How To Develop The Marketing Mindset

You know you need to do it…you see other’s being successful because of it.  What is it that I speak of?  I’m so glad you asked…the answer is becoming the “Maverick Marketer” of your store!  Marketing truly is the engine that drives your store’s business.  Dare you neglect it?

Early in my career as a store owner we were doing ok.  However, larger, older and better financed competitors still were getting the lion’s market share in our area.  So what did I do?  I got help from those who knew what I didn’t in the marketing realm.  Coaching and developing a marketing mindset is what set our store on fire!

While so many retailers concentrated on brand building otherwise known as “Image Marketing”, I started learning about “Direct Response” marketing.  After putting direct response principles in place, I noticed an uptick in sales the very first month.  Therefore, I started crafting more offers, writing better headlines that would elicit a “Direct Response” to my marketing efforts.

You’ll discover as I did that building your in house mailing list is the center post that you build your marketing efforts on and everything else should follow and connect to it after that.  Here’s a marketing tip you shouldn’t ignore…with direct mail, postcards, etc…your client has to at least look at it.  If you do your job well in crafting a good offer, they’ll do more than just look!

Let me give you one more tip about direct response marketing.  The next time you go to your mailbox, carefully look at the offers being made to you from other businesses.  The best direct marketing minds in the world craft offers every day and send them to you.  So before you throw it away…look at the headlines, the offers, coupons and subscriptions they send you to see how you might use them in your operation.

Quit building a brand for someone else…if you create the right offers and store traffic, you’ll build your own brand in the minds of your customers.  When you develop the “Marketing Mindset” using sound direct response marketing principles, you’ll beat the “Image Marketers” every time!

Don't Miss My Info Packed Seminar at The Atlanta Jewelry Show!!!

Have you worked hard to build a mailing list for your retail store but can't seem to figure out how to put it to good use? No worries...help is at hand! Make plans to attend my FREE seminar on "How To Find The Riches in the Niches of Your Store's Mailing List!" This will be held at the Atlanta Jewelry Show on Friday, August 3rd from 4:00 to 5:00 PM. This seminar is based on real world experiences in my own jewelry & gift store. Cut time and waste by learning from my successes as well as failures! Make plans to attend today so you'll be able to find those "Hidden Profit Centers" in your store's mailing list! Find out more well as sign up info by visiting: https://www.atlantajewelryshow.com/sessions/find-the-riches-in-the-niches-in-your-mailing-list/

Discover this and other hidden nuggets of gold I'll be teaching....it would be a shame for others to learn these techniques! I really do look forward to seeing you in Atlanta...let's all profit together! Sincerely, Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing) 828-729-1020 Email: goldman86@bellsouth.net www.warrenmarketing.blogspot.com P.S. - need a marketing speaker for a group you belong to? I'd love to help...call 828-729-1020. P.P.S. - I'm a retailer just like you who has a love of teaching others! I like to keep things simple..no fancy websites or a bunch of bells & whistles...just results!

HOW TO COOK WITH GAS, TAKE NO PRISONERS & BUILD A WINNING JEWELRY STORE!

Greetings & Happy New Year from the Doctor of Dynamic Jewelry Marketing - Bill Warren!!!

I'm already off to a great start with my first speaking engagement to be at the Ballayntine Resort in Charlotte, NC for the upcoming SJO Jewelers Show to be held on February 1st & 2nd.  I'll be speaking both days at 8 AM on my ever popular topic of "How To Cook With Gas, Take No Prisoners & Build A Winning Jewelry Store!

During this 2 day seminar, you'll learn how I more than doubled my own jewelry store's business in a few year's time using such techniques at:

• Out of the Box Direct Mail Methods
• Social Media
• Email Blasts
• Voice Blast Technology (My store was one of the first to do this)
• Private Events
• Plus much, much more!

