Consumers are thinking just a little bit harder these days before they purchase, especially when it comes to luxury items that aren’t essential (versus gas or groceries). A little nudge in the form of an incentive can make the difference between the consumer who’s “just looking” and the one you ring up at the register.
In a recent presentation at the JA New York Show, Rafael Mael, marketing strategist for Brand Launcher, described how jewelers can use “irresistible bait” as part of an overall marketing plan. When implemented with style, incentives attract new customers, motivate them to buy, keep them coming back, and encourage them to refer their friends and families.
Here are Mael’s primary types of “bait”:
“Freemiums”: Items offered for free to attract your prospect’s
attention. Jewelry is a high-end purchase, so you want tasteful
freemiums. Everyone loves edible gifts, so consider giving away
chocolate or candy. Use creative direct mail to boost your response rates, such as mailing an invitation on a silver platter or fortune cookies with a customized fortune. - Extra Tip: For out-of-the-box direct mail ideas, check out LumpyMail.com.
- Premiums: Gifts you give only to someone who makes a purchase. This tactic is often used in the cosmetics industry – perfume and makeup are rarely discounted, but manufacturers will throw in a free tote or bonus lip gloss with each purchase. Look for premiums that have a low cost and a high perceived value. Attractive premiums are an engraved pen, a free mini-vacation or a gift certificate to your store.
Thank You Gifts and Referral Bonuses: Given to show appreciation for great customers or for referring a family member or friend. The best thank-you is something genuine and personal:
a handwritten note on your own stationery or a special phone call just
to say “thank you.” Other thoughtful gifts are a bottle of Scotch,
flowers or a food basket. Remember, though, that this is a gesture, not
a kickback. Don’t give anything too expensive – bribing your customers
is incredibly tacky!
Above all, Mael says to focus on the relationship, not the immediate sale. Go the extra mile to distinguish yourself to your clients, and they will stay with you for life.
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