Furniture's free if Red Sox win Series
Jordan’s links promotion to baseball team
By Furniture Today Staff -- Furniture Today, March 8, 2007
BOSTON — Jordan’s Furniture is offering to give away free furniture if this city’s beloved Red Sox win baseball’s World Series.
The retailer, part of Berkshire Hathaway’s furniture division, is running a television commercial promoting the giveaway on five furniture categories purchased from now through April 16.
Jordan’s Eliot Tatelman said the retailer has insured the “Monster Deal” event through a major company for more than $20 million and expects sales to top that mark.
“I’m hoping we’re going to do a ton of business … but who knows?” Tatelman said. “We’ve never done anything like this before to this degree.”
Asked if he was nervous the Red Sox might win, Eliot told a local television station, “I am rooting for the Red Sox,” and mentioned the insurance. “I would never have done it if I was going to be rooting against the Red Sox,” he said.
The company would not disclose the cost of the insurance.
Pegging furniture giveaways to sports-team wins may be becoming an emerging marketing move for the industry. Randy Gonigam, owner of Plano, Ill.-based World Furniture Mall, got the ball rolling last year, when he gave away $300,000 in free furniture to customers after professional football’s Chicago Bears recorded their first shutout in five years against the Green Bay Packers in their season opener.
The store ran a similar promotion later in the year — more free furniture if the Bears blanked the Packers again on Dec. 31 — but Chicago ended up losing that one.
Tatelman said Jordan’s event was not inspired by Gonigam’s promotion (he said he didn’t hear of it until later) but grew out of a new sponsorship deal Jordan’s has struck as “the official furniture store of the Boston Red Sox.”
Among other things, a new area at Red Sox ballpark Fenway Park will be called the Jordan’s Furniture Third Base Deck and will feature women’s restrooms, concessions, a big screen television, autograph signings with Wally, the team mascot, and, of course, Jordan’s marketing materials.
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