Use Marketing Ideas from America’s Best Jewelers

The next wave of holidays (including Easter, Mother’s Day, Father’s Day) and milestone events (like graduations) will be here before you know it, so it’s important to keep your marketing in front of existing and potential customers.
During a panel session on marketing during National Jeweler’s America’s Best Jewelers (ABJ) Retail Benchmarking Symposium, jewelers shared ideas on getting customers into their stores and buying.

Try these successful marketing ideas from ABJ panelists:

• Get Creative With Gift Cards: Instead of sending out a standard discount offer to their best customers, retailers noted greater return on investment when they got creative. One told how a laminated gift card offer was more professional and easier for customers to carry in their wallet. Another jeweler created a fake $100 bill with the image of the store’s founder on it: “cash” that could only be spent in their store.

• Use New Media to Connect With Customers: New media – as in emails and websites -- not only can decrease your marketing costs, but for younger consumers, it’s what they live and breathe. One panelist suggested including a line asking for email addresses on all of your communications.
• Brand Yourself: Don’t forget that at the end of the day you need to keep your brand and what it stands for -- things like longevity, integrity, professionalism -- front-and-center.
• Work For and Thank Referrals: Word of mouth is still one of the best ways to generate sales. When a referral brings you a sale, thank them with flowers. If it’s a big sale, perhaps a gift certificate to a local restaurant.

Take The Tip:

• For more marketing ideas from successful jewelers, join the ABJ social-networking program at www.abjnetwork.com.

• For more great “Tips” on marketing, click here to browse Jewelers of America’s “Tips to Thrive” Marketing archives.

Comments

[Marc]

New media is an excellent one. Take today, for instance. Cyber Monday; one of the biggest online shopping days of the year. Its not too late for people to start trying out this particular method; the day is young!