11.26.2008 — While some dealers are cutting back on marketing, Bob and Ron's World Wide Stereo (No. 17 in the CE Pro 100) decided to kickoff the holidays with an Orange County Choppers event in its Montgomeryville, Pa., showroom.

The company welcomed the Orange County Choppers' Klipsch Bike to raise funds and awareness for the Philadelphia chapter of the Ronald McDonald House.

Why do a marketing event like this now? Bob Cole, president, explained by admitting business "ain't great," so he wanted to create some "good news."

"Against the prevailing wisdom that 'brand' events are not a good idea these days, we decided to have one anyhow," he says, adding that he was not interested in doing a big low-price promotion event.

Instead, the company hosted a private-invitation VIP evening with wine tasting, Absolut Vodka, hors d'oeuvres and the Klipsch Orange County Chopper. Attendees also had a chance to win a 42-inch plasma.

The company sent invitations to both the general public and to VIPs. Cole also did a radio commercial. (Listen below)

"In all, it was just an excuse for a party … and we had one," Cole says. "Seems folks needed one. The turnout was great. We drew a nice, positive crowd, made a bunch of appointments, sold some stuff and basically spread goodwill around. [It was also] great for the staff."

Cole opened the showroom to the public for the rest of the weekend and says he's happy with traffic.

"When I booked the radio time for the follow up event, a station manager said, 'Wow, no one is having events these days, maybe folks will come,'" says Cole.

"So I figured folks needed a party. Turns out, they did."

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