Best of The Best Store’s Social Media Push Helps Stray Animals Elizabeth Diamond Company explores the power of animal magnetism. Published 5 years ago on May 17, 2016 By Eileen McClelland Instore June 2016 Issue Share Tweet ELIZABETH DIAMOND COMPANY OF Dayton, OH, worked with the Society for the Improvement and Conditions of Stray Animals on a cross-promotional campaign that digital media manager Mike Holland describes as “social gold.” THE IDEA Four-Legged Photo Shoot When store owner Sonny Singhvi became a sponsor of the rescue group’s fundraiser, the “Lift Your Leg 10K, 5K and Walk for Strays,” he added value by hosting a photo shoot in the store of adoptable animals modeling fine jewelry. The collaboration was a natural fit. Singhvi’s German shepherd, Daisy, is a mascot for the dog-friendly store, with her own Twitter page. Included in the store’s sponsorship was a $3,000 jewelry gift certificate. The store sold hundreds of dollars’ worth of raffle tickets the day of the photo shoot. THE EXECUTION Entertain The Models Dogs and cats found themselves draped in diamonds and pearls. Julie Reynolds Photography, which specializes in pet portraits, donated time and photos. Before the event, staff found out which animals would be modeling, identified pieces that would fit and photograph well, and began scouting in-store locations. Guests were invited to watch the photo shoot and meet the models. “The puppies had the run of the showroom,” says Julie Crusenberry of SICSA. Singhvi entertained the most rambunctious canine with a game of fetch right in the store. THE REWARDS Advertisement So Many Animal Lovers The event was cross-promoted on Facebook; friends of both EDC and SICSA shared the photos on their social media pages. “I am amazed how many people are animal lovers,” Singhvi says. “Every one of the pets that came into the store got placed in homes.” The images drove business, too, based on feedback from client Melissa Spirek, a supporter of SICSA who has two rescue dogs of her own — Hank and Sully. “Beautiful models mean nothing to me in terms of jewelry but the dog wearing the necklace, I could not get it out of my head,” she says. Spirek sent the photo to her husband, who bought the necklace for her birthday. The social media campaign required expertise to get the message out. Even though EDC has 30,000 likes on Facebook, Holland says the campaign would have gone nowhere without targeting posts to animal lovers who are also interested in charity events. Instagram was a natural fit. “Instagram is very fun for people like me because there’s not an effort to have to pay and strategize as much,” Holland says. “These photos were social gold. It was hard to resist.” Do It Yourself: Promote Your Pet Causes Find a cause that resonates with you and then think of creative ways to personalize a charitable sponsorship. If you’re inviting animals into the store, make sure you have enough staff on hand to help, and, when necessary, channel their energy. If you’d like to cultivate a pet-friendly ambience, keep some dog treats around and offer canine guests fresh water. Plan your social media strategy and set a budget. Don’t just throw money at it. If you’re spending on social media, it’s important to target your message to people with common interests. Find a consultant or hire someone who keeps up with the changing social media landscape. Related Topics: Best of the Bestjewelry stores in Ohio click to Comment(Comment) Up Next 60-Minute Sale Creates Gold Rush for Illinois Jeweler Don't Miss Where Everybody Knows Their Name Eileen McClelland Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them. Continue Reading Advertisement SPONSORED VIDEO Wilkerson Testimonials Retirement Made Easy with Wilkerson The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.” You may like These Jewelry Retailers Grab Shoppers’ Interest with Inventive Displays Ohio Jewelry Store Owner Grows Up With Her Customers Past America’s Coolest Honorees: Where Are They Now? [Updated With New Stores] Promoted Headlines Digital Warrior: A Conversation with GemFind’s Alex Fetanat GemFind A Sales Meeting Platform for The 21st Century The Plumb Club With Average Retails of $250, This Is One Brand You Won’t Want to Miss! 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