Benchmarks: LETTERS FROM SANTA

Published in the September 2014 issue

Direct mail is a great holiday marketing tool, as it lets you reach out specifically to your biggest and best customers, hitting them with invitations to swanky Christmas parties, wish lists to be filled out and returned, and discounts or gift cards for that perfect present. (You can also track it more easily than other advertising media, by instructing recipients to bring in the mailing to receive whatever the special offer is.) At the same time, we’re on the verge of the postal service’s busiest season of the year, so whatever you send needs to get noticed. And the examples we’ve collected here are harder to miss than Rudolph’s nose or, say, a bright star shining over a manger. — JOSH WIMMER

So Fresh, So Clean

Shetler Wade Jewelers, San Antonio, TX // This snappy postcard alerts customers to a neat idea: a post-holiday “3-Day Detox Customer Appreciation Sale,” scheduled for the end of January, when things have settled down and it’s time to go through your inventory and get rid of some dogs. The layout is appropriately clean, signaling a new start to the year and nice deals for shoppers.

No Frills, No Nonsense

Schmitt Jewelers, Phoenix, AZ // As Schmitt Jewelers reminds us, your holiday invite doesn’t have to shout “HOLIDAYS!” — it just has to snag the attention of your would-be customer. The strong, solid colors of the invitations for the store’s December “Shop Like a Man” promotion promised beer, food, and a straightforward gift-buying experience for red-blooded American guys.

Three Times the Fun

GUNDERSON’S JEWELERS, IA, NE AND SD // This Christmas party invitation is strikingly gorgeous, stands out by not relying on a typical holiday palette, showcases some beautiful jewelry, and serves as three invites in one, for soirees at Gunderson’s locations in three different states. Plus, it conveys a ton of information, including the designers who will be present at the events, in a markedly clear fashion.

Two Eyes Not Made Out of Coal

Wixon Jewelers, Bloomington, MN // With its strong, contrasting colors and clever mix of snowman imagery and jewelry, this postcard from Wixon is tough to ignore and easy to smile at. The reverse has simple messages pertinent to holiday shoppers: Extended hours, front-door parking (important during the Minnesota winter) and gift-wrapping.

A Good Bet

Brinker’s Jewelers, Evansville, IN // Brinker’s is no stranger to the Benchmarks page, and for good reason. Their marketing materials consistently set a stylish, sophisticated, but approachable tone. This men’s night invitation promises a good time for the recipient. The invites each came enclosed with a guest pass, and the aesthetic here and alluring casino vibe suggest an event most gentlemen would be proud to bring a friend to.
 
SPONSORED VIDEO: HOLOJEM

It’s a New Age for the Jewelry Shopping Experience

There’s a new way for you and your customers to view custom designs before they’re created: Introducing the Holojem™ platform from Jewelers Mutual Group. This immersive new augmented reality platform turns ideas into viewable jewelry simply and effectively. There’s simply nothing else like it on the market today. Learn more about bringing your creativity to life with innovative technology. Learn More ➡

Promoted Headlines

×
×

INSTORE Magazine on Facebook