fun. For example, the first 50 attendees to sign up for the Ladies' Night Cooking Demonstration – hosted by Anvil Appliances for BrandSource's Women in Business group – were sent an advance list of ingredients and an e-gift card with which to purchase them. Likewise, the first 40 registered for Around the Campfire, a music, trivia and ghost-story session hosted by parts distributor Dupage Industries, each received a s'mores kit in advance, while Bingo boards were distributed to the first 50 on board for Bingo Night, sponsored by Wells Fargo. As for Comedy Night, hosted by Samsung for BrandSource's Young Professionals group, attendees participated in the laughs when standup comedian Pat McGann took the virtual stage. Other options, all held on the second day of the three-day Summit, included: • Happy Hour with Electrolux leadership, featuring prizes for Frigidaire Trivia winners • Dog Lovers' Happy Hour with BrandSource furniture exec Seth Weisblatt • Virtual Magic Show, an interactive performance using playing cards, sponsored by extended warranty provider New Leaf • Margs & Ritas (i.e., margaritas) with GE Appliances execs Rick Hasselbeck and Mary Putman, featuring pre-show gifts and exclusive giveaways In addition, by-invitation Social Hours were held by Serta, Tempur Sealy, Whirlpool and LG Electronics. Of course, there was much more to Summit 21 than just fun and games. The annual industrywide event featured a state-of-the-union update from AVB/BrandSource CEO Jim Ristow; a special series of furniture keynotes by the category's leading lights; a virtual appliance and home furnishings expo; vendor product trainings; and 777 Lunch & Learn, a daily short-form panel discussion with seven top manufacturers, each answering seven questions in seven minutes. Like last year's industry-first BrandSource Virtual Convention, the online format ensured the safety of dealers, vendors and staff, and afforded registered group members additional tickets at no extra charge. Presented within an enhanced, easy-to-navigate interface, and shifted to midweek scheduling, Summit also featured a keynote address by Marcus Sheridan, president of International/IMPACT, on "How Today's Buyer Has Changed and What Your Business Must Do About It," plus a series of replayable educational sessions including "Connect More, Convince Less," presented by Emmy Award-winning journalist Ryan Avery. As the show's "Double Down" theme suggested, BrandSource dealers seized the opportunity of Summit 21 to double down on business, knowledge, digital marketing…and success. B U Y I N G G R O U P N E W S BRANDSOURCE SUMMIT 21 REDEFINES 'IMMERSIVE' WITH INTERACTIVE SOCIAL HOURS Alan Wolf is Senior Communications Specialist for AVB/ BrandSource, the nation's leading merchandising and marketing co-op for independent appliance, consumer tech and home furnishings dealers. BrandSource's interactive Summit 21 Social Hour sessions included a participatory performance by comedian Pat McGann, sponsored by Samsung. RO

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