Holiday Events Connect With Customers

Christmas Cheerleading. Three years ago Fruchtman Marketing approached Steve Levinson, owner of Monmouth Jewelers, Newport, Ky., to help beef up his seasonal men's night. The most inspired innovation was hiring members of the Cincinnati Bengals' cheerleading squad to augment the sales staff. The store, in the Cincinnati area, sent more than 2,000 direct mailers inviting men to the “Ben-gals, Baubles and Beer” event. In keeping with the football theme, the invitations looked like NFL tickets. The guests, around 110 strong, were in their element, eating pizza, drinking beer, talking football, and chatting up the women who cheer on their favorite team. The cheerleaders posed for the cameras, signed studio-quality pictures, and walked men through the store. Whether it was the beer, the pizza, the cheerleaders, or a combination of all three, the gents were “definitely in a buying mo

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