Retail Observer

RETAILOBSERVER.COM MARCH 2016 72 I n the world of retail sales, creative methods of advertising your company's name are a significant benefit to any business endeavor. BrandSource is particularly delighted when one of its proud members comes up with a fresh idea that ups the ante on previous efforts to increase the public's familiarity with their store. Sides Furniture & Bedding in Dora, Alabama has done just that. The furniture store, owned by George Sides Jr., has harnessed the popular appeal of the Powerball lottery to bring people into his store. In a brilliant advertising coup, Sides gave out free Powerball tickets to customers as a way to say thank you for coming, and inadvertently became a media sensation. The Powerball lottery, which is currently offered in 44 states but not in Alabama, became a national obsession last week when the jackpot grew to a staggering $1.5 billion. All over America, lines grew at neighborhood convenient stores and gas stations where tickets were purchased in droves. In a stroke of genius, Sides drove across the border into Tennessee to buy 250 Powerball tickets so he could distribute a ticket to each of his customers beginning on January 10th. "There's so many people who can't get to the lottery location, it's over 100 miles away. So we just decided to do [this]," said Sides. His quick thinking inevitably set off a wave of popular interest in him and his store as Powerball fever swept the nation. As the lottery failed to produce a winner, Sides continued his treks across the border as word of mouth spread about his unorthodox advertising technique. In the days leading up to the final jackpot on January 13th, which produced three winning tickets, he bought over 600 tickets. The ticket giveaway garnered considerable attention, which resulted in TV news coverage. Birmingham TV station, ABC 33/40, broadcast a story on Sides. The story depicted the lines of hopeful Alabamans who descended on the store to pick up a ticket. "We're giving them away. We're not tying ourselves to them in anyway. If you win (the jackpot), so be it. We just hope you come back and share some of the winnings with us," said Sides. His customers have expressed admiration for his generosity and for his business sense. Laura Culverson, a customer who came for the ticket giveaway, complimented Sides' effort, "I think it's an awesome idea. Really good advertisement." Another grateful customer, Jamie Dutton, said, "We don't have to drive all the way to Tennessee or Georgia to get our tickets. We can get them right here. It's been great." The ingenuity engineered by George Sides Jr. is in keeping with the talented business owners that make up the BrandSource family. Sides Furniture & Bedding founded by George's parents, George Sr. and Roberta, over 50 years ago, is a town fixture. Although it began as a grocery store, it is today one of the oldest furniture stores in the area. The store acts as a one-stop shop for all of their customers' furniture and appliance needs with a 50,000 square-foot showroom. It showcases furniture for your home's interior as well as other necessities such as mattresses and rugs. George Jr.'s creative approach to salesmanship and customer appreciation ensures that his parents' legacy, and the tales of his drives across the border to buy Powerball tickets, will continue for years to come. B U Y I N G G R O U P N E W S RO THE POWERBALL COMES TO SIDES FURNITURE

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