Posted by Karen Renzi
Yes, we are Red Sox fans here and of course elated about last night’s World Series win! But a part of me is wishing that sofa we bought at Jordan’s Furniture back when we lived in Massachusetts fell under the “Monster Deal” promotion they launched this year – because if it did we’d have a nice fat rebate check coming to us!
Talk about some brilliant marketing. Now, Jordan’s is the official furniture store of the Boston Red Sox, which gives them a leg up on doing something like this right out of the gate. But whoever thought up this idea should definitely get a free sofa too! Back in the spring, Jordan’s held a Monster Deal promotion – where if customers bought certain qualified pieces of furniture – like a sofa, dining table, bed – they would be eligible to get the FULL purchase price of the furniture back – IF the Red Sox won the World Series. Now back in the spring, who knew how far they would get? It was probably a long shot that a purchase then would get you a rebate this fall.
But this promotion played right into the hearts and minds of Red Sox fans who certainly know how to “BELIEVE.” I’m sure it got a lot of local press in the spring too – because anyone who’s ever lived in New England knows it’s all about the Red Sox. Plus it was one more reason for people in the market for new furniture to go into the store and commit to a purchase right then because who knew? Maybe it would be the best sale of their lives. Eliot Tatelman stated that he thought the promotion actually made more Red Sox fans too – what better reason to cheer on a team than the thought that the sofa you’re sitting on would be FREE if they won!
So now the genius marketing plan hits a double whammy – Red Sox in the World Series meant a HUGE second round of publicity for Jordan’s. I don’t live in Boston anymore – so where did I see the news about the promo? National coverage on FoxNews. I’m sure they will get more press in coming weeks too, as they may release some numbers on how many people got free sofas!
Jordan’s has always been a leader in innovative marketing – and this promotion just proves it further. It’s great food for thought: in what unique ways can you connect with your buyers hearts, souls, and minds? How can you make their cause yours and gain some good will in your marketplace? And of course as a business you have to think about how you can “cash in” on the cause as well, without seeming ego-centric or greedy.
(By the way, in case you are wondering how they are going to pay for all those rebates: Prize Insurance. Companies can pay for prize insurance – the cost is determined based on the insurer’s calculations of risk – in this case, what was the chance of the Red Sox winning the World Series in the spring? The same thing applies for golf tournaments when they have car giveaways for holes-in-one and the like…)
It was a great marketing strategy, both in the spring and now. I’ve heard the story covered on national TV and radio, all with a happy positive spin. Jordan’s and the Sox both win