HTSA’s Glikes Tells Members: Play to Your Strengths
The early portion of the conference was also peppered with lightning-round first-person presentations from within the group about event-marketing success stories.
Four 10-minute presentations the first day included one by Paul Sandquist, of Pennsylvania’s HiFi House Group, who explained how a promotional blitz for “The $9,995 Theater Experience” – a figure that included installation – helped to created buzz. The package “presented us an opportunity to advertise more than just TVs. We’ve sold lots of theaters to date, and they have given our guys a platform to sell up from.” The company’s Jon Robbins noted that only one of the 15 theaters already sold was for the base $9,995 price, with most ticketed at around $20,000. “The $9,995 is absolutely meant as a talking point,” he said.
Another, by Brian Perreault of Illinois’ Barrett’s Technology Solutions, outlined a vendor-underwritten November event that tied into the company’s rebranding as a tech solutions company. Barrett’s established a tiered-pricing structure for vendor participation, which consisted of six precisely scheduled 25-minute presentations that each vendor repeated several times in the course of the day, which was capped at the conclusion with food and drink. The marketing blitz surrounding it included email blasts – “the most successful contact method and the least expensive,” social media, direct-mail postcards, a raffle with a trip for two to CES as the grand prize, and direct leads to vendor “more info” areas embedded in the Barrett’s web landing page. Each of the 180 attendees left with a folder handout that included a $250 savings offer on $1,000-or-greater purchases. “Being a 45-year-old retailer, we were pigeonholed as Barrett’s Home Theater. This got the word out that we were more.” The event got the attention and interest of non-participating vendors who wanted “in” the next time, so another outdoor-living event is planned for May, he said.