More than 2,000 attendees, including franchisees and their guests, gathered for the 2016 Mac Tools Tool Fair at The Mirage in Las Vegas, Feb. 11-13.

According to Mac Tools president Brett Shaw, this was the largest attendance to date since he took over in 2010.

The annual three-day event allowed attendees the opportunity to meet with product managers, engineers, manufacturers, as well as participate in training classes, prize giveaways and social events.

With the theme “Rev It Up,” attendees heard about new products and sales opportunities at the kickoff of the show. Other events included the annual “Macademy Awards” dinner Friday evening, where the company recognized the top distributors of 2015.

Shaw says the company has seen a record six consecutive years of growth.

Year in review and look ahead

Of the goals set at Tool Fair 2015, Shaw advises the company exceeded growth expectations. “Our franchisee number grew by over 5 percent last year,” he says.

Shaw says the goal for 2016 continues to balance the focus on existing franchisees while recruiting new ones.

“The first thing we do is make sure our existing franchisees are getting the support, service and value from us – new products, services, technologies. That’s the No. 1 priority,” says Shaw. “And, we (also) continue to recruit.

“We believe that when we deliver in those areas, more people are going to want to be a Mac Tools franchisee.”

Shaw says the company continues to modify its recruiting strategy with the adoption of more technology options, including a mobile recruiting site.

“We utilize technology to help interested people go through the process,” he adds.

Mac Tools is also investing in technology to support their core business.

“We’re really trying to build an ecosystem that ensures our distributors are more connected, more productive, have more access to information and are more customer-centric,” says Shaw.

The ultimate goal is a more efficient operation for the company’s distributors.

“Everything we’re trying to do is to help drive sales through our trucks as productively as possible. Whatever we can do to allow our distributors to sell more with reduced effort is going to make them more successful. And again, increase our value to them as the franchise organization,” says Shaw.

In addition to assisting with daily operations, Mac Tools continues to focus on branding efforts. This involves both updates to franchisee trucks, as well as a focus on products.

“We’re enhancing programs that allow our distributors to rebrand their trucks and improve their image, so people get a sense that Mac Tools is on a mission to revitalize every single one of our franchisees, and continue our sales momentum.”

Outwardly, this involves the option for existing distributors to rebrand their trucks with new truck wraps. Shaw says more than 400 trucks have implemented the new wrap launched a few years ago at Tool Fair. The company’s goal is to have all 1,200-plus Mac Tools branded trucks updated with the new branded wrap.

“Then, the rest of the branding efforts has really been maintaining that consistency and the standards on everything we do, from the product packaging, the flyer, the website,” says Shaw. “So anytime you interact with Mac Tools, you have the same experience.”

New products and opportunities

In addition to franchise branding efforts, the company continues its initiative on introducing distinctly branded Mac Tools products, highlighted with the use of the company’s characteristic red color.

More than 100 new products were on display at Tool Fair, including a variety of new air tools, cordless products, additional Axis Ratchet size options, an expansion to the Expert line of impact sockets and more.

For tool storage, Mac Tools introduced a deeper 30” toolbox option, a limited run NASCAR themed team boxes, and a motion-activated light to illuminate the storage workspace including inside drawers or hutches.

At Tool Fair, Mac Tools also introduced its exclusive Toolbox Trucks program. This program includes separate truck routes throughout the United States, with trucks that feature only tool storage options. The trucks cover a region and would assist current franchisees with the sale of toolboxes for current customers.

“In the last 12 months we’ve launched over 400 new SKUs, which is double what we did the year before,” says Shaw. “And, I think we’re on pace to launch about 600 this year to our distributors.”

Shaw explained that a major focus of Stanley Black & Decker’s global tools and storage division, of which Mac Tools is a part of, is bringing tool manufacturing back to the United States.

“Where it makes sense, whether it’s a competitive advantage, or important for the end user and the business, we will continue to look at that,” he says.