egismoz Comes Out Swinging with Risky Ad Campaign

egismoz, a new Retail franchise specializing in consumer electronic products sold in neighborhood stores and online, isn’t looking to make any friends in the retail segment. With the start of its “Big Box Stores Suck” radio campaign, the Ann Arbor, MI-based startup retail chain blasts big box electronics stores for their institutionalized shoddy service, overly broad selections, and a general lack of knowledge. The campaign attempts to rally consumers in a national boycott of the major electronics giants. 

In the face of over $12 billion a year in customer returns, nearly 10 percent of all consumer electronics purchases, egismoz launched its “Big Box Stores Suck” radio campaign this week to combat the monopoly big box stores have created and to offer customers an electronics retailer that is more personal and reliable.  

Warned by public relations and marketing consultants that the public might find the word “sucks” on the harsh side, egismoz President and CEO Taylor Bond stands his ground.

“We actually took the word from the mouths of disgruntled big box customers who turn to us in hopes of better service and value, and it’s the most acceptable one we’ve heard them use to describe their negative experiences when dealing with the electronics giants” said Bond, a former Computer Renaissance franchisee who became President of Winmark Corp.’s Computer Renaissance division. “Our campaign will show consumers that there is an alternative. We have no fear in this boycott and are confident that we can offer the perfect alternative with 100 times better customer service, the right selection, and tremendous value. Just think, where’s the absolute scariest place to be in any big box store? The Customer Service line! This just can’t go on any longer! Consumers are fed up! We’re their answer!”

The alternative Bond is referring to is egismoz -- a “small box” store full of the right selection of computers, notebooks, monitors, printers, HDTVs, digital cameras, iPods, Home Theatre systems, and lots of other gismoz and gadgets. Its online component, egismoz Auctions, offers customers an Internet option where buyers can bid on or immediately buy a host of consumer electronic products available at their local egismoz store.

The harsh words egismoz has for big box stores are being heard. egismoz recently won six Gold Addy Awards from the Ann Arbor Ad Club and a Silver Caddy Award from the Detroit Creative Directors Council for their “Look What I Got” campaign and with the new “Big Box Stores Suck” advertisements, Bond expects even more industry recognition.

“Our commitment is to deliver unbeatable value,” Bond said. “We’re doing what the big boxes and Internet merchants haven’t been able to do and can’t – provide electronics customers with the respect they deserve, reliable products, the right selection, and incredible bargains all under one roof.”

The fight against the big box stores has been successful and as egismoz builds its network of franchised locations throughout the U.S. the model for doing business in retail electronics will change dramatically.

“egismoz is going to fight for customer service and loyalty. Our small box concept is the right solution. Let the wars begin. Let the boycott begin,” Bond said.

About egismoz

Based in Ann Arbor , Michigan , egismoz is a retail and on-line consumer electronics franchise. Its sister concept, Children’s Orchard, Inc., is a 25 year old Franchise with nearly 100 children’s resale stores across the country.  egismoz offers quality name brand, new, overstock, and manufacturer recertified computers, notebooks, printers, monitors, HDTVs, digital cameras, remote control toys, and other gismos and gadgets on sale for 20 to 80 percent less than competitive retailers.