My Best Promotion
We are always challenged to top ourselves at our client's conventions, which are held twice a year. We have to come up with something new, unique, impactful and desirable for each show to cause the attendees to literally run to our store to see "what's new". Our responsibility is to provide world-class, top-quality, priced-right apparel and promotional products to our client, and we have to make sure our store is a "must stop" destination during the conventions.
We used a custom guitar and case from Brand O'Guitar Company. Chicago is world famous for it's music, especially the blues, and the custom, only-one-in-existence guitar Brand O' created was a perfect tie-in. The graphics included very iconic Chicago scenes and themes. There was a skyline, a picture of the very famous Chicago Theater, and also my client's logo, whose corporate home is in Chicago. That convention was the first one held in Chicago since 1979, so there was great buzz and excitement about the homecoming and the guitar.
PM: What, if anything, made this a profitable promotion for you? Why?
PB: We used the guitar to attract customers to the 4,000 square foot store we built especially for their convention. By leaving an email address in the case, the customer was entered into a drawing to win the guitar. Not only did capturing emails lead to future business, but the guitar was a great draw to come into the store and buy items right over the counter. The promotion was incredibly successful, both short and long term.
PM: What was the best decision you made with this program, and why?
PB: The best decision we made was to take advantage of Brand O'Guitar Company's expertise and off-the-charts customer service. Other distributors should figure out a way to use Brand O'Guitar Company for a similar need.