By Claire Reilly
E&S Trading is preparing for a mammoth weekend as the retailer gets set to showcase its brand at the final house inspection for the TV series The Block.
Sponsoring the popular television program for a third year, E&S Trading not only features during the program itself (contestants buy their kitchen and bathroom products from the retailer) but also has advertising in the show’s ad breaks specifically for viewers in Victoria.
This weekend, fans of the show and potential buyers for the program’s five renovated apartments will descend on South Melbourne to tour around the houses, pick up renovating tips and meet staff from E&S at the retailer’s dedicated stand. Based on the showing at last year’s property reveal, E&S Trading co-managing director Rob Sinclair says the retailer is expecting another huge weekend.
“We were there last year and the number of people that were there — not only to be in the area and see the house, but also to go through the houses — was quite amazing. I think last year they were quoting that 1.2 million people came along to see the area, so it’s just an absolutely insane amount of people to get through across a weekend! It’s just phenomenal and it’s total mayhem.
“Obviously the five groups of contestants have all become household names, so people want to go in and see the properties. It’s a great opportunity for people to go through the renovated homes that they’ve been watching on television and see the end result of what they look like. And then there will be some people who will be potentially interested in buying them.”
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But E&S Trading’s presence at the event doesn’t stop at their dedicated stand outside the apartment block — people who walk through the properties will see the retailer’s branding inside too.
“All of the products in all of the houses are stickered with E&S branding, so when people see an oven, a cooktop, a rangehood, a sink or a tap or whatever it may be, the E&S logo is nice and prominent on those products as a little reminder,” said Sinclair.
And for consumers that want to try their hand at renovating their own houses and apartments, E&S will be handing out vouchers and “exclusive opportunities” on the day to help drive people into stores and make their own purchases.
“We have a very unique and attractive discount for people to meet us there, so hopefully we can test that and see if it has been worthwhile,” said Sinclair of the offers on the day. “But certainly our marketing program and our investment and sponsorship of the program has been fantastic. It associates us with a slightly younger demographic, which is important, and it also just gives us incredible exposure in the marketplace.”
The properties will be open for inspection this Saturday and Sunday, 13 and 14 July, at 142 Park Street in South Melbourne, from 10am until 2pm.
And Rob Sinclair’s advice?
“Get there early!”