Ken Crane's is a familiar brand in Southern California, a mini-chain that has provided the region's residents with televisions and components for more than six decades.
But to promote the unveiling of the world's largest plasma TV - a 103" Panasonic, available to consumers through only four US merchants - the retailer wanted to give its PR program a little kick.
Strategy
The TV-unveiling campaign had a multi-pronged goal, says Bob Gold, president of Bob Gold & Associates (BG&A), Ken Crane's AOR. It needed to do more than simply establish Ken Crane's as the only California retailer selling the Panasonic 103" TV.
"We were aiming to use [the Panasonic] as the hook to [draw] reporters," Gold says. Once in the store, he adds, journalists could speak with Ken Crane's representatives about big-screen category confusion and see how the store differs from big-box retailers.
Tactics
Playing on a "size matters" theme, BG&A crafted a 48"-by-36" invitation inviting Ken Crane's top customers and business connections for a cocktail party celebrating the plasma's debut. Held the evening of launch day, August 15, it featured TV demos and celebrity guests, like ex-LA Dodger Jay Johnstone.
BG&A also arranged media briefings with store personnel throughout the day. And KTLA broadcast its full morning show from the West LA store, including a 20-minute "buying a flat-screen TV 101" segment.
Results
Outreach efforts garnered more than 300 TV segments across the US, says Gold. Additionally, a store spokesperson was quoted as an HD DVD vs. Blu-ray expert in a national AP story, as well as in Variety.
The store reported traffic and sales boosts. Plus, the original Panasonic 103" TV was sold for $70,000.
Future
Ken Crane's and BG&A are eyeing their next project.
PR team: Ken Crane's Big Screen Headquarters (Hawthorne, CA) and Bob Gold & Assoc. (Torrance, CA)
Campaign: Ken Crane's unveils the world's largest plasma TV
Duration: July 10-August 16, 2007
Budget: $8,500