Since the SJO Jewelers Group is a member only event, you may need to call Paul Downey at (216) 896-9850 or email at:  P.Downey@SJOrg.com to make sure you're eligible to attend but let me urge you to do so!!!  SJO is a great group to be a part of and you can probably attend for FREE just to get your feet wet so to speak!

As always, feel free to call me at (828) 729-1020 if you have any questions or if I may help you in any way!

Success,

Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)
www.warrenmarketing.blogspot.com 
828-729-1020

HOW TO REINVENT THE WHEEL IN YOUR STORE

Do you ever wonder about ways you can improve your business?  You sit and think about it, but you’re just not sure what to do?  As I write this article, the New Year has recently started and I find myself being reflective about things, but looking forward as well.  Many things we tried in our jewelry store worked well last year, but some of the marketing, strategies and events were clunkers just like any other business has.

The title of this article is “How to reinvent the wheel in your store,” but perhaps it should have been “How not to reinvent the wheel.”  What do I mean by that statement?  Simple - I’m a big fan of the “Modeling Process” or in other words, copying the successful systems, attitudes and behaviors of those I wish to emulate or be more like. Just like you, I have my heroes in the jewelry biz and in the retail world at large.

One of the things I find helpful to stimulate new ideas is visiting other successful jewelry stores to see what they’re doing and to see if I can implement some of the ideas I learn in my own store.  No one, and I repeat no one, has all the answers and we should all keep learning our trade each and every day.  If we don’t do this, it’s my opinion that our business could cease to exist as our competitors locally and not so local, aka the Internet, Blue Nile, etc., move forward with innovative ideas.

Perhaps the best marketing advice I can give to any jeweler seeking to improve their store’s operation is to get out and visit other jewelry stores.  On one recent visit to a store near our vacation condo I saw how this jeweler had integrated a very successful “Estate Jewelry” operation in their store that obviously set their store apart from others in their region.  This made me question myself - why I had never seriously put in a estate jewelry case in our store.  I also noticed this jeweler marketed to his client mailing list with postcards and special offers to those clients who love this type of jewelry.  Duh!!!  Why haven’t I been doing this???

With thanks to David Geller for inspiring me to do this many years ago, I modeled one of his behaviors in that I started sending “Thank You” notes to every customer who made a purchase or had a repair done in my store. With each of these thank you notes also came a gift certificate in whatever amount I deemed appropriate that the client could use on their next purchase.  These days this is quite easy due to the advent of POS systems such as Edge, Winjewel and many others making it simply a “click of the button.”

One of the things I’ve been paying particular attention to lately in other jewelry stores, as well as other retailers, is the use of text marketing where you have a customer send a text message to your service and a special offer, gift certificate or message pops up on their smartphone.  I’m experimenting with this as I write this and think there is some merit to it that we jewelers should incorporate ourselves.

As we continually become a more smartphone dominant society instead of desktop computer or laptop, it also seems very important to make sure our store’s websites are optimized for viewing on a smartphone.  Over the holiday season, it absolutely amazed me how many younger clients came in my store with a picture of a ring from some website that they wanted to purchase in my store.  I was very glad of this, but also kind of ashamed that I hadn’t optimized my own website sooner!  Note to self... hey self, get off your butt and get your website optimized for viewing on the small screen!!!

One more thing - if you’ve not had the opportunity, go visit a Chico’s ladies store.  My wife goes there often. Ok, maybe too often, but watch these folks in action. They are simply some of the best at clienteling I’ve ever seen!  A few days after a purchase, my wife gets a card saying “Thanks” along with a special offer to come in again.  Did I mention they also know her preferences and call her anytime something has come in that she might like?  They also call her anytime there is a special event and give her a FREE gift just for coming in. Plus, they never forget a birthday and send a gift certificate for that as well.  How often do you do this for your clients?  Another note to self... start clienteling like Chico’s does and watch the bank account grow!

