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Making Beautiful Music

Although the typical consumer might assume that they'd find the biggest selection at their local big box, retailer Elliott's Hardware insists its three Dallas area stores actually carry twice the number of items-and if they don't have what you're looking for, they'll find a way to get it.

In fact, customer service has really been what's separated the imaginative independent from the supersized chains. Elliott's spreads the word through a torrent of unique promotions aimed at building local ties.

After the holidays, they accept discarded Christmas trees and string lights to be recycled. They recently staged a Green Lifestyles Fair. And, most famously, in a stunt that made national headlines, the chain followed up a visit to the store last spring by George W. Bush by publicly offering the outgoing president a job as a greeter. Perks included a flexible part-time schedule, a seven-mile commute to his ranch, an opportunity to keep up on his people skills, ample parking for his security detail, employee discount, and company name tag with a big red W on it. (He graciously declined.)

An ongoing success story has been partnering with the Dallas Wind Symphony. Elliott's sponsored the symphony's CD, Strictly Sousa, on the local classical radio station, which played one selection from the album each morning as its "March of the Day." The chain was named on-air as sponsor and given the exclusive right to sell the CD in its stores for the length of the promotion.

Elliott's also sponsored the symphony's Christmas, Fourth of July, and "Summer Evenings" concerts. The chain's logo was printed on all promotional materials, and the company name was included in all radio ads. To help the symphony promote its season ticket sales drive, the chain hosted an on-site live broadcast in one of its stores. During the promotion, banners were displayed in the store, symphony volunteers handed out brochures, and small groups of musicians performed for shoppers.

Elliott's increased foot traffic, sales and name recognition in the community. In addition to selling 3,000 copies of Strictly Sousa in two weeks, the symphony received higher attendance at performances, new business sponsors, and a jump in season ticket sales.