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Best of the Best: Raffery Fine Jewelry’s Puzzling Promotion

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[dropcap cap=A] jigsaw puzzle set the pattern for Christensen & Rafferty Fine Jewelry’s holiday marketing campaign in 2008 and 2009. The San Mateo, CA, store’s concept incorporated the best of both marketing tools: traditional means (like direct mail and phone calls) plus newer viral ones (like YouTube and Facebook). —  LORRAINE DEPASQUE[/dropcap]

[componentheading]THE IDEA [/componentheading]

[contentheading]Piece Prizes[/contentheading]

Instead of the usual holiday catalog, in 2008, Colleen Rafferty and Diane Christensen introduced the Holiday Puzzle Shopping Spree. Here’s how it worked: They mailed a puzzle piece to their customers and invited them to visit the store to see if the piece they received matched one of three missing from a puzzle set up on an easel. If so, they’d win a piece of jewelry. In 2008, there was only one winning puzzle piece, worth $5,000 toward jewelry. But, in 2009, they offered three winning pieces for three pieces of jewelry, retailing for $3,000, $2,000, and $1,000, making the total giveaway worth $6,000.

Best of the Best: Raffery Fine Jewelry’s Puzzling Promotion

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[componentheading]THE EXECUTION [/componentheading]

[contentheading] In the Mail[/contentheading]

From photos of actual merchandise, they have two identical 2,800-piece 2-by-2-foot jigsaw puzzles made: One is glued together and set up in the store to promote the contest. The second is broken up, and one piece is put in each mailed invitation. The invitation, mailed during Thanksgiving week, reads: “Does shopping for the holidays have you puzzled? Christensen & Rafferty can offer you the solution.” If, by a few days before Christmas, no one shows up with a winning piece, Christensen & Rafferty holds a drawing, using names of customers who brought in puzzle pieces that didn’t fit.

[componentheading]THE REWARD [/componentheading]

[contentheading]20% Response[/contentheading]

Both years, nearly 20 percent of the customer list visited the shop with their puzzle piece. “We actually had some people going home and rummaging through their recycling bins to look for the puzzle piece — because, when they came into the store, we told them about it and, not realizing what it was, they had thrown it out!”

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Customers often asked if they could try on the jewelry featured in the puzzle — and the necklace was worth almost $400,000. “Something like this is also a great natural lead-in to call our customers for the holidays,” notes Rafferty. “Our sales associates really stepped up.”

[componentheading]DO IT YOURSELF[/componentheading]

• Start thinking about your holiday promotion early, well before fourth quarter.

• Come up with an idea that will get people talking — especially one that gets sales associates building excitement with customers.

• Afterward, share news of the success of your promotion with your customers. Tell them about it through tools like your website, e-mails, Facebook, YouTube, and Twitter.

• Take photos and videos. Photos can be sent to regional publications, while videos can go on your website and social networking sites.

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• Be consistent in informing your customers of deadlines, keeping everything updated: website, Facebook, Twitter, etc.

[span class=note]This story is from the June 2010 edition of INSTORE[/span]

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SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Best of The Best

Best of the Best: Raffery Fine Jewelry’s Puzzling Promotion

Published

on

Best of the Best logo

[dropcap cap=A] jigsaw puzzle set the pattern for Christensen & Rafferty Fine Jewelry’s holiday marketing campaign in 2008 and 2009. The San Mateo, CA, store’s concept incorporated the best of both marketing tools: traditional means (like direct mail and phone calls) plus newer viral ones (like YouTube and Facebook). —  LORRAINE DEPASQUE[/dropcap]

[componentheading]THE IDEA [/componentheading]

[contentheading]Piece Prizes[/contentheading]

Instead of the usual holiday catalog, in 2008, Colleen Rafferty and Diane Christensen introduced the Holiday Puzzle Shopping Spree. Here’s how it worked: They mailed a puzzle piece to their customers and invited them to visit the store to see if the piece they received matched one of three missing from a puzzle set up on an easel. If so, they’d win a piece of jewelry. In 2008, there was only one winning puzzle piece, worth $5,000 toward jewelry. But, in 2009, they offered three winning pieces for three pieces of jewelry, retailing for $3,000, $2,000, and $1,000, making the total giveaway worth $6,000.

Advertisement

Best of the Best: Raffery Fine Jewelry’s Puzzling Promotion

[componentheading]THE EXECUTION [/componentheading]

[contentheading] In the Mail[/contentheading]

From photos of actual merchandise, they have two identical 2,800-piece 2-by-2-foot jigsaw puzzles made: One is glued together and set up in the store to promote the contest. The second is broken up, and one piece is put in each mailed invitation. The invitation, mailed during Thanksgiving week, reads: “Does shopping for the holidays have you puzzled? Christensen & Rafferty can offer you the solution.” If, by a few days before Christmas, no one shows up with a winning piece, Christensen & Rafferty holds a drawing, using names of customers who brought in puzzle pieces that didn’t fit.

[componentheading]THE REWARD [/componentheading]

[contentheading]20% Response[/contentheading]

Advertisement

Both years, nearly 20 percent of the customer list visited the shop with their puzzle piece. “We actually had some people going home and rummaging through their recycling bins to look for the puzzle piece — because, when they came into the store, we told them about it and, not realizing what it was, they had thrown it out!”

Customers often asked if they could try on the jewelry featured in the puzzle — and the necklace was worth almost $400,000. “Something like this is also a great natural lead-in to call our customers for the holidays,” notes Rafferty. “Our sales associates really stepped up.”

[componentheading]DO IT YOURSELF[/componentheading]

• Start thinking about your holiday promotion early, well before fourth quarter.

• Come up with an idea that will get people talking — especially one that gets sales associates building excitement with customers.

• Afterward, share news of the success of your promotion with your customers. Tell them about it through tools like your website, e-mails, Facebook, YouTube, and Twitter.

Advertisement

• Take photos and videos. Photos can be sent to regional publications, while videos can go on your website and social networking sites.

• Be consistent in informing your customers of deadlines, keeping everything updated: website, Facebook, Twitter, etc.

[span class=note]This story is from the June 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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