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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.)



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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