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The First Dollars You Spend at Christmas Should Be for This

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(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: thanking your best customers.)


The First Dollars You Spend at Christmas Should Be for This

Michael Buley of Jewelry Ads That Work says if you haven’t been advertising consistently throughout the year, diving into new ad channels in November won’t work. At most, double your ad buy and concentrate instead on thanking your loyal customers.

“The first dollars jewelers should spend at Christmas is to allocate a decent amount of money to thank customers who put bread on their table,” he says.

Identify your top five, 50 or 100 customers and find gifts to send to them — a bouquet, coffee gift cards, a bottle of Jack Daniels, cookies, golf balls. Ask yourself: what can we do to make this person feel really cool? “Spending $5,000 to thank your top customers is better than spending $5,000 on fliers,” Buley says.

Or give your best customers a no-strings-attached gift certificate for $100. “If customers come in with their $100 certificate and they find something for $100 bucks, fine.

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You’ve thanked them. But a lot of people end up spending a lot of money.” If they spend $25,000 a year with you, do something really special. After all, asks Buley, “Wouldn’t you pay $400 a year to have these people come back and spend $25,000 again?”

 

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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The First Dollars You Spend at Christmas Should Be for This

Published

on

(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: thanking your best customers.)


The First Dollars You Spend at Christmas Should Be for This

Michael Buley of Jewelry Ads That Work says if you haven’t been advertising consistently throughout the year, diving into new ad channels in November won’t work. At most, double your ad buy and concentrate instead on thanking your loyal customers.

“The first dollars jewelers should spend at Christmas is to allocate a decent amount of money to thank customers who put bread on their table,” he says.

Identify your top five, 50 or 100 customers and find gifts to send to them — a bouquet, coffee gift cards, a bottle of Jack Daniels, cookies, golf balls. Ask yourself: what can we do to make this person feel really cool? “Spending $5,000 to thank your top customers is better than spending $5,000 on fliers,” Buley says.

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Or give your best customers a no-strings-attached gift certificate for $100. “If customers come in with their $100 certificate and they find something for $100 bucks, fine.

You’ve thanked them. But a lot of people end up spending a lot of money.” If they spend $25,000 a year with you, do something really special. After all, asks Buley, “Wouldn’t you pay $400 a year to have these people come back and spend $25,000 again?”

 

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular