Local Marketing That Works: Appliance Direct

You’ve all got that local business that has its own celebrity. You know, the funny guy doing his own commercials? The one with the catchy jingle? For Orlando, it’s Appliance Direct.

What started when I first moved here with just one appliance warehouse now has grown to have 20 stores across Florida. What’s so great about an appliance store, you ask?

This guy:

Sam Pak is the CEO of the company, and is on commercials on tv and radio at least 500 times each day. He’s just comical. He and (who I assume is) his wife make you want to watch commercials about fridges and washers. (I once found myself watching a 15 minute infomercial out of pure enjoyment). He puts cakes in dishwashers to demonstrate their ability, and he always holds his hands out and says “New. In the box!” (It’s become a mantra in my family).

The commercials aren’t particularly well done. There’s no fancy music or lighting. It’s just a guy telling you if you didn’t buy from Appliance Direct, you paid too much.

Why it works is:

1. He’s funny. He might not mean to be, but he is.
2. Penetration. Everywhere you look, there is Appliance Direct. When your washer breaks, who are you going to think of?
3. They don’t just say it: they really do have the cheapest appliances in town.

So before you start whining about how you don’t have a big budget for marketing, think about it. It’s not necessary to spend thousands on marketing, it’s just important to do it right.