Most successful retailers belong to several organizations and often get great ideas, brainstorming sessions and many more benefits simply by being a part of them. I currently belong to four groups, two of which are jewelry specific and two made up of all types of retailers. It never ceases to amaze me the knowledge that is shared and how much I come away with. I suggest you find a group that you enjoy being a part of. Go out and try some until you find the right one.  Like me, you may have to try several. Let some go, but by all means find one you can learn and grow with!!

These are just a few ideas I’ve been thinking about and hey, I really didn’t have to reinvent the wheel either. I just borrowed ideas from others and found a way to apply them in my store.  Can you do the same? I’ll bet you can and probably even better than me! Drop me a line sometime at goldman86@bellsouth.net and let me know what you come with. Maybe we can brainstorm something together! 

Good luck until next time...

Dr. Bill

How To Recognize A New Client & Get Them Back In Again!

Question: How many times have you visited a business for your first time, made a purchase and in a week or so, received a welcome letter or packet from that business? 

Answer: Probably not too often!

Perhaps one of the things we do in our store that I value as a customer relationship builder most is sending that new client something to recognize their first visit and purchase at my establishment.  I’m not referring to the “Thank You Note” which my customer also gets, but something sent separately.

Many jewelers have the means through their POS systems to send thank you cards, birthday & anniversary announcements, special sale event notifications, etc., but how often are they recognizing and mailing to these new clients to get them into their “Marketing Funnel?”  Certainly most of us have a marketing funnel - or at least I hope so.  What I mean by this is that you should be sending your customers special offers, notices of events & other things at least six or more times per year.  Friends, if you’re not doing at least this much, I’m afraid you’re being left behind in the race!

Angie, my lovely wife, loves to shop at a clothing store called “Chico’s,” and from the get go I noticed something different about this company.  When she made her first purchase, she got a welcome letter along with a special offer from the management at Chico’s.  Did she use it?  You bet she did - and many other offers that they’ve sent her since that time. Geez honey, could you slow down on my pocketbook just a bit?   Chico’s even leaves her messages on our answering machines saying something like, “Hi Angie, we just wanted to thank you for being a new client.  Because you’ve made your first purchase at Chico’s, you now qualify for a special offer of xxxxx.”

If a large clothing company like Chico’s can take the time to do something like this for their new clients, don’t you think you and I can do it in our jewelry stores?   This testifies to the power of marketing to your new clients.

You’ll be amazed at the results you’ll get when you start developing marketing & offers to this new group of clients. I know I was!!  Some jewelers have asked how I go about doing this, so here is my formula:

• Every Monday morning using my Edge POS system, I pull a report showing names and addresses and phone numbers of every new client who purchased from us the week before.
• Each of these new clients will be sent a special offer that I devise whether that be a gift certificate, simple letter telling them about our services and lines offered or a combination of each.
• Personally, I put an expiration date on each a month out so that the customer has time to use it and not feel overly rushed back in.

Please take the time to track the return of these customers to your store as well so you’ll know how effective your marketing has been.  Let me also say this, you can be as simple or as fancy as you’d like with this.  I’ve seen jewelers use simple gift certificates they’ve printed from their own computer using Microsoft Word or Publisher and I’ve seen fancy colored brochures and guess what… I’ve seen both be very effective at getting the customer in for a repeat sale!

If you’d like to see what I’m currently using to drive new customers back in my store, I’d be willing to share it with you.  Simply drop me an e-mail requesting my new customer brochure at: goldman86@bellsouth.net  and I’ll e-mail a PDF file for you to see and get some ideas for starting your very own “New Customer Welcome Pack”. Trust me… this works and you’ll reap huge dividends from it! 

Now, my prescription for you is, don’t let this idea sit around for long. Do it today because your store’s profit line will thank you tomorrow!

Don't Wait For Your Money!

Don’t Wait For Repair Money – Get Paid Now!

