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Facebook Could Give You a Holiday Sales Boost … If You Do It Right

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(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: taking a crash course in social media advertising.)


Facebook Could Give You a Holiday Sales Boost … If You Do It Right

Investing a couple of hours in truly understanding how social media advertising works could save you time and money.

Morgan Nicki Saatchi of SVS Fine Jewelry in Oceanside, NY, admits that Facebook advertising was “Greek to her” until she spent a couple of weeks listening to experts presenting webinars on the topic. Now, Facebook has replaced traditional media as the company’s advertising of choice.

“We target ads to an age demographic who have an interest in the particular product or event,” Saatchi says. The store has about 20,000 followers, and online sales are up to 15 percent of total sales.
Online purchase price points are generally less than $1,000.

Using bitly has helped Saatchi track online sales that come via Facebook ads. The website provides detailed analytics that show where the traffic and the purchase came from.

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For more on making social media work for you, check out our recent stories on the most engaging types of content best time to post.

 

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Thinking of Liquidating? Wilkerson’s Got You Covered

Bil Holehan, the manager of Julianna’s Fine Jewelry in Corte Madera, Calif., decided to go on to the next chapter of his life when the store’s owner and namesake told him she was set to retire. Before they left, Holehan says they decided to liquidate some of the store’s aging inventory. They chose Wilkerson for the sale. Why? “Friends had done their sales with Wilkerson and they were very satisfied,” says Holehan. He’d enthusiastically recommend Wilkerson to anyone looking to stage a liquidation or going-out-of-business sale. “There were no surprises,” he says. “They were very professional in their assessment of our store, what we could expect from the sale and they were very detailed in their projections. They were pretty much on the money.”

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