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May 15, 2006

News & Opinion: PR for 50 Cents

By: 800-CEO-READ @ 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.