Stephanie Buchmann, Elliott's advertising manager, said 30 to 40 people were waiting at 8 a.m. on a Saturday for a recent power tool demo at the Pewaukee store. A faux finishing clinic, staffed with experts from four brands of supplies including EZ Paintr and McClosky, was held the same day from 10 a.m. to 2 p.m. Buchmann says the demos, traditionally a male event, are drawing a more balanced mix. We're seeing more of a shift that way. Single women homeowners want to learn about power tools for home maintenance and it's not so intimidating to wander around a demo to see the dealers.
Women are much more involved than in the past.
At the demos, customers gain access to reps and get some hands-on experience. We had quite a few people who came in with a legal pad and pencil, asking questions. Some are already committed to doing a project and are looking for advice. For many, the main reassurance is that there's more than one way to add skills. Sheila Rockweiler is a copy editor at the Journal Sentinel.