Have you ever looked at your finished repair box and found it busting at the seams or running over?  Do your employees get tired of calling the same customers over and over again to remind them to pick up the repair they left last year?  Does it frustrate you that your goldsmith or outside tradeshop gets paid now but you have to wait for payment months or even years in some cases?

This is probably a scenario that plays out in many jewelry stores across the land…at least until now!  Yes, I’ve felt the pains of frustration from this very thing.  Probably like you, I take no joy in selling my customer’s repaired jewelry to recoup my costs either (not counting the bad will generated if the customer does ever return to pick it up).

 While looking at my overly full repair box and trying to get paid for repair work done months ago, a simple idea occurred to me.  Why not ask for payment in full up at the time we take it in?

Here’s a few ways that you could go about getting paid in advance at not having to worry about collecting payment from those forgetful jewelry & watch repair customers:

1.       Simply “Ask” if they’d like to go ahead and pay now…many folks will without even giving it a second thought!   You may also say something like, “Would you like to go ahead and get this out of the way today or when you pick it up?”

2.       Offer a discount of your choice if they go ahead and pay for the repair service now!  Yes, many clients still like to a discount no matter what the amount!  If you’re using the Geller blue book prices (you are aren’t you?)…then a small discount should be no problem!

3.       Offer a “Freebie” for early payment!  Perhaps you might say, “Mr. Customer, because you came in today, you qualify for a FREE gift of bottled jewelry cleaner if you pay upfront!” 

Your jewelry store is probably a lot like mine and so I predict you’ll get similar results that I have after trying the above ideas.  Slightly more than 60% of the customers asked for upfront payment did just that without one problem!  The rest of the clients in no way seemed offended when we asked but said they didn’t bring enough money or would need to wait until payday…which was just fine by me!  60% pay upfront was certainly much better than no money upfront and in these times…just like you, I have to watch my cash flow very closely.  Needless to say, this little exercise really helped out and improved our cash flow immensely.  Wouldn’t David Geller be proud?

Until Next Time,

Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)

www.warrenmarketing.blogspot.com 

828-729-1020

goldman86@bellsouth.net

One of the best companies to come along in a long time that will help your mail stand out is http://www.3dmailresults.com/ 

The use of objects that make your direct mail "Bulky" will increase your chances by 300% of hitting your client's "A Mail" pile instead of file thirteen.

I highly recommend this company and use them quite often for my jewelry/gift store.  Take time to check them out...

Good Luck,

Bill Warren
828-729-1020

A Word From Your Sales Prevention Department

I'll bet you didn't realize that most retailers truly have a "Sales Prevention Department" did you?  Yes, its true my friends, many of you are staking a claim there almost daily or at least some of your employees are!

Hear me out ok?  Whenever we let the telephone ring for too long...we're a part of this department.  Whenever we don't return our calls promptly, yes, we're visiting this department.  

Every person in your organization is also a part of your marketing team.  Regardless if they actually sell or if they're a bookkeeper...how they present themselves, handle clients or your product speaks "Marketing" or lack there of to everyone!!!

Please make sure you and your employees are not taking a "Carefree" attitude of your business and pay attention to how customers might perceive your business.  Please don't be a part of the "Sales Prevention Department!"

Success,

Bill Warren

Warren Marketing Systems

828-729-1020

www.warrenmarketing.blogspot.com 

Scrap Gold Promotions Revisited

Yes, I realize I’ve written about SCRAP GOLD before, but I felt the need to revisit this for one reason….too many jewelers are overlooking obvious “Golden Opportunites!” As gold & silver prices rise, I continue to see folks bringing in their scrap gold. However, could you have been overlooking an untapped market in our friends the “Latinos”?

After securing an all spanish speaking mailing list (I got this from James Porte of Porte Marketing Group), I mailed a postcard which was written in Spanish with special offers of buying their gold. At first, I was a little worried because nothing happened for about a week...but then...wow! Not only did one Mexican family come in, but they spread the word to several. It also seemed that they were grateful that our store had “Noticed Them!”
As we have many latino groups in our area such as: Mexicans, Columbians, Cubans, Brazilians...these folks often feel like they are not accepted or noticed. Think about this: You may be the only jeweler in your area that serves this niche’ market! It can also be a very profitable market!!!

