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This Retailer Says Marketing Today Requires More Than Just ‘One’

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This Retailer Says Marketing Today Requires More Than Just ‘One’

There are a lot of arguments these days relating to the number one. Some say you should put your eggs all in one basket. Others say to concentrate on just one thing at a time. Perhaps the worst thing you can do with the number one is to only rely on one type of marketing for your jewelry store. The days when you could run a full page newspaper ad on Wednesday and be rich by Saturday are gone!

Today’s jewelry store marketing requires a bit more finesse than yesteryear, and that is what I call “integrated marketing.” What do I mean by that? Simple: when you have a promotion, event or sale, don’t simply run a radio ad and expect it to be your only source of marketing. Instead, try “integrating” a radio ad with some other form of media like an email blast or social media post. Combining more than one form of media greatly increases the effectiveness of your efforts.

Let us say you’re going to have a designer trunk show. How might you promote to reach the largest audience? I’d first invite the best customers on my store’s mailing list (you do have one, don’t you?). Next, I’d combine this with a social media post along with an email blast. Maybe you could also text several of your prominent clients if you have the ability and permission to do so.

Please stop expecting one form of media advertising to bring in the lion’s share of business. Don’t believe it when you see some ad telling you, “This is the best and only way to reach your clients.” Folks are way too busy in this day and age to be reached by only one method. Get the best results possible by packaging your efforts using “integrated marketing” and watch your operation grow!

Lastly, visit our website at hudsongoldmine.com/billsreport to receive a free report on “3 Surefire Ways to Bring Buying Traffic to Your Store.”

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BILL WARREN owns a successful jewelry store in the mountains of western NC. He speaks at industry events on the subjects of marketing and optimizing independent jewelry store operations. Contact him at [email protected].


This article originally appeared in the May 2018 edition of INSTORE.   

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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.

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This Retailer Says Marketing Today Requires More Than Just ‘One’

mm

Published

on

This Retailer Says Marketing Today Requires More Than Just ‘One’

There are a lot of arguments these days relating to the number one. Some say you should put your eggs all in one basket. Others say to concentrate on just one thing at a time. Perhaps the worst thing you can do with the number one is to only rely on one type of marketing for your jewelry store. The days when you could run a full page newspaper ad on Wednesday and be rich by Saturday are gone!

Today’s jewelry store marketing requires a bit more finesse than yesteryear, and that is what I call “integrated marketing.” What do I mean by that? Simple: when you have a promotion, event or sale, don’t simply run a radio ad and expect it to be your only source of marketing. Instead, try “integrating” a radio ad with some other form of media like an email blast or social media post. Combining more than one form of media greatly increases the effectiveness of your efforts.

Let us say you’re going to have a designer trunk show. How might you promote to reach the largest audience? I’d first invite the best customers on my store’s mailing list (you do have one, don’t you?). Next, I’d combine this with a social media post along with an email blast. Maybe you could also text several of your prominent clients if you have the ability and permission to do so.

Please stop expecting one form of media advertising to bring in the lion’s share of business. Don’t believe it when you see some ad telling you, “This is the best and only way to reach your clients.” Folks are way too busy in this day and age to be reached by only one method. Get the best results possible by packaging your efforts using “integrated marketing” and watch your operation grow!

Advertisement

Lastly, visit our website at hudsongoldmine.com/billsreport to receive a free report on “3 Surefire Ways to Bring Buying Traffic to Your Store.”

BILL WARREN owns a successful jewelry store in the mountains of western NC. He speaks at industry events on the subjects of marketing and optimizing independent jewelry store operations. Contact him at [email protected].


This article originally appeared in the May 2018 edition of INSTORE.   

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.

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