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

Published

7 years ago

November 7, 2016

INSTORE Staff Instore November 2016 Issue

(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.

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.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”