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Sex sells, even when it’s only plastic.
At least that’s what Tracy Tingue, owner of AutoMart
Superstore in Chandler, Ariz., found this September when he placed three “well-endowed” mannequins, wearing club-hopping attire in front of his dealership holding sale signs.
“I thought that it would be something that would be kind of fun,” he said.
He also thought it would
garner him some attention.
He was right.
While the “girls,” as he calls them, immediately drew traffic to the dealership, they also drew some controversy.
About two and half weeks
after Tingue placed the “girls” outside his dealership near the road, a city code enforcement team showed up and informed him that the mannequins do not meet the city’s sign ordinance and they would have to be removed.
But Tingue doesn’t see it that way.
He said because his dealership sits far back from the road he needs signs, like the ones held by the mannequins, to grab the attention of possible
customers.
“If I get customers in my door, we sell cars,” said Tingue. “I just need more opportunities.”
And Tingue’s “girls” have provided those opportunities.
“It’s hot chicks out front
holding signs,” he said. “It draws attention.”
Besides the city, Tingue said he’s only had two people come into the dealership to complain about the mannequins.
Both of those complaints were because the clothing on the mannequins – which Tingue changes each week based on the weather – had been pulled down.
Although he refers to them as “smoking hot,” Tingue doesn’t think the mannequins are too sexy.
He said he has no problem with his wife, father-in-law or pastor, for that matter, seeing them.
“The mannequins are dressed in a way that anyone would find attractive,” he said.
At least three customers who bought cars at AutoMart one weekend came in because of the mannequins.
One mom and daughter even posed for a picture with the “girls.”
It’s not just paying customers who like the “girls.” Tingue said people driving by honk, wave and cheer at his marketing ploy.
“I get introduced as the guy with the mannequins,” said Tingue.
Because of all of this Tingue doesn’t see his refusal to remove the mannequins as stubborn, instead it’s just good business.
“I clearly wouldn’t want to fight for something if it wasn’t effective,” said Tingue.
Chandler city representatives still want the mannequins
removed.
“It is in violation of our sign code,” said Jim Phipps, Chandler public information officer.
“More power to him for wanting to be creative, but you still have to comply with the law.”
Phipps said while Chandler is all about helping businesses succeed, there are ordinances in place for a reason.
The city could become overrun with signs of all kinds
without these rules. After many warnings to Tingue, the city has now handed the case to the city prosecutor.
“We’re letting the city attorney decide,” said Phipps. “That way (Tingue) gets his day in court.”
Failing to comply with the sign ordinance is a misdemeanor and could mean up to a $2,500 fine for Tingue along with jail time.
“I would pay the fine, I won’t do jail time,” said Tingue.
Until his court date, which could be more than a month away, the “girls” will stay in place. And just in case the mannequins have to move inside, Tingue is brainstorming ideas for his next marketing tool.
Live models were a natural thought, but Tingue said he can’t afford them.
“I don’t know what the next thing will be but it’ll be big,” he said. “That’s what they’ve got to worry about.” |
