Thunder Marketing- How Sound of TriState Created an Event That
Promoting the event is done though newspaper advertising and radio, but the store sends e-mail blasts to their customer base as well. "We try to keep track of our customer base through e-mail now (about 4,000 addresses) because, obviously, it's a lot more cost effective and it hits our customers a lot quicker. We do not send cards anymore," says Narimanian (though they do for private sales).
Sound of TriState's success comes as no surprise to Orvel Ray Wilson. He says that all retailers should be thinking about marketing campaigns that will differentiate themselves.