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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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SPONSORED VIDEO

Gene the Jeweler

It Was Hawaii Day at Gene the Jeweler’s Store … Or Was It?

In this episode of Jimmy DeGroot’s satirical Gene the Jeweler series, Gene learns that it was Hawaii Day at his store. At least that’s what his employee, Jeremy, says. But Jeremy’s answers aren’t quite adding up. It’s hard to say what this “Hawaii Day” was really all about.

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Halfway Point of The Year, America’s Birthday and More Important July Dates

And mark Seinfeld’s cultural anniversary with an event “about nothing really.”

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5 If your customers are “thirty-something singles with vague identities, no roots, and conscious indifference to morals,” then they’d probably respond to a Seinfeld night to mark THE 30TH ANNIVERSARY OF THE PREMIERE of the groundbreaking TV show. Just tell them it’s basically an event about nothing — a few beers, peruse the cases and wonder if George should have bought a Superfit ring.

2 At noon today, THE MIDPOINT OF THE YEAR, the first half of 2019 will give way to the important business end. Get out your notes from your January planning meetings and see what adjustments, if any, need to be made to your business plan.

4 On AMERICA’S BIRTHDAY, put together a collection of independent American jewelry designers using American gemstones.

24 It took 63 years for Father’s Day to go from whimsical thought to presidential declaration. Who is to say COUSIN’S DAY won’t make the big time as well? Start promoting.

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National Selfie Day, Audio Book Appreciation Day and More June Dates to Mark

Happy Birthday to You: The world’s most sung song turns 160.

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21 What was once considered a petty self-indulgence is now viewed as a powerful marketing tool. Ahead of NATIONAL SELFIE DAY, draw up a strategy to get your customers to take more photos of themselves showing off their new jewelry or of themselves in front of any background featuring your business name. The ultimate goal is to get them to post the images on their social media pages.

1 During AUDIOBOOK APPRECIATION MONTH, do a Google search for “bestselling business audiobooks” and catch up on some of the great management advice that’s been published in the last few years.

19 The WORLD’S UGLIEST DOG CONTEST is held today. Hold a similar competition. Ask your staff to vote for what they believe is the most aesthetically challenged piece of jewelry in the store. Offer a spiff to whomever can sell it by the end of the summer Dog Days (Aug. 20).

27 “HAPPY BIRTHDAY TO YOU” turns 160. Offer to send a singing telegram to anyone who buys a gift for a loved one who shares a birthday with the world’s most sung song.

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Manager's To Do

An Action Plan for Vegas, Father’s Day Prep, A Risk Review and More Manager’s To-Do Actions for June

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

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JUN. 2-8

BUYING If you’re in Vegas for the JCK shows (May 31-June 3), make this year’s buying expedition a cooperative effort with the rest of the staff back in the store. Prime your smart phone, digital camera and laptop so that you can feed as much information back to your employees and get their feedback on what you find. Maybe even set up a Twitter feed to show them how hard you’re working.

MARKETING Ramp up your blogging this week. Comment on what’s new in Las Vegas and what has people buzzing. You don’t actually have to be at the show to do this — just offer your opinions based on the trade press reports (if you need inspiration, check instoremag.com each morning).

Podcast: Doug Meadows Shares the Ups and Downs of His Life as a Jeweler
JimmyCast

Podcast: Doug Meadows Shares the Ups and Downs of His Life as a Jeweler

Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive
Over the Counter

Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive

Podcast: Doug Hucker Discusses His Colorful Life on ‘The Barb Wire’
The Barb Wire

Podcast: Doug Hucker Discusses His Colorful Life on ‘The Barb Wire’

JUN. 9-15

SALES MEETING Go through your plans for the run-up to Father’s Day. Get your staff to think beyond the traditional, especially if it’s a younger dad — fashion jewelry is growing with this set. Be ready to suggest gift cards as well; men can be a picky bunch when it comes to what they may receive from a jewelry store.

PERSONAL Shake up your routine. With pen and paper, write a thank-you note to someone who’s influenced you in your career. Don’t forget to mail it.

MANAGEMENT Creating a risk management plan involves more than getting affordable rates for insurance premiums. In the long run, avoiding potential claims is the single biggest step you can take to keep your risks (and costs) down. The Small Business Administration (sba.gov) makes available a helpful guide to minimize risk.

JUN. 16-22

FURNISHINGS Need any new office furniture? Now is the time to pick some up; showrooms are making room for new lines that come out in August.

STORE Update your in-store video loop. For a change, forget the promotional videos and run something that’s got nothing to do with selling at all — Finding Dory, maybe, or some surfing clips.

OPERATIONS What’s your pre-opening drill? If it’s “All hands on deck!” you may want to try something more systematic. Many retailers use a 10-point checklist to make sure that all the important things are taken care of before they open the doors.

JUN. 23-29

MANAGEMENT We’ve recommended it dozens of times and we’re sure you haven’t done it: sign up for Toastmasters. (Find a club near you at toastmasters.org). In no time, you’ll be welcoming invitations to talk publicly.

LEGAL Brush up on your compliance. Check the Federal Trade Commission’s guides on disclosure. Go to ftc.gov and enter “jewelry guides” in the search box.

MERCHANDISING Gather with your staff to inspect your show finds and go through what you ordered during the recent buying season. Develop a product launch plan and schedule training to ensure the successful sell-through.

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