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A Smash-and-Grab Hit from the Annals of Guerrilla Marketing

3M put $3 million on the line … protected by nothing more than its glass wrap.




A Smash-and-Grab Hit from the Annals of Guerrilla Marketing

Fifteen years ago, 3M rolled out a one-day marketing stunt to promote the strength of its new protective film, Scotchshield. The campaign was simple: $3 million in Canadian dollars was placed inside an advertising casing at a Vancouver bus stop. Members of the public were challenged to break the Scotchshield-covered glass – using only their feet — and if they did, the money was theirs. By the end of the session, the glass held firm, and the campaign became a legendary example of guerilla marketing. Would you ever be prepared to try something similar, say a 3-carat diamond in a glass case, protected by your favorite security film? (You may want to keep in mind, Tesla tried something similar with its new truck that ended in a small disaster.)

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Put Your Trust in Wilkerson

To do business successfully with anyone, you need a certain “comfort level.” That’s something that Phillips Pitts, owner of two Parris Jewelers stores in Hattiesburg, Miss., said he felt immediately when he first talked to Wilkerson’s Rick Hayes. He was just about to launch an anniversary sale. And he chose Wilkerson to handle all the details — from the marketing to the sales floor. “Rick cared what was going to happen to Parris Jewelers,” says Pitts. “Not just during the sale but after the sale.” Would he recommend Wilkerson to other jewelers contemplating a large-scale sale? Absolutely, says Pitts, who says the results “exceeded their expectations.” His trust in Wilkerson has only grown after the numbers came in. “They were interested in me fulfilling and what I need to fulfill to make my company better.”

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