Do you do anything specific to drive word of mouth?

Yes: 54%

  • We encourage young customers to like us on Facebook, give us a review. Older folks to take an extra business card to pass around. — Rosanne Kroen, Rosanne’s Diamonds & Gold, South Bend, IN
  • Ask. Simply ask our customers to talk about us. Works very well if you’re genuine. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • We offer gift certificates to the person that is referring and then when the new client makes a purchase, they also get $100 off of their first piece. — Alisha Moore, Toner Jewelers, Overland Park, KS
  • Tell my customer I’ll give them 10 percent off a repair or purchase if someone new mentions them. — Todd Tinder, Tinder’s Jewelry, Bowling Green, VA
  • We have a strong referral program. If you refer a friend who buys an engagement ring, you get a free wedding band. If they buy something less, you get a free bracelet. — Dianna Rae High, Dianna Rae Jewelry, Lafayette, LA
  • We hold monthly customer appreciation events and invite everyone. It is a great way to cultivate talk and make friends in the neighborhood. — Theresa Namie, Stephen Vincent Design, Minneapolis, MN
  • We do a lot of print advertising, which seems to get people talking. Print works! We stopped our Facebook page, even though we had over 50,000 followers. We also stopped Twitter, Pinterest, Instagram — it all seemed like a waste of time and effort! — Idar Bergseth, Idar, Victoria, BC
  • Lots of personalized follow-up drives referrals. — Mark Snyder, Snyder Jewelers, Weymouth, MA
  • We started with Podium, a company that integrates online reviews with our Edge POS system; we also do clienteling and send gifts to customers to hopefully drive word of mouth. — Kriss Roethlisberger, Ace of Diamonds, Mt. Pleasant, MI
  • We joined a local Facebook page called Word of Mouth. It has been responsible for bringing folks in when they ask for a reputable jeweler for repairs etc. — Donnie Blanton, Brittany’s Fine Jewelry, Gainesville, FL
  • Bring A Friend campaigns. My preferred customers get a discount, extra if they bring a friend, and the friend gets the discount as well. I do it maybe once a year or so. Usually brings in half a dozen new customers, and a few that-day-only extra sales (friends that don’t end up coming back regularly). — Janne Etz, Contemporary Concepts, Cocoa, FL
  • For nearly 50 years we have had a diamond club. The members chat about the club benefits and that drives others to join. — Eileen Eichhorn, Eichhorn Jewelry, Decatur, IN
  • Often do a quick fix and ask for nothing in return but a good review and spreading the word about us etc. It’s interactive and organic and has brought us some amazing clients and jobs. — Ryan “Jr” Karp, Cornerstone Jewelry, Palos Park, IL
  • We always show something special to customers who visit the store. This week it’s a one-carat solitaire to everyone who visits. Most have never held one, much less owned one, although they have seen and heard about them. — J. Dennis Petimezas, Watchmaker’s Diamonds & Jewelry, Johnstown, PA
  • Be involved in the community. Chamber events, volunteer work, special events in the store advertised on social media. — Kim Hatchell, Galloway & Moseley, Sumter, SC
  • We support most every philanthropical event in the area — from grade school carnivals to post proms to Tom fighting cancer, we donate to nearly everything! — Gary Youngberg, Ames Silversmithing, Ames, IA

No: 46%

  • Wouldn’t know what to do to drive word of mouth other than what we already do every day. — James Sickinger, Sickinger’s Jewelry, Lowell, IN
  • We just work our hardest to please all customers big or small. If they are happy they will spread the word. — Amanda Lanteigne, Gold-n-Memories Ltd, Steinbach, MB
  • If you treat people well and do good work, they will do the bragging for you... no need to push the matter. — Jennifer Farnes, Revolution Jewelry Works, Colorado Spring, CO

This article originally appeared in the November 2017 edition of INSTORE.

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