Perry’s Emporium hits Snow Jackpot

Ideal Marketing Group member Alan Perry and Perry’s Emporium hit the Snow promotion jackpot Christmas day and is going to be giving customers back over $400,000 in February…Feb.13th to be exact. As you may know, we do “Let it Snow” commercials for several jewelers in our group, in fact this was the 4th year for Springer’s Jewelers in Maine. Now, you expect it to snow in Maine, but in Wilmington, North Carolina on the coast? After discussing the possibilities of the event, Alan had the brilliant idea of measuring the snow not in Wilmington…but in the mountains of North Carolina, in Asheville. You see Alan is crazy like a fox and it is “out of the box” ideas like this that really capture people’s imagination. As those of you who know Alan can attest, he’s a natural pitchman as you will hear in our radio ad launching the promo on November 22nd:

Click here to Listen to the Commercial

The brilliance of measuring the snowfall on the other end of the state, in the mountains, actually legitimized the promotion by improving the customers odds of winning. Secondly, Alan suddenly created for his store a statewide footprint. Over the past couple of years Perry’s Emporium has really grown, becoming coastal North Carolina’s largest independent jeweler. By measuring the snowfall in Asheville he is laying claim to the entire state. Because of the snow jackpot he’s not just getting calls and business from all over North Carolina, he’s getting call’s from across the country, not to mention amazing national press coverage. Here is Alan on FoxNews:

So here’s what Alan would tell you, and will if you give him half a second,…think BIG and have fun with your business! Stop thinking about what you can’t do and focus on ways to make your store the talk of the town. Those of you who know me know that I am not a promotions guy. I am a dominate your market with great, consistent advertising guy. Over the long haul there simply is no substitute. It pays for itself with steady growth. But in today’s tough market, big exciting events put people in stores. They create buzz and excitement. I have to admit, as a promoter, Alan is a natural. He’s a thoroughbred race horse. As his ad agency I actually sometimes have to hold him back a bit. But damn is it fun to see him run!