Tying your car dealership to the local NFL team is an easy way to get your name out to the public. Advertising 101, really. When that team happens to be a dominant one like this season's Seattle Seahawks, the sky's the limit, right?
Wrong. There's a right way and a wrong way for cheesy promotions. Jet Chevrolet in Federal Way, Wa., promised a dozen lucky customers a $35,000 prize if the Seahawks shut out the New York Giants on the road.
It should have been obvious from the start. A dominant secondary against pick-prone Eli Manning and a terrible Giants team, there's a cheaper way to hitch your wagon to Pete Carroll and Co. Jet's "Seattle Shutout" promotion is going to cost a grand total of $420,000 ... roughly 15 new Impalas or eight new Corvettes.
The dealership's general manager is still waiting for the promotions company and the insurance company to return his call.
If you're a car dealer hoping to use an NFL team for publicity, please consult with the pros at Eastern Motors.