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

Published

8 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.

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”