An amazing thing I’ve noticed...this ethnic group seems to prefer cash, they often pay for things with only cash and don’t think because they are selling their scrap gold that they don’t have money! They are some of the most thrifty shoppers anywhere and we shouldn’t be turning our noses down to them.

Think about it and put this idea to work in your store!

Until next time,

Bill Warren

Do You Need A Checkup From The Neckup?

The headline above is one of my favorite quotes from motivational speaker Zig Ziglar and it is even more relevant (in this time of recession) than ever! Have you discovered as I have that most folks including ourselves really have the kind of day we have based on how we believe and react to stimuli going on around us? If you stumped your toe as you got out of bed this morning, did the rest of the day seem to follow suit? On those great days when everything goes perfect, did you seem to go from one success to another? So the big question is...How’s your attitude?


On my way to work this morning I stopped at my favorite local convenience store and overheard an interesting conversation. A local real estate agent was talking to the store owner and they both had that depressed look about them and you could just feel the “Doom & Gloom” as you entered the store. Then one of them asked me, “How’s your business doing? Bet yours is off like ours is! I simply replied to their amazement that while the business climate may be tough, I’ve actually had the biggest month of August that I’ve ever had!! After they picked their jaws off the floor I proceed to tell them that we are often victims of our own attitudes and under the influence of those who we hang around. Now I wasn’t trying to be mean to these guys, but I really wanted them to understand that “If it is to be...its up to me!”

Your employees are looking to you for encouragement and if you come to work with a defeated attitude before the day begins, how do you expect to encourage someone else or even more importantly...how do you expect them to be excited about selling your product? Yes, it may be tough out there, but even during the “Great Depression”, there was businesses and people who were successful.

Customers can even pick up on a jewelry store’s overall attitude when they walk in the door. How do you think they feel when ‘ole sad Sally tries to help them? Don’t you think that you owe it to yourself, your employees and your customers to keep your thinking out of the gutter?

Now back to my convenience store friends…They asked how I could be having the best month of August ever so I told them! You simply have to seek business from those who are less effected by the economy. Go after corporate business such as I have with logo watches and take extra good care of the “TOP 20% of Customers” that you have. Make them extra special offers or after hour sales...these are the folks who can still afford to buy what we jewelers have!

But other’s say, “How can you do business when most people are cutting back on frivolous spending?” Engagements are still happening everyday as are birthdays and anniversaries. Shouldn’t you be getting your fair share of that business? I am and will continue to do so and despite the economy we’ve grown...so can you!!!

So I Challenge You! As you look at that person in the mirror each morning...give yourself a checkup from the neckup! Be proactive and start your day in climbing gear, not neutral!!!

Success,

Bill Warren
Warren Marketing Systems
828-729-1020
hidden69@charter.net

You're In The Theater Called "Your Business"..

LIGHTS, CAMERA, ACTION!!!  Ok..that may have been a bit dramatic, but it got you thinking!  Each of us who own or work in a business must realize that we are "On Stage" at all times!  When you open your doors in the morning, it really is time to "Play The Part"...the part of a successful business owner or manager!

First of all, when you look in the mirror in the morning...wouldn't you rather look at someone you believe to be a success?  Hey, even if you're not so successful, go ahead a declare your success...you won't be lying, you're just telling the truth in advance is all!  If you don't feel successful about your biz, how do you expect anyone else to?

Second, your employees are counting on you "Being Up & Enthused"!  As a leader of your store, you are on the stage of business and a bit of excitement helps here...no sad faces, no down voice....set the tone and pace for you and your employees!

Third and maybe most important, your customers aren't looking for a limp noodle...they're expecting excitement, enthusiasm about yourself, your products and most importantly them!!!

