About 1,200 attendees and over 90 suppliers gathered for the 2016 Matco Tools Expo, held at the MGM Grand in Las Vegas, Feb. 14-17.
The four-day event, which saw record attendance, served as an opportunity for Matco distributors to meet with tool and equipment manufacturers, learn about the latest products for the automotive aftermarket and network with their peers on and off the show floor.
According to Matco Vice President of Marketing and Ecommerce John Green, the show’s theme of “One Matco” helped illustrate the company’s continued focus on its distributors and their efforts to support the company, themselves and one another.
“They will tell you that they feel they are part of the Matco family,” Green says of the distributors in attendance at the event. “They feel good, it’s about them and not necessarily about Matco the company or its products. Corporate and the distributors are partners in many ways. We’re all in this together.”
Engaging with distributors
Green says one of the major highlights of the 2016 Matco Tool Expo was the “unprecedented” amount of formal survey activity on the show floor, providing the company with valuable distributor feedback that will not only drive the development and evolution of Matco the company, but also its programs and products. The survey activity also serves as a means for the company to engage with its distributors, which Green says has long been a priority for Matco.
“We are bringing distributors into products that are in development, en masse, and giving them the opportunity to comment,” he continues. “There’s a lot of information to be had, and I think it helps us be much more effective at driving the business.”
Normally, Green says, Matco seeks out small distributor teams to work with corporate on a product prior to its launch. However, the downside is the feedback received is limited to just those team members.
“We are growing our footprint rapidly,” he continues. “Doing surveys like this and having greater participation, I think is a pretty big change. The inclusion and the engagement are something that we try to dial up more every year.”
Present and future
In addition to focusing on maintaining great relationships with its distributors, Matco remains committed to expanding in the future.
“We’re going to make the family bigger, and the goal is 2,000 plus distributors,” says Green, who adds there are currently about 1,700 Matco distributors.
“We’ve got a good thing going here,” he adds. “The peer-to-peer support is amazing.”
The company is also excited about what it has to offer in terms of products, Green says. Launch Tech USA remains a significant contributor to the Matco business on the diagnostic side. Also, Save Phace Welding Helmets recently joined the Matco product portfolio.
“It’s a marquee brand that’s out there that had a relationship with someone else, and they elected to come and support us as well,” Green says. “They are a great addition to the family.”
Matco also continues to see expansion in its power tool categories.
“Technology is constantly shaping the product line,” says Green. “With cordless, that technology is ever-changing. This gives us the opportunity to make the tools that are actually appropriate for technicians, versus trying to sell tools that are ubiquitous and may not be appropriate, given the use models.”
According to Green, Matco has quite a bit to be proud of at this point in time. The company has seen double-digit growth for three consecutive years, its headcount continues to rise, and it continues to enjoy consistent and measurable organic growth from its existing franchisees.
While the focus is always on growth and improvement, he says, appreciating the efforts of current distributors and ensuring their needs are met will always be of the utmost importance to Matco.
“We want to make the family bigger, but we can’t forget about who’s here today,” Green adds. “It’s more than important to us. It’s critical.”
