Another event he calls a home run was skewed more towards his typical customer, one that was centered on plasma TV. Held in conjunction with Pioneer, it was promoted by direct mail and e-mail blasts, and ran Friday through half of Sunday. Targeted at customers who had expressed interest in Pioneer TVs via the company’s Web site, the event resulted in the sale of 32 sets, “unbelievable” for such a short stretch, he says, and almost $500,000 in revenues, owing to some complete-system sales that were also consummated.
“We’ve done it two years in a row, with similar results,” says Hudkins. “We run those close to the new-model year—October/November—and add little incentives, maybe throw in a free mounting bracket or agree to pay the sales tax, which amounts to about five percent.”
Hudkins says a third go-round is planned for this fall, and adds that he expects the extra buzz surrounding 1080p to help fuel interest and sales. “It’s important to remember that none of this promotion went to the general market; it was very focused,” he points out.