So when you go to work tomorrow, remember this very basic message today...you really are on the stage....what kind of performance will you give?  Will it be a memorable or forgettable one?

Success,

Bill Warren
Warren Marketing Systems
http://www.warrenmarketing.blogspot.com/
828-729-1020

To Attract Or Repel Customers...That Is An Unusual Question

Let me ask you a question...have you ever thought that maybe your retail store will only attract as many people as you repel from it? Hang with me here, this is a bit of a complicated post...let me elaborate...

For example, have you ever noticed how the stores that seem to focus on the things they are really good at attract the customers that they want? They really don't care if they have the whole pie (or all the customers) as the saying goes...they only care about attracting the kind of customer "They" are looking for and they are willing to risk losing or even "Repelling" the kind of customer they don't want!

Yes it is true! The days of a jeweler being all things to all people are now long gone. Today's jeweler needs to focus on his niche which may be custom design work, appraisals, closeout jewelry, bridal, etc...the successful independant retailer no longer tries to be all things to all people...they focus on attracting the kind of customer (a very loyal one at that) who likes and buys the thing they as a retailer focus on.

The more focused you become on a certain grouping of customers, the more "Magnetized" they become to receiving your message and products. You also turn away the tire kickers, time wasters, etc. who you really weren't looking for anyway.

Yes, this post is a bit different, but it also comes from observing many successful retail stores who have put this into action...and believe you me, it pays big dividends!

"Til Next Time,

Bill Warren
Warren Marketing Systems
828-729-1020


P.S. - if you are in the jewelry trade, let me suggest you subscribe to my monthly "Marketing Newsletter For Jewelers" which will send a flood of ideas each month for the small price of only $59.95 per month. Yes, you can have these unusual and ultra effective ideas coming to you each month...call the number above if you dare! 

P.P.S. - I practice what I preach!  I only want jewelers who are looking to do the unusual and who wish to stand out in the crowd...if you are unwilling or afraid, I can't help you!  Those "Smart" jewelers who are signing up with me will be "Way Ahead" of the pack come Christmas time this year!

Why Would I Want To Do That?

Sometimes I am quite amazed at the logic & reasoning behind our local media.  You'll find this story interesting so I thought I'd share it with you today before I go on vacation for the 4th of July!

Recently, a local sales rep for the "I Wanna" Newspaper approached me inquiring why I didn't advertise in his paper.  In his words he said, "I noticed that you buy old gold & silver and wondered why you don't advertise with us.  I politely asked the young man to show me the most recent copy of his paper which he did.  Then I proceeded to turn to the section where all the "We Buy Old Gold & Silver" ads would be and noticed at least 20 ads for this...yes, every Tom, Dick & Harry had their ad in there proclaiming how they paid the most in our area & not to dare go anywhere else.  The sales rep said...see there, all of your competition is in this paper...why aren't you?  Politely I said, you've just answered your own question young man. He then gave me a really puzzled look and I said, If everyone else is in there, why would I want to be?  I'd much rather dominate another form of media these guys are overlooking (and I do)! 

The young sales rep then left my store unable to give me a coherent comeback or answer.  Let me leave you with this thought...if you are not going to completely dominate the media you choose to work in...why do it?  Search for better, more affordable media and one that your competitor's are overlooking...them completely dominate it!  Remember what a hero of mine (PT Barnum) once said..."A little advertising is like anything else you do a little at...not worth much!  If you are going to swim amongst the sharks...you better prepare to bring a big speer gun (or a lot of advertising dollars) to overwhelm them.  Or do as I prefer, find often overlooked media and test it first for response...then

You Can't Reach "Em Like You Used To!

Ok, bare with me here...I'm really not trying to be negative!  We as retailers today, simply cannot reach customers the same old way we always have!  The days of your store putting a full page ad in the local newspaper and getting rich by saturday are long over! 

