Connect with us

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.

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.

Advertisement

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

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular

News

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.

Advertisement

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

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular