Suiteplay, a Chicago-area retailer of home entertainment furniture, is trying to create some buzz with a promotion that will offer a full rebate to customers who make any purchase from 3/13-4/13 if the Chicago Cubs win the World Series. The only thing I don't like about the promotion is that it is not a fresh idea. Just last year, Jordan's Furniture, ran the same promotion with the Boston Redsox, which was very successful for consumers and the retailer because the Sox took home the championship that year.
The promotion will not require consumers to purchase anything at all to be a winner. They can register at any of the Suiteplay stores for a chance to win a Cubs recliner. One recliner will be given away at each of the four stores, only if the Cubs win it all. But, if you want some free furniture, you are going to have to take a chance and hope for the Cubs to come out on top at the years end.
Suiteplay is expecting sales to double during the promotion and will launch a new line of outdoor furniture. The chain is insured against potential losses and reimbursements will not include sales tax and delivery fees. They will run full color ads in the Chicago Tribune, radio spots, email blasts, website banner ads, a scroll on the Wrigley field Marquee which will run 100 times daily and on air mentions during the first six Cubs games.
It has been 100 years since the Cubbies have won a championship and it doesn't look like it going to happen anytime soon. This is a great example of how you can incorporate traditional marketing elements with non-traditional marketing. Like I mentioned before, I do not like that Suiteplay is recycling the same promotional tactic used by Jordan's the previous year. If you are going to recycle and idea at least put your own spin on the campaign and do something a little different.
2 1/2 bees for a promotion that has been done before.