Promote the Time Change
Turn the biannual shift into a traffic-raiser
Every time the clocks need to spring forward or fall back, your promotional
budget could receive the equivalent of bonus dollars.
More than a few jewelers and watch stores nationwide contact local television
stations before the time shift. These retailers offer local TV news producers
an interesting "spot" viewers see employees carefully tending
to the time change.
"We've had them here for two years in a row," says Leslie Resnik
of Liggett-Stashower Public Relations, who handles promotions for Alson
Jewelers in Cleveland, OH. Television news coverage focuses on the many
hands needed to change the 5,000 timepieces at the downtown Alson location
and its 16-store sister company Alvin's Jewelers. Several newspapers also
cover the event.
The stores offer free battery replacement to customers one week before
and after the event. This draws new customers into the stores during the
important pre-Mother's Day period, accustoms them to servicing their watches
and often results in numerous impulse purchases.
Contact the media now. "Spring forward" occurs April 4. If
it's too late for your store, there's always a "fall back" date:
this year it's Oct. 31.
by Michael Thompson
Copyright © 1999 by Bond Communications.