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May 15, 2006

News & Opinion: PR for 50 Cents

By: Dylan Schleicher @ 7:57 PM – Filed under: Management & Workplace Culture

Call it what you will, Jay Levinson said it's "sheer genius" and I imagine that Richard Mori is probably thanking his lucky stars (or his lucky New Hampshire state highway tokens) that he got great PR.
With NH's new E-ZPass System, Mori, owner of Mori Books in NH, decided to "redeem the [now obsolete New Hampshire highway tokens] for double the face value, or 50 cents each, for up to half the cost of any purchase."
So what happened? Some great PR. Mori was in a brief column in Inc (where I heard of him), on TV, newspapers and radio stations all over NH. "By early April his store had received 2000 tokens work $1000 in store credit...The exposure has driven monthly revenue up 25%, led by sales of pricier rare books."
Perhaps Jay would say it's guerilla marketing at its best.

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.