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Best of the Best: Doing Your Own Infomercial

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[h3]Windsor Jewelers; Augusta Georgia[/h3]

Best of the Best Logo[dropcap cap=D]onnie Thompson, owner of Windsor Jewelers in Augusta, Georgia, was attending a seminar in New York when what he calls “the little idea light in my head” went off. His inspiration? A conversation with seminar visitors at his table who happened to be employees of QVC, HSN and Value Vision.[/dropcap]

[componentheading]THE IDEA[/componentheading]

Thompson headed back to Augusta with one thought in mind. If the home shopping programs have been successful in educating, communicating, presenting and selling jewelry to consumers, why couldn’t Windsor Jewelers create their own home shopping experience?

[componentheading]THE EXECUTION[/componentheading]

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Don MacNeil, head of Windsor’s marketing team and an experienced media hand, met with cable companies and created an infomercial format that has significantly expanded the company’s market reach in a cost-effective manner. The show runs for 30 minutes and new shows are taped on a bi-monthly basis and air seven days a week in the Augusta and Columbia market.

Best of the Best: Doing Your Own Infomercial

[componentheading]THE REWARDS[/componentheading]

“After reviewing the air-time costs of cable TV in our market, we found the rates surprisingly workable and response and sales from prospects and customers via the show have been exceptional,” says MacNeil.  

The Windsor Info-merical Show includes the store’s own salespeople and creates the perfect atmosphere for informing customers about the store’s brands and telling them about the backgrounds and manufacturing techniques of many of their chosen designers and watch brands. The store carries over 60 brands and has an inventory of more than 50,000 jewelry items. 

What’s next? Says Thompson: “We can learn a lot from these companies who have shown us that professional presentation and romantic explanation are invaluable to selling jewelry. What’s more, you never know when and where the next big idea will come from, but being open to trying something new is indeed key.”

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[span class=note]This story is from the May 2003 edition of INSTORE[/span]

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Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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Best of The Best

Best of the Best: Doing Your Own Infomercial

Published

on

 

[h3]Windsor Jewelers; Augusta Georgia[/h3]

Best of the Best Logo[dropcap cap=D]onnie Thompson, owner of Windsor Jewelers in Augusta, Georgia, was attending a seminar in New York when what he calls “the little idea light in my head” went off. His inspiration? A conversation with seminar visitors at his table who happened to be employees of QVC, HSN and Value Vision.[/dropcap]

[componentheading]THE IDEA[/componentheading]

Thompson headed back to Augusta with one thought in mind. If the home shopping programs have been successful in educating, communicating, presenting and selling jewelry to consumers, why couldn’t Windsor Jewelers create their own home shopping experience?

Advertisement

[componentheading]THE EXECUTION[/componentheading]

Don MacNeil, head of Windsor’s marketing team and an experienced media hand, met with cable companies and created an infomercial format that has significantly expanded the company’s market reach in a cost-effective manner. The show runs for 30 minutes and new shows are taped on a bi-monthly basis and air seven days a week in the Augusta and Columbia market.

Best of the Best: Doing Your Own Infomercial

[componentheading]THE REWARDS[/componentheading]

“After reviewing the air-time costs of cable TV in our market, we found the rates surprisingly workable and response and sales from prospects and customers via the show have been exceptional,” says MacNeil.  

The Windsor Info-merical Show includes the store’s own salespeople and creates the perfect atmosphere for informing customers about the store’s brands and telling them about the backgrounds and manufacturing techniques of many of their chosen designers and watch brands. The store carries over 60 brands and has an inventory of more than 50,000 jewelry items. 

Advertisement

What’s next? Says Thompson: “We can learn a lot from these companies who have shown us that professional presentation and romantic explanation are invaluable to selling jewelry. What’s more, you never know when and where the next big idea will come from, but being open to trying something new is indeed key.”

[span class=note]This story is from the May 2003 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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