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Manager's To Do

3 Marketing Tips and More Manager’s Advice for April

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Apr. 2-7

TRAINING Hold a mini-conference right in your own office. Assign each staff member a topic for a 5- to 10-minute presentation. Extra team-building points if you make the event a pot luck!

SHOP Go through your jewelers’ bench and findings cabinet and melt or return findings that are more than one year old. Just like inventory, findings have turn and age, and if you haven’t used it in a year, you probably won’t ever, says repairs guru David Geller.

INVENTORY “Get into Balance to Buy or The Edge Pulse and run a report on fast sellers from last February and March with ‘0 on hand’ and reorder those items or some in a similar category or price point.” 

Apr. 9-14

APPRAISALS Use the slow months (April, July-September) to check client files to see who needs to have an appraisal updated. Send out a postcard reminder.

STAFF Ask employees for their summer vacation requests. And while you’re working on a roster, book some time off for yourself.

MARKETING Call a brainstorming meeting for Mother’s Day (May 14). Dad and child evening? Mom and daughter event? Cross promotion with a spa? Bring a list of ideas to the meeting.

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INVENTORY Scan your showcases. It’s time to make room for the upcoming buying season. Might also be time to look into launching that eBay account to clear those duds of yore.

Apr. 16-21

GENERAL Invest time in finding places where you can differentiate your business. These can be big and small. What does your door handle look like? What’s your telephone answering machine message sound like? What’s your 404 error page say? Could you make your cash register receipts more fun? Think of the power of 1,000 points of differentiation. And get busy.

MARKETING There are a string of mini-selling dates coming up including prom season, communions and graduation. Draw up a schedule for case displays and email bulletins.

Apr. 23-28

OPERATIONS Is your phone in a public part of the store? See if you can’t move it to a more private spot where conversations can remain confidential and won’t interfere with sales on the floor.

MARKETING Do you have traffic that goes behind your business? Yes? So, do you have signage behind your business that’s designed to draw that traffic? No? Mary Gillen of IdeaSiteForBusiness.com suggests you get busy. Check out the traffic flow around your location and place signs strategically to attract the attention of the busiest traffic flow.

INVENTORY Run some reports from last year’s bridal season. Your emphasis should be on wedding bands, bridal party gifts, and the mother of the bride, which is a growing category for many stores.

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Manager's To Do

A Trick to Selling More Platinum, And Other Manager’s To-Do Items for September

And here are some great tips for infographics in your store.

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Sep. 1-7

INVENTORY The economy may be slowing a tad, but the wealthy keep getting richer. That is allowing more people to trade up from the standard 1-carat diamond engagement ring. But to sell 2-, 3-, or 4-carat pieces, you need to have a few on hand, says David Brown of the Edge Retail Academy. Start experimenting with more expensive bridal sets.

MARKETING Conduct an advertising review. If it’s bridal sales you desire, put that shotgun away. Pick one or two advertising media, based on their reach and return on investment, and concentrate on them. That requires courage and perseverance, but it’s the surest way to break through the chatter and win that key top-of-mind presence in your local market that will deliver engagement ring sales.

Sep. 8-14

STAFF Few things are more important to staff than having the sense that their work matters. As bridal season approaches, make it a constant refrain in your strategy meetings: you’re helping people with one of the most important decisions of their life.

SHOWROOM “It’s remarkable,” says merchandising expert Sally Furrer, “how often diamond areas are underlit in stores.” Crank up the lights.

Sep. 15-21

TRAINING The rise of the bead phenomenon in the last decade caused many jewelers to cut back on diamond sales training. If that happened in your store, look to bring in a trainer who specializes in bridal goods. It’s a whole different skill set.

MARKETING Twitter’s search function, along with free applications like TweetDeck, can be great tools for market research and lead generation. Start monitoring your competitors’ brand names and hashtags to see what people are saying about them and you. Set keywords related to bridal sales in your market and don’t be afraid to follow up (unsolicited messages from strangers is a fact of life in the Twitter-sphere).

Sep. 22-28

SOCIAL Want to take your social media efforts to the next level while educating your clientele about bridal in a way they’ll remember? Think infographics. Whether charting the evolution of diamond cuts or providing tips on ring cleaning, infographics are a great shareable way to communicate your message. Try these free infographic websites: Piktochart.com, Venngage.com, Easel.ly.

SALES Want to sell more platinum? Highlight its staying power. Keep an old white-gold ring and an old platinum one behind the counter to show customers what happens to the two metals after a few years. One of platinum’s strengths is the durability of its white color, which won’t fade or change (like an enduring love, hint, hint) and will continue to complement a diamond, as opposed to white gold, which fades to yellow.

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Yarr! It’s International Talk Like a Pirate Day and More Important Dates for September

“I’ll be paying top dollar for whatever golden loot ye’ve got stashed in your little treasure chest.”

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19 Many jewelers seem to have forgotten what a lucrative earner gold buying can be. Luckily, International Talk Like A Pirate Day is here to remind you. Yarr, have some fun with your advertising. “Yes, me hearties, Cap’n Jack Black Diamond has gone straight. I’ll be paying top dollar for your doubloons, old lockets or whatever golden loot ye’ve got stashed in your little treasure chests. Come see the Cap’n before the sharks get ye.”

01 On NATIONAL NO RHYME (NOR REASON) DAY, challenge your customers on social media to come up with words that can’t be rhymed. Three you can probably put to good use in your posts that day are “spirit,” “silver” and “woman.”

06 Today is FIGHT PROCRASTINATION DAY, and if you’re one of the many afflicted, try this trick: when jotting down a to-do item, keep rephrasing it until it involves the use of your limbs: “Pick up phone and call …”, “Open laptop and search for …”

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Remembering Woodstock, The Little One’s First Day in Kindergarten, and More Useful August Dates

You’re always busy, but this month, get things done.

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19 Mark the 30th anniversary of the launch of Stephen Covey’s THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE by doing something in its spirit: keep a journal of everything you do, broken down into 30-minute increments. At the end of each workday, assign a value — 1, 2 or 3 (the lowest) — to your time, and at the end of the week, evaluate the results. They may well surprise you. Obviously you want to be spending at least half your time on No. 1s.

1 August is GET READY FOR KINDERGARTEN MONTH. On the first day of school, invite all new kindergarten moms to come in for mimosas and snacks. They can reward themselves for surviving this milestone.

4 The FIRST ELECTRIC LIGHTBULB sparked to life 140 years ago today. Mark the occasion with a brainstorming session with staff for fourth-quarter promotions.

15 Fifty years ago today, the promise of free music, a good time, and … umm … a pretty good shot at “getting lucky” drew 400,000 young people to WOODSTOCK, NY. To many folks, that’s much the same promise that jewelry makes (minus the music). Roll back the years with a store party.

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