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Manager's To Do

Marketing Strategies for Mother’s Day and More Manager’s To-Do Tips for March

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Mar. 5-10

SECURITY According to JSA data, March is the most common month for robberies. No one wants to think about the unpleasant, but prepare a plan of action so all employees know the drill in the face of a robbery attempt.

OPERATIONS One small adjustment can make a huge difference, says Denise Oros of Linnea Jewelers (La Grange, IL): “Each year we try to incorporate a simple change in every department on how to improve our services. Whether it is customer service, advertising partnering, or just marshaling in a new technology, adding one brilliant little change into an existing category can create massive new sales opportunities.” 

MARKETING Send a St. Patrick’s Day promotional e-mail. Invite customers to ferret out that “wee pot of gold” in the bottom of their jewelry case and exchange it.

Mar. 12-17

MENTAL HEALTH Cultivate happiness: Good feelings boost your immune system and reduce stress. Start by getting your March Madness store pool ready: The NCAA basketball tournament starts this weekend.

STRATEGY Set times to meet with your advisers — your lawyer, accountant, banker, consultants, and especially if you haven’t done it yet, your tax pro. Review the state of the company and how it’s positioned to benefit from the economy’s current strength and take advantage of your changing tax obligations.

INVENTORY Spring is on the way. Prepare a special page on your website of pearl designs. At this time of year, customers are looking for pieces to welcome in the spring and summer.

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Mar. 19-24

MARKETING When advertising this Mother’s Day (May 13), target guys with your promotional messages. An NRF survey showed men spent 30 percent more on their mothers than women did. Oddly, on Father’s Day (June 17), these statistics reverse and the women outspend the men.

OPERATIONS Create an employee suggestion box but add a twist — they have just 30 days to suggest ideas to make your business and their working lives better.

MENTAL HEALTH March is a good month to catch your breath. You’ve been working non-stop since the holidays. Try to grab a long weekend to recharge.

Mar. 26-31

MARKETING Looking for a business to partner with? Consider your local area’s popular nail salon. Nowhere is there such a focus on people’s fingers. Leave $50 gift certificates that the manicurist can give to any customers who raised the issue of what kind of diamonds or rings they’d like to own.

TECHNOLOGY Do you provide free wi-fi in your kids room or Dad’s Den? If your network isn’t already called “Springvilles-jeweler” or some such, it OUGHT to be.

DISPLAY April is the No. 1 men’s wedding-band month of the year. Make a statement by redisplaying and expanding your wedding band assortment.

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Over the years, INSTORE has won 76 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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New York Jeweler Picks Wilkerson for Their GOB Sale

Jan Rose of Rose Jewelers, located in Long Island's famous Hamptons beach district, explains how she chose Wilkerson for her closing sale. Jan's suggestions: reach out to jewelers who have been in similar situations to find out what worked for them, and look for a company with experience in going-out-of-business sales. Once you've done that, the final step is to move ahead and trust the process.

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Manager's To Do

Valentine’s Day Planning, Financial Tricks and More Manager’s To-Do Actions for February

Inscribe these tips on your calendar to make this month more productive.

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Feb. 4-9

MARKETING If you’ve been dispensing the same proposal advice for the last 20 years, it’s time for an update. Check out the AGS’s Perfect Proposal Toolkit (https://americangemsocietyblog.org/category/proposal/) , which provides tips for romantic, funny, adventurous, “2.0” and simple proposals, as well as ideas to ensure you get in on some of the selfie action.

PERSONAL If you want your business to stay healthy, you’ve got to keep yourself healthy, first. Says Ellen Hertz of Max’s (St. Louis Park, MN): “I block out certain days and times on my calendar to support my workout schedule. If I put it on my calendar, I’m more likely to make it happen.”

MERCHANDISING Draft your kids, your staff’s kids, anyone’s kids to create some Valentine’s Day cards on simple card stock. Put them in the showcases with a small sign identifying each young artist. “While you are at it, have them make a few tent cards with product info on your best V-day gift ideas,” says display expert Larry Johnson.

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E-MARKETING Send out two slightly different e-mail blasts to your database, distinguished by gender. The message for men: we will solve your V-Day headache. Check out our “can’t miss” gift ideas. For women: share the love with friends.

Feb. 11-16

TRAINING Reinforce the need for sales presentations to highlight the emotional aspects of jewelry buying. Valentine’s Day is a straight emotional play.

E-MARKETING Resend e-mails to all those customers who opened last week’s V-Day blast. They’re interested.

STAFF Share the love on Thursday morning. Buy chocolates for your employees this Valentine’s Day. Inscribe the card, “Love your work!”

