Campaign with Chinese New Year theme draws dozens of new dealers to Preferred Warranties, while one dealer draws a sealed envelope with a rare $500 bill.
An innovative enrollment campaign developed by Preferred Warranties, Inc. resulted in dozens of additional used car dealerships signing up to carry PWI extended service contracts, and proved to be a windfall for a number of the dealers as well. The “Lucky You” drive, timed and themed around the 2013 Chinese New Year, proved to be particularly lucky for one West Virginia dealer. Choosing from a pouch of sealed envelopes containing a mix of currency and rebate coupons, Barry Mason, owner of Nelson Auto Sales in Ridgeley, was lucky enough to draw the top prize: a genuine $500 bill.
Last printed in 1934 and withdrawn from circulation by the Federal Reserve in 1969, $500 bills are still legal currency in the United States. As rare collectibles, however, they typically sell for hundreds of dollars over face value.
“This was the most fun I ever had in the field,” said Bill Jurick, the PWI sales consultant who called on Nelson Auto Sales in March. “Each of us on the sales team got a pouch with more than a dozen sealed envelopes. All we knew was that there was at least one $100 envelope in each pouch, and that one of our pouches also had the big bill in it. When Barry pulled that $500 bill from the envelope, neither of us could believe it.”
“As seasonal sign-up drives go, this was the most successful campaign that we’ve ever run,” said Wayne Herring, Jr., PWI’s national sales manager. “It helped draw more than twice as many meetings and sign-ups as we expected.”
Preferred Warranties Inc. has been a quality leader in aftermarket vehicle protection plans since the company was founded in 1992. In 1998, the company was ranked #179 on the Inc. 500 list of fastest growing U.S. companies and earned a Torch Award for Marketplace Ethics from the Better Business Bureau. Today, Preferred Warranties extended service contracts are available through dealerships in 18 states: Alabama, Delaware, Georgia, Indiana, Kentucky, Maryland, Massachusetts, Michigan, New Jersey, New York, North Carolina, Ohio, Pennsylvania, South Carolina, Tennessee, Texas, Virginia and West Virginia. PWI is currently expanding throughout New England, and by the end of 2013 expects also to have its plans available through dealerships in Connecticut, Maine, New Hampshire, Rhode Island and Vermont.