Increase Exposure and Sales with Cause Marketing
Jeweler Debbie Fox, co-owner, Fox Fine Jewelry, Ventura, CA, shows how
The news of job layoffs, housing foreclosures and the overall economic downturn dominate the media. But some jewelers have found a way to address those realities in a positive way. Jewelers of America-member store Fox Fine Jewelry in Ventura, CA, has led by example. Over the Valentine’s Day holiday, owner Debbie Fox assembled a group of 46 independent jewelers nationwide -- through Independent Jewelers Organization -- to give away 200 sterling-silver necklaces to people who lost their jobs or homes.
With its cause-related symbolism and generous spirit, Fox notes her Valentine’s Day give-away program did more for her business than all of her prior marketing efforts combined in her ten years as a retailer. The public response Fox Fine Jewelry experienced was not only positive, but overwhelming. Fox and the other retailers who participated reached not only the grateful people who took part in the give away, but people who heard about it during extensive media coverage in TV, radio, print and the Internet.
“I found a new level of appreciation of the rewards of giving, as people shared their stories with me,” she says. “And I found hope, as others were inspired by the simple act of giving away necklaces.”
Take Part in the Program
Now, your store can be part of the excitement Debbie Fox is generating. Fox is assembling a much larger group of nationwide jewelers for a new give-away program, and she’s encouraging all jewelry retailers to be a part of it (see “Take The Tip” below for information on how to get involved).
The new program is called “Share Ring,” in which jewelers will give away sterling-silver pendants with the words “Hope,” “Strength” and “Unity” on them. Participating jewelers will give away two necklaces to each person who lost their job or home, one for them, and one for them to use as a gift. Individuals must bring in their termination or foreclosure notice, and personal identification, in order to claim the necklaces. The publicity for the program encourages the public to buy multiple necklaces as gift purchases; profits from any sales will be donated to charity. Click here for more information on the “Share Ring” program, like product, cost and publicity details.
Fox’s Marketing and Charitable Success.
Fox was struck by the positive media and consumer attention she received. She reveals the biggest benefits to her cause-marketing promotion:
- Media Attention: The press was eager for good news; many of the 46 jewelers got local business or featured front-page coverage.
- Generated Local Excitement: Fox found that her program was being talked about across town, as people individually or in meetings, discussed the economy and what one jeweler did.
A Positive Public Impression Created Loyalty: The news coverage generated an impression in the public’s opinion that is simply not possible through advertising. The jewelers’ received comments like “I’ll only shop with you now,” or “I’ve told everyone what a great thing you’re doing.”
- Attracted Future Customers: With a few exceptions, most necklace recipients were people Fox would want as clients. Many said, “When I have a job again, and I will, I’m coming back to shop at your store.”
- Reconnecting with Community: Jewelers across the country rediscovered the rewards of giving. Many commented, “This feels so good, now I would do it even if I didn’t get publicity.”
- Inspiring Others to Give Back: People and businesses commented that they were inspired to consider how they might give back to the community. And across the nation, the media is reporting on numerous other businesses that have followed suit.
Take The Tip:
- By giving back to their communities as a unified group, jewelers can have a tremendous advantage, Fox says. “With a thousand of us together, giving away a symbolic pendant, we can make a difference. And together we can do, in the press and in the public’s mind, what we cannot do on our own,” Fox says.
- To participate in the “Share Ring” program, visit http://foxfinejewelry.com/b2b/ or contact Fox at Debbie@foxfinejewelry.com.
- More information on the Valentine’s Day program, click here.
Images by Consortium Media Service
Comments