HTSA’s Glikes Tells Members: Play to Your Strengths
Lyn Perry of California’s Wilshire Home Entertainment told of a December event in partnership with Sony: a movie premiere of “The Tourist” that the store hosted. Wilshire threw an in-store party with Elvis and Austin Powers impersonators ahead of the two showings that drew 250 on Wednesday night and 350 on Thursday to a local 400-seat theater rented for the occasion. “About $250,000 in A/V products were sold within two weeks afterwards” – roughly 10 times what it cost to underwrite the event, he said.
Seattle-based Definitive Audio’s Craig Abplanalp detailed how the company continues to grow attendance and sales from its 19-year-old Home Theater Experience summer events and its six-year-old Music Matters winter events – all carefully honed affairs where vendors are limited to two-minute speeches with the rest of the time allotted to pure demonstration. “These are non-selling events, but they serve to establish our leadership role in the community,” he said. Aside from strictly limiting vendor spiels, Abplanalp said a major piece of advice he would offer for an in-store marketing event was “don’t let the food run out.”