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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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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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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

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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