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This Is a Rut You Absolutely Need to Break Out of Starting Now

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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: breaking out of the event rut.)


If your events seem a bit lifeless or aren’t leading to as many sales as you’d like, you might be in a rut.

The holiday season is the perfect time to break out of it.

Mixing up your event music can go a long way to adding some spark to your events.

“Classical music is fine day to day, but for parties, it’s not going to entice you to go shopping,” says Jen Cullen Williams of Luxury Brand Group.

“Go to any store targeted toward millennials and it’s going to have music that moves. It’s got to have some energy to it.”

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For another spin on a traditional idea, turn your ladies night out wish-list event into a couples party. It can be more fun and sometimes lead to big sales right on the spot, says Karen Hollis of K Hollis Jewelers in Batavia, IL.

“It helps guys get ideas and makes them want to shop early to make sure that the item will still be here,” she says.

Hollis invites her top 100 customers and has hosted as many as 30 couples at a time.

 

 

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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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This Is a Rut You Absolutely Need to Break Out of Starting Now

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: breaking out of the event rut.)


If your events seem a bit lifeless or aren’t leading to as many sales as you’d like, you might be in a rut.

The holiday season is the perfect time to break out of it.

Mixing up your event music can go a long way to adding some spark to your events.

“Classical music is fine day to day, but for parties, it’s not going to entice you to go shopping,” says Jen Cullen Williams of Luxury Brand Group.

Advertisement

“Go to any store targeted toward millennials and it’s going to have music that moves. It’s got to have some energy to it.”

For another spin on a traditional idea, turn your ladies night out wish-list event into a couples party. It can be more fun and sometimes lead to big sales right on the spot, says Karen Hollis of K Hollis Jewelers in Batavia, IL.

“It helps guys get ideas and makes them want to shop early to make sure that the item will still be here,” she says.

Hollis invites her top 100 customers and has hosted as many as 30 couples at a time.

 

 

Advertisement

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