The Swiss Had Everything But Cheese And Chocolate!

Posted on November 14, 2008 | Filed Under Marketing Tips, Sales

My Wife took me last night to a special Victorinox sale. You know Victorinox probably as the Swiss Army People.

 I was less than excited, actually my feet started hurting as soon as she mentioned shopping. Then she told me she had scored a couple of VIP passes to the event. That means we get the privilege of coming in the night before the sale.  Now I started to get interested - "Hey maybe these guys can teach me something here!" says I!

So I decide what the heck, I have nothing against the Swiss, heck they've never lost a war!

We get there and the parking lot of this High School they were holding the sale at is Jammed. I saw they had a football game though so I figured that was the real attraction (sadly for the kids playing I was wrong, only about 11 people between both teams watching, sad…)

The real attraction was the sale! We round the corner and slam into a line 76 yards long! Seems that if your not a VIP and have to shop like the little folks the line WRAPS AROUND THE BUILDING!

Clearly something is going on here!

After about a 90 minute wait in the line and a bunch of bitching from me, we get into the school, only to find that this is the staging area, not the beginning of the sale… can you say "anticipation" kiddies?

so another 15 minutes slogs by and we get into the sale and it is MAYHEM - but kinda "Organized Mayhem"! They have a gymnasium full of their products, luggage clothes, teeny weeny little knives with toothpicks and scissors, LED flashlights, big scissors, watches, sunglasses, everything except cheese and chocolate!

So I figure OK - Manufactured excitement, but I was wrong. these were KILLER deals on firsts, no seconds, returns, etc. This was the gear they sell at Nordstroms etc. Luggage that usually sells for 300 bucks a piece for $79! I got a $600 titanium MAVERICK II watch that sells for $600 on line and in the stores for only $150! Can you say 'Real Value" kiddies?

This was a great example of an event that has pretty much become this popular virally. They post signs on street corners in the town, they get some mentions on the news and give employees "VIP passes" to hand out but this is something people talk about. People come from HOURS away to shop at this event.

The lessons here - offer a great value, create scarcity (only this weekend), and make your promotion an event. The really cool thing is ALL the proceeds go to "Swim Across The Sound" a local CT charity that raise a lot of money for Cancer research. On a personal note - "C'mon folks when are we gonna get that licked!"

Great time, average ring seemed to be about $400.00. I'll be back, maybe this weekend!

Good Job Victorinox! You get my vote!
 

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Tagged as: sale, Victorinox, viral marketing