Chicago motorcycle dealer makes pricey bet for New Year's


Holiday discounts are nothing new, but Marty Pavilonis, owner of the Zone Honda-Kawasaki in Chicago, has an unusual approach: The “Let It Snow Promotion,” which started last Friday and runs through Christmas Eve.

Snow season is slow season for riding in the Chicago area. But Pavilonis is letting riders hedge their bets: He promises to refund customers for every purchase in any department of his store through Christmas Eve, if it snows at least six inches in the area on New Year's Day.

That could add up to more than $1 million worth of new and used bikes, service, storage, parts and accessories on which lucky Chicagoans will pay only the sales tax, according to the Chicago Business.

Pavilonis hedged his bets too, with an insurance policy to cover all of his December sales if the area gets anything approaching the 17 inches of snow New Year's Day 2001. The promotion is sure to bring in plenty of December shoppers just on the chance, and the insurance will cover his costs if snow favors the riders.

Either way, Dealernews took note, proving the store gets plenty of free attention out of the promotion.

It’s not the first of Pavllonis’ promotions to get attention, either. He’s won the titles of “2010 Marketer of the Year” for his effective, fun, out-of-the-box marketing strategies.

Posted by Holly Wagner

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