Loyalty on Fire
Yesterday I had the great pleasure of attending a launch event for Circuit City’s Firedog services group. The retailer has been taking direct steps to battle behemoth competitor Best Buy, including creating Firedog and hiring Samsung’s Peter Weedfald as senior vice president and chief marketing officer. Not surprisingly, Weedfald dove right into the fray and brought his passion for customer and community to bear on the challenge.
Circuit City held the launch event to announce its charitable program Firedog Across America, which aims to support fire stations throughout the United States. The event took place in a New York City firehouse, Ladder 3/Engine 6 on East 13th Street, and featured former New York Mayor Rudy Giuliani, Fire Commissioner Nicholas Scoppetta, FDNY Foundation vice chairman Andrew Guarino, Circuit City president and CEO Philip Schoonover, and Weedfald. During the event Scoppetta presented two checks for $100,000 each: one to Giuliani for the National Law Enforcement and Firefighters Children's Foundation, a New York based organization that helps children of law enforcement and firefighting personnel whose lives were lost in the line of duty; the other to Guarino for the FDNY Foundation.
Afterward, Weedfald explained the Firedog Across America program, and encouraged the attendees to participate and to spread the word. The program centers on a letter-writing contest. Participants write a brief essay nominating their local fire station to be honored (deadline, March 31). Circuit City will choose the 10 best and award each $20,000 toward new equipment. Authors of the letters will each receive a home “technology makeover” plus Firedog services, valued at $10,000.
Circuit City will then post the 10 letters on firedog.com and collect votes from consumers on the best of the 10. The winning fire station will receive $100,000. Additionally, the retailer will contribute $1 for each vote, up to $250,000, and then donate that money evenly to the 10 finalist fire stations. "We hope Firedog Across America demonstrates the appreciation that people have for the men and women who help to keep us safe," Weedfald said.
I’m sure it will. It also demonstrates Weedfald’s mastery of tying customers and community together to create a branding buzz that boosts loyalty.
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