Feb. 18-23

DISPLAY Write a “designer profile” for each designer you carry. Put on “cue cards” left near the appropriate line of merchandise.

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MANAGEMENT Ask staff to write out their answer to this question: “Why do you get up in the morning and why should our customers care?” You may just find a new mission statement in those answers.

Feb. 25-Mar. 2

FINANCES There’s no one correct way to arrange the information on a profit-and-loss statement. If you have trouble easily understanding yours, ask your accountant to arrange the information so you can tell instantly what went right (or wrong) in the previous month.

FINANCES Check with your bank to see if they offer payroll assistance. Many banks now provide a service that allows you to log onto their website and enter your workers’ hours. The bank then makes a direct deposit into employees’ checking account as well as paying your federal and state withholding taxes.

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Calendar

Single Tasking Day, Red Carpet Season and More Big Dates for February

The essential jeweler’s calendar for the month starts here.

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4 With more than two billion users, you need to be sure you’ve fully explored the potential of Facebook. On the 15th Anniversary of Facebook’s Launch by Mark Zuckerberg and three friends, adopt the company’s motto, “Move Fast and Break Things,” and commit to shaking things up with your social media marketing. Test some sponsored posts. Get absurdly specific with your targeting. Try a contest. Try more video. Follow INSTORE’s Facebook page at facebook.com/instoremag.

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story
Gene the Jeweler

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story

Video: Take Advantage of These Tools to Improve Your Digital Marketing
Jim Ackerman

Video: Take Advantage of These Tools to Improve Your Digital Marketing

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ
Gene the Jeweler

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ

10 Red-carpet season rolls on with The Grammys today and The Academy Awards on Feb. 25. Slip into fashion-maven mode and get your customers excited about jewelry’s cutting-edge trends with tweets, snaps, posts and blogs.

14 Love with a touch of panic is one way to look at Valentine’s Day. And not just for the guys. If you need ideas, go to instoremag.com and test out our archive search.

22 On Single Tasking Day, let your brain do what it’s been designed so beautifully to handle — focus on one thing at a time: one conversation, one meal, one task, one baseball game.

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Manager's To Do

Start Your Year Right with These Manager’s To-Do Tips for January

Establish new things for your business this new year!

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Dec. 31-Jan. 6

SALEs Embrace the new way of selling, says David Cornell of Cornell’s Jewelers (Rochester, NY). “We have to abandon the old-school models of the four Cs and the buzzwords that our industry has used for a long time and learn to ask open-ended questions. It’s important to get an understanding of what the customer wants by just sitting down and talking with them, building rapport.”

OPERATIONS Start a new routine: A weekly email to all employees to keep everyone in the loop on what is happening in the store, within the industry, and being motivated.

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story
Gene the Jeweler

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story

Video: Take Advantage of These Tools to Improve Your Digital Marketing
Jim Ackerman

Video: Take Advantage of These Tools to Improve Your Digital Marketing

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ
Gene the Jeweler

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ

Jan. 7-13

STRATEGY Take a moment to go into your calendar and block off several hour-long chunks of time each week through Mar. 31. Use this time to work on strategy, reading, mentoring members of your staff, or following up on long-term opportunities that often get pushed off in the hustle of a typical day.

SHOP Raise your repair prices to reflect changing metals prices, inflation, and the money you’ve probably been leaving on the table. No one will complain. Trust us.

Jan. 14-20

SALES Give thought to a spiff plan for the year. If you’re a small company, consider useful or important gifts to motivate employee behaviors. Sales trainer Harry Friedman said he once bought a set of tires for an employee who needed them.

STAFF Calculate the dollar value of every customer (it should be the average purchase in your store per year x 20 years). The result should be a heckuva lot of money — and make it clear how important clienteling is, says sales trainer Shane Decker. Post it for all your employees to see.

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MARKETING Set reminders in your marketing calendar. Plan to send a bouquet of flowers on the birthday or anniversary of every woman who has spent over $2,000 with you in the last two years.

Jan. 21-27

FINANCES Set a date to meet with your accountant to go over your balance sheet and your financial goals for the upcoming year. While you’ve got your books out, create a monthly cash-flow projection for the coming year.

TRAINING Valentine’s Day is on the way. Schedule a series of training sessions for your staff on selling bridal and diamonds.

Jan. 28-Feb. 2

CRM Are you a small company that has thousands of contacts in your database but virtually no contact with these people for months or years? This year, plan one communication, at a minimum, every six months — one note, one postcard, one phone call — and contacts will feel they have a relationship with you.

MARKETING In the social media age, you need a selfie booth, a mural wall or backdrop to support “Instagrammable” ring selfies.

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