Max Motors, a car dealership based in Kansas City, Missouri, put a press release out announcing that everybody who buys a car from them is getting a free handgun.
Now, a handgun costs something like $300 and he’ll actually give you a valid handgun voucher (in essence, a gun shop gift certificate) that you can take to your local gun dealer and get a handgun.
Considering that every car dealer is offering money off or cash back or free window tinting or something, it’s not such a big deal but it’s different.
He did get written up in every major newspaper and he managed to mix in about 14 different hot topics into his promotion, including President Obama and his administration.
He got publicity everywhere by cleverly using the second amendment, the NRA, the political “repercussions” of his offer, and the hook of being of the daring edge and getting people riled up about the offer… that he accomplished his goal… free publicity by the mile, in the value of tens of thousands of dollars, if not more. Some3 outlets covering the story included the Wall Street Journal, Fox News, the BBC, and the Times Online…)
And when the publicity slowed down, what was the next step?
Yep. an AK-47 instead of a “mere handgun”. That led to another round of publicity frenzy.
Although, unless you have the permissions to have one, you just might have to settle for free window tinting instead…
Max would have to spend thousands to get that kind of coverage in advertising. But is he selling cars?
Andy
“This thing has taken off. Sales have quadrupled,” said Muller. The store sells both used and new vehicles including General Motors and Ford products.