Manager's To Do

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

Published

5 years ago

February 15, 2018

INSTORE Staff Instore March 2018 Issue

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

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.

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.

Time for More “Me Time”? Time to Call Wilkerson

Rick White, owner of White’s & Co. Jewelry in Rogers, Ark., knew it was time to retire. Since the age of 18, jewelry had been his life. Now it was time to get that “me time” every retailer dreams about. So, he chose Wilkerson to manage his going-out-of-business sale. White says he’d done plenty of sales on his own, but this was different. “Wilkerson has been a very, very good experience. I’ve had the best salespeople in the history of jewelry,” he says. “I recommend Wilkerson because they are really the icon of the jewelry business and going-out-of-business sales. They’ve been doing it for decades. I just think they’re the best.”