Originally posted by Buck Lovell on Saturday, 17 December 2011 in Buck Lovell's - American Biker Blog
CHICAGO MOTORCYCLE DEALER BETS A BUNCH!
Chicago motorcycle dealer makes pricey bet for New Year's
Holiday discounts are nothing new, but Marty Pavilonis, owner of the Zone Honda-Kawasaki in Chicago, has an unusual approach: The "Let It Snow Promotion," which started last Friday and runs through Christmas Eve. Snow season is slow season for riding anything with two wheels in the Chicago area. But Pavilonis is letting riders hedge their bets: He promises to refund customers for every purchase in any department of his store through Christmas Eve, if it snows at least six inches in the area on New Year's Day. That could add up to more than $1 million worth of new and used bikes, service, storage, parts and accessories on which lucky Chicagoans will pay only the sales tax, according to the Chicago Business. Pavilonis has hedged his bet too, with an insurance policy to cover all of his December sales if the area gets anything approaching the 17 inches of snow New Year's Day 2001. The promotion is sure to bring in plenty of December shoppers just on the chance, and the insurance will cover his costs if snow favors the riders. Either way, Dealernews took note, proving the store gets plenty of free attention out of the promotion. It's not the first of Pavllonis' promotions to get attention, either. He's won the titles of "2010 Marketer of the Year" for his effective, fun, out-of-the-box marketing strategies.
This is old fashioned American MARKETING ingenuity in the Classic sense. RIGHT-ON Mart Pavilonis……if I lived any closer, I'd be in your store shopping my brains out…..what little brains I have. Hey Pat Danger….he's in your neck of the woods sorta huh? Sales is sales.........Christmas is just around the corner.........go for it! Maybe the local Harley-Davidson dealer should take a hint from Marty.