Bookmans a top contender in 'Retail' video contest
Apr 13, 2012 (The Arizona Daily Star - McClatchy-Tribune Information Services via COMTEX) --
Harrison Kressler loves his job, and he wants everyone to know it.
He's a media producer for Bookmans Entertainment Exchange, based in Tucson.
At just 26, the University of Arizona media arts graduate has won multiple awards for his advertising spots, including a prestigious Addy Award in a national competition, the advertising industry's equivalent of the Super Bowl.
Kressler has elevated Bookmans to the national stage once again, with his video making it to the quarterfinals in the National Retail Federation "This Is Retail" video contest. Bookmans is the only Arizona retailer left in the competition and the only bookseller.
Now, advancing to the semifinals depends on the votes of Bookmans customers.
Videographers had a handful of themes from which to choose in making each two-minute video, with the basic premise of what it means to work in retail. The first-place winner will receive $25,000. Second- and third-place winners will get $15,000 and $10,000, respectively.
If Kressler's video wins, he intends to split the prize with the chain's owner and use his portion to throw a party for all of the Bookmans employees as a show of appreciation.
Kressler's video featured more than 55 employees from Bookmans stores in Tucson, Mesa, Phoenix and Flagstaff, emphasizing the company's belief that "retail should be collaboration between the company and its customers so that both can grow in their community."
The two-minute spot plays up customer service, community involvement and recycling.
"It's really amazing what this company does, and I believe in it and I want to promote it on a national level," Kressler said.
How to vote
In the quarterfinals of the "This Is Retail" video contest sponsored by the National Retail Federation, 10 videos are paired up, and the public can vote for their favorites through 8:59 p.m. Tucson time Sunday.
Harrison Kressler's entry for Tucson's Bookmans Entertainment Exchange is pitted against a video for a Columbia, S.C., eyewear store.
An individual can cast up to 10 ballots per day. The website will keep a running tally so voters can see how their favorite videos are faring.
Ballots can be cast from the Retail Federation's website or via Google, Facebook, Twitter or LinkedIn.
The five winners of this round will be announced Monday and move on to the semifinals.
To sign up to vote, go to: www.retailmeansjobs.com/ThisIsRetail/Matchup.
Source: National Retail Federation website
Did you know?
Bookmans Entertainment Exchange was started in 1976 when Bob Oldfather purchased his dad's small used-book store on the corner of Broadway and Tucson Boulevard.
Adapting to the needs of his customers, Oldfather expanded from selling paperbacks and magazines to buying, selling and trading video games, movies, music, board games, collectibles and more.
To drum up business, Oldfather starred in his own television commercials wearing his signature fedora.
Bookmans' flagship store moved from its original location to Grant Road and Campbell Avenue in 1986.
Since Oldfather started Bookmans 36 years ago, it has expanded to six stores in Arizona.
'Silver' Addy Award
Last year, Harrison Kressler's local television spot for Bookmans Entertainment Exchange, showing books falling domino-like through a store, won a national Addy Award in the "silver" category. Other silver-award-winning ads included: McDonald's, Walmart, HBO, Procter & Gamble, AT&T, Dreamworks Animation, National Geographic, Nike, Kellogg's, IBM, Allstate Insurance, Audi, ConAgra Foods, Disney Parks and Resort, Cessna, American Airlines and Lego.
The Addy Awards, presented by the American Advertising Federation, are the industry's largest competition, with more than 50,000 entries submitted annual for the three-tier competition, which culminates in the nationals, where Kressler won his silver award.
To see Kressler's Addy-winning video, go to: bookmans.com/content/bookmans-domino-book-drop
Source: American Advertising Federation website
Contact reporter Kimberly Matas at email@example.com or at 573-4191.
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