"We know that sports, in general, drive a lot of electronics purchases, especially flat-panel televisions, so we wanted to fish where the fish are," said Eddie Combs, CMO of Sears Holdings Corporation Electronics. Combs also said that with the bankruptcy of Circuit City, Sears wanted to position the company as a leader in electronics and a "full turnkey service provider." The events started on September 10 in Pittsburgh and will run through a November 1 event in Dallas.
The Blue Electronics Crew is a relatively new program from Sears overall, having launched August 23 with its own PR, disruptive marketing, advertising, and commercials with Brett Favre. But Sears wanted to "reengage with the consumer face-to-face" through a tour, Combs added.
For the tour, Sears and its AOR Euro RSCG Worldwide PR reached out to industry trade publications, electronics, and sports outlets, said Larry Costello, PR director for Sears Holdings Corporation.
"As the tour takes place," he added, "we are doing local outreach from a PR standpoint and we'll have photos." Online, Sears has a Facebook presence and is on YouTube, as well as microsite, Sears.com/football.