Executives at Dick’s Sporting Good’s were thrilled with last week’s Apprentice 4, even if team Excel did cause sales to drop in one of their stores. That’s because Trump’s subsequent mass firing led to a lot of buzz.
Most of that buzz had to do with the boardroom, but bloggers and others mentioned the store’s name. “Most of the company’s blogosphere mentions were just that, a quick mention in the midst of a rant or rave about the firings,” the Pittsburgh Post-Gazette reports. The company “[took] advantage of the national TV exposure, [as] more than 100 of the Findlay retailer’s stores held an interactive basketball competition — inspired by the “Apprentice” challenge seeking in-store events to lure shoppers — that attracted more than 50,000 people.”
Perhaps most surprisingly, the store’s executives, who were filmed but didn’t get included in the show, “were impressed by the baseball event, even if the team behind it lost big,” the paper reports. VP Jeff Hennion said, “That kind of event can work. You just need to make sure it doesn’t consume the store. And it doesn’t hurt sales.”