As of late, I've developed dubious feelings toward many of the traditional media outlets such as the local daily newspaper, yellow page ads, placemat ads, etc.  Not that these medias don't still work, but I don't feel that they work as well as they once did.  I do feel that print yellow page ads are a complete waste of money...(I do think online yellow page ads are great!)

Todays younger consumer doesn't look in the yellow pages (they do a google search instead) and they certainly don't read the local newspaper (their daily news comes to them on their iphone, ipad or the homepage on their laptop)!

New media that we retailers need to explore for marketing today would include but are not limited to:  websites (that have been optimized by search engine optimization), email marketing, text marketing, voice broadcast (to your inhouse customer base), youtube videos, ezines, social media such as facebook, twitter and more. 

My favorite form of media to use is still direct mail, of which, you can test its effectiveness easily and at low cost.  Direct mail is also easily and superbly supported by all of the other media listed above.  It works great, hand in hand with radio, cable tv as well as other traditional medias.  I suggest you really look at developing your customer mailing list if you haven't already and make direct mail your main focus and develop other marketing methods around it. 

If retailers keep using the same old tired methods, (newspapers, yellow pages, etc), they simply will not be around long...today's consumer gets it's daily dose of media from other sources and as retailers...we need to take notice and explore these lucrative options before its too late!

"Til Next Time,

Bill Warren,
Warren Marketing Systems
http://www.warrenmarketing.blogspot.com/
http://www.hudsongoldmine.com/
828-729-1020
hidden69@charter.net

A Creative Way To Say "Thanks"

I'm sure most or many of you send "Thank You" notes or cards to customers who make substantial purchases from your retail store.  However, have you ever thought about sending a thank you card to everyone who makes a purchase from your store, every week?

Something I've found that pays huge dividends is that in our store, we send each customer making a purchase of as little as $10 or more a thank you postcard (you can use many sources to automate this like http://www.targetmailers.com/ or even handwrite your own).  On each of these postcards that we send (for only $.69 by the way)...they are personalized with the customers name, a sincere thank you message and a small area with a gift certificate for $25 off the customer's next jewelry purchase.  Now don't pass out...yes, we really do give a $25 gift certificate and I see so many of these cards being redeemed...its absolutely mind blowing! 

How could I just give away $25 you say?  Well, first of all, yes, we have a very few who come in just for this amount, but usually, most folks spend much more...and hey, it got them in the store again so I could suggestively sell other items on the backend!!!  I've also figured that it normally costs me around $40-50 of marketing/advertising to get a new customer in my doors so why wouldn't I want to get someone already pre-disposed to buy from me back in my door?  (More on this thought later)!

Think about it...how are you using your thank you notes?  This one way can lead to success on down the line and it "fills up the pipeline" for future business!  Go ahead..give it a try!

"til next time,

Bill Warren - Warren Marketing Systems
http://www.warrenmarketing.blogspot.com/
828-729-1020

http://www.hudsongoldmine.com/

Do You Stand Out Or Blend In?

Let me ask you a question...does your business stand out in a crowded marketplace of competitors or does your business blend in?  If there are 25 jewelry stores in your area, what makes your store different from all the rest?  Please don't say..."Well, we give good customer service or our prices are good!"...everyone says this and its time for something new.

Today I attended a business showcase for my county and out of hundreds of other businesses..how were we able to stand out in the crowd?  First of all, by doing something completely off the wall!  Please understand, I don't take myself to seriously and I have a pretty good sense of humor...so here's what I did.  I purchased a doctor's lab jacket and had it embroidered with the following:  Bill Warren, DDJ  Doctor of Dynamic Jewelry.  When people came up to my booth and saw me standing there in a lab jacket, lets just say it made for interesting conversation.  After breaking the ice and sharing a few chuckles about the lab coat, I proceed to ask to see a ladies hand and offer a "Free Examination".  I would zero in on one finger of their hand and then say, "Dear lady, I can see by this finger ailment that I need to