Company: Elliott’s Hardware
Headquarters: Dallas, Texas
Industry: Hardware Store
Company Size: Small (annual revenues of less than $50 million)

"Support of the arts is important to build customer loyalty... It drives traffic into our stores and keeps our loyal customers coming back again and again."
                – Charlie Bond, Owner

Objectives
To increase name recognition, store traffic and sales, and to increase public participation in the arts by making the arts more accessible.

Process

• Elliott’s Hardware partnered with the Dallas Wind Symphony to promote the sale of the wind symphony’s CD Strictly Sousa on the local classical
  radio station.
• The radio station played one selection on the CD each morning as its "March of the Day." Elliott’s Hardware was named on-air as the program sponsor and was given the exclusive right to sell the CD in its stores for the length of the promotion.
• Elliott’s also sponsored the wind symphony’s "Christmas at the Meyerson" performance, its Fourth of July celebration "A Star Spangled Spectacular," and the radio show "Summer Evenings with the Dallas Wind Symphony." The store’s logo was printed on all promotional materials, and the company name was included in all the radio advertisements.
• To help the wind symphony promote its season ticket sales drive, the store hosted an on-site live broadcast in one of its stores. During the promotion, banners were displayed in the store, symphony volunteers distributed brochures, and small groups of musicians performed for shoppers.

Results
Through its partnership with the Dallas Wind Symphony, Elliott’s Hardware achieves greater name recognition in the community, increases foot traffic in its stores and increases sales. In addition to selling 3,000 copies of Strictly Sousa in just two weeks, the wind symphony also realized increased attendance, new business sponsors and an increase in season ticket sales.

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