Dorson offered special promotional

Dorson offered special promotional incentives at the shop Heading into last fall, Dorson was in the midst of a year that had been her most challenging to date, with business down significantly from the prior years. But a big fourth quarter sales event, followed by a strong start to the holiday shopping season, added enough momentum that, by mid-December, her 2010 sales numbers were running 10% ahead of the prior year.

The sales event took place in October in conjunction with Birdcage's designation as the first stop on bedding and bath producer Peacock Alley's "Silver Home Tour." The cross-country promotion featured a 1977 Airstream Land yacht, refurbished and outfitted in Peacock Alley's linens, piloted by company Vice President Josh Needleman, son of Peacock Alley's founder, Mary Eller Gabler. Dorson offered special promotional incentives at the shop - where Peacock Alley lines are showcased year-round on Wesley Allen's iron bed frames - and Birdcage received national and local print and television coverage.

"I feel strongly that our big events and marketing efforts have helped with customer awareness this year," Dorson told Home Accents Today in December. "We've had three major store events and offered several customer incentive programs. The events, including four association street fairs, helped us immensely. I believe that, had we not invested in these events, our numbers would be even worse."