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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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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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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

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

Promoted Headlines

Most Popular