Connect with us

Jones Bros. Jewelers

Published

on

PEORIA, IL

Jones Bros. Jewelers

[dropcap cap=D]espite three years of double-digit growth following a move to a new location and the adoption of a bridal-focused format, Bob Woolsey and his mother, Betty Schlacter, weren’t satisfied. Their marketing just wasn’t keeping pace with the other changes at Jones Bros. Jewelers in Peoria, IL. “We felt we were butting up against a lid and that we needed to try something fresh and dynamic,” Schlacter says of their decision to seek new marketing help. [/dropcap]

DOUBLED BUDGET: The pair turned to Freshley Media Inc., which recommended they double their ad budget as part of a gambit to become the predominant jewelry presence on local radio. The onset of the recession made the decision risky but also meant they could buy cheap radio time.

SIX STATIONS: In March 2009 they rolled out their new campaign across six radio stations with Bob as the friendly, inviting and “believable” voice of the store.

SMART CASUAL: Inside the store, the idea that Jones Bros. is a fun, relaxed environment “where the customer is allowed to make the decision” is underscored by the casually dressed staff (Hawaiian shirts in summer, smart casual in winter but no ties or suits). Freshley also worked with the mother-and-son team to bring the same “good time” ethos to their monthly events (mostly bridal), to drive more traffic to the store.

Advertisement

SALES SURGE: The results were impressive. Sales surged 26 percent in 2009 to over $4 million; December sales alone were up 48 percent year on year. And this in the depths of the recession. “To be sure the annual gain was helped by an exploding gold business, but that was also part of the media strategy. Gold and bridal were the perfect one-two punch,” says Bruce Freshley.

MARKET DOMINANCE: “If you dominate your market, if you control the last mile, you will grow your business …. In most markets, radio is still the most cost-effective way to reach the most active consumers, especially young adults,” Freshley says. “Every jeweler in your town has a website, but only one jeweler can be the dominant radio advertiser.”

[span class=note]This story is from the September 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Celebrate Your Retirement with Wilkerson

For nearly three decades, Suzanne and Tom Arnold ran a successful business at Facets Fine Jewelry in Arlington, Va. But the time came when the Arnolds wanted to do some of the things you put off while you’ve got a business to run. “We decided it was time to retire,” says Suzanne, who claims the couple knew how to open a store, how to run a store but “didn’t know how to close a store.” So, they hired Wilkerson to do it for them. When she called, Suzanne says Wilkerson offered every option for the sale she could have hoped for. Better still, “the sale exceeded our financial goals like crazy,” she says. And customers came, not only to take advantage of the going-out-of-business buys and mark-downs, but to wish a bon voyage to the beloved proprietors of a neighborhood institution. “People were celebrating our retirement, and that was so special,” says says.

Promoted Headlines

Most Popular

Fast Risers

Jones Bros. Jewelers

Published

on

PEORIA, IL

Jones Bros. Jewelers

[dropcap cap=D]espite three years of double-digit growth following a move to a new location and the adoption of a bridal-focused format, Bob Woolsey and his mother, Betty Schlacter, weren’t satisfied. Their marketing just wasn’t keeping pace with the other changes at Jones Bros. Jewelers in Peoria, IL. “We felt we were butting up against a lid and that we needed to try something fresh and dynamic,” Schlacter says of their decision to seek new marketing help. [/dropcap]

DOUBLED BUDGET: The pair turned to Freshley Media Inc., which recommended they double their ad budget as part of a gambit to become the predominant jewelry presence on local radio. The onset of the recession made the decision risky but also meant they could buy cheap radio time.

SIX STATIONS: In March 2009 they rolled out their new campaign across six radio stations with Bob as the friendly, inviting and “believable” voice of the store.

Advertisement

SMART CASUAL: Inside the store, the idea that Jones Bros. is a fun, relaxed environment “where the customer is allowed to make the decision” is underscored by the casually dressed staff (Hawaiian shirts in summer, smart casual in winter but no ties or suits). Freshley also worked with the mother-and-son team to bring the same “good time” ethos to their monthly events (mostly bridal), to drive more traffic to the store.

SALES SURGE: The results were impressive. Sales surged 26 percent in 2009 to over $4 million; December sales alone were up 48 percent year on year. And this in the depths of the recession. “To be sure the annual gain was helped by an exploding gold business, but that was also part of the media strategy. Gold and bridal were the perfect one-two punch,” says Bruce Freshley.

MARKET DOMINANCE: “If you dominate your market, if you control the last mile, you will grow your business …. In most markets, radio is still the most cost-effective way to reach the most active consumers, especially young adults,” Freshley says. “Every jeweler in your town has a website, but only one jeweler can be the dominant radio advertiser.”

[span class=note]This story is from the September 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Celebrate Your Retirement with Wilkerson

For nearly three decades, Suzanne and Tom Arnold ran a successful business at Facets Fine Jewelry in Arlington, Va. But the time came when the Arnolds wanted to do some of the things you put off while you’ve got a business to run. “We decided it was time to retire,” says Suzanne, who claims the couple knew how to open a store, how to run a store but “didn’t know how to close a store.” So, they hired Wilkerson to do it for them. When she called, Suzanne says Wilkerson offered every option for the sale she could have hoped for. Better still, “the sale exceeded our financial goals like crazy,” she says. And customers came, not only to take advantage of the going-out-of-business buys and mark-downs, but to wish a bon voyage to the beloved proprietors of a neighborhood institution. “People were celebrating our retirement, and that was so special,” says says.

Promoted Headlines

Most Popular