You’d think that Baillio’s would never be able to top the marketing coup it pulled off 10 years ago when, with the support of Hitachi, the $40 million CE powerhouse in New Mexico promised customers who bought a premium TV a full refund if the Denver Broncos won the Superbowl.
Well the Broncos won and Baillio’s shelled out $270,000 in refunds. It was a huge payout, but the local coverage, statewide buzz and customer loyalty paid off in a big, big way. (See our cover story on pg. 30 for more on how retailers are scoring major touchdowns this season.)
Ten years later, Baillio’s is still at it. But instead of giving away the TV outright, customers have to buy one of two sports packages, starting at $999, which bundle the TV (Sony, this time around) with other products. If their favorite team wins, Baillio’s gives up the TV. Now that’s smart marketing. The related advertising campaign, for one thing, targets women and draws both genders into the store. Customers are lured to a new Sony sports room, where they can view a wide variety of products there and throughout the rest of the store. And, most importantly, it pushes a full-solution sale, which let’s customers know that it takes a lot more than a high-def TV (stands, mounts, cables, furniture, audio, etc.) to make up a complete viewing experience.