BrandVia Alliance (asi/145037) knows that many of its California clients are growing increasingly keen for sustainable products.

Rather than just tell customers about such items, the Top 40 distributor decided to put the products in local clients’ hands through a carefully curated end-buyer event experience hosted at its Swag Studio showroom and offices in San Jose, CA.

Held in autumn 2019, the show was dubbed “Cool Yule.” This was the third annual Cool Yule. As the title implies, the event originated around holiday gifting, but has evolved into a fall innovation show. For 2019’s Cool Yule, the theme centered on innovative, sustainable products.

“Many clients here in California have, or are looking at introducing, policies around sustainable sourcing,” Sam Brown, BrandVia marketing strategist, told Counselor. “Given that, this year’s focus was on products and solutions that offer sustainable fabrics, givebacks and related components.”

To accentuate the focus on sustainability in corporate gifting, BrandVia imbued the experience with an outdoorsy, nature theme. For instance, distributor team members dressed in buffalo plaid flannels and guests were greeted with animal tracks that led inside from the parking lot.

Sam Brown

Once inside, attendees could check out attractive product displays that were grouped into themes around certain end-user types: the Foodie, the Workaholic, the Homebody, the World Traveler, the Fashionista and the Outdoor Enthusiast. BrandVia pros were there to consult with clients, answering questions and providing insights. “The event had record attendance yet again, growing 20% year over year, with more than 250 guests,” says Brown.

While precise ROI can be tough to track, Brown says the event helped catalyze sales – deals that were ultimately brought to fruition by the efforts of the BrandVia sales team. “Our supplier partners were thrilled with the resulting purchase orders and product inquiries that came from the event,” Brown says.

Cool Yule is a companion event to another larger end-buyer show that BrandVia typically hosts in late winter – Reveal. Clients from around the country are invited to attend. Reveal annually attracts more than 400 visitors, which helps BrandVia deepen relationships with clients and lay strong foundations for sales growth. “Clients find that their visit and conversations prompt fresh ideas, which can’t help but bring about even more engaging and innovative projects,” says BrandVia President Jim Childers.