PR News

A World Series Win Equals Free Furniture? Yes, Please

by Matt

If you have ever lived in Massachusetts, you know about Jordan’s Furniture. If you watched any Red Sox baseball this postseason, you really know about Jordan’s Furniture.

Those of you who haven’t heard of the Warren Buffet- store now that the World Series is over – and the Red Sox have won – are officially in the minority.

Let’s Go Sox

Before the 2007 baseball season began, Jordan’s began a major marketing campaign that was called their Monster Deal (in reference to the Green Monster at Fenway Park).

Consumers who purchased a mattress, dining table, sofa or bed at any store location between March 7 and April 16 would receive a rebate of the purchase price for the paid merchandise if (and only if) the Boston Red Sox won the 2007 Major League Baseball World Championship. Not a bad way to increase traffic into the stores with diehard fans and gamblers alike.

Welcome To The Playoffs

The Monster Deal turned from dream to reality as the Red Sox won the American League East and headed for the playoffs. Suddenly, Jordan’s Furniture was getting free publicity throughout the nation on TNT and FOX broadcasts and in major newspapers and magazines.

The brilliant marketing plan had suddenly transformed into a PR darling. The Red Sox plowed their way through the playoffs – with the Jordan’s story gaining more and more publicity as the sight of free furniture neared – and on to a World Series victory.

Giving Back

Now, for those of you that think Jordan’s ended up the loser in this whole campaign, you’re wrong. The company took out a huge prize insurance policy that covered them based on the calculated risk of the Red Sox winning.

Customers placed nearly 30,000 orders during the Monster Deal, which means if the average order was $1,000, Jordan’s would be responsible for refunding $30 million in sales.

Turns out the only loser in all of this are the insurers (who have wisely declined to be named).

PR & Marketing Success

I say cheers to Jordan’s chief executive Eliot Tatelman and his innovative marketing plan. Not only did he reach his goal of increasing the company’s sales in Massachusetts, but he improved their public image and was awarded with millions in free positive PR.

All rewards come with a risk – this one was worth the taking.

Permalink |  Save on del.ico.us

Commenting is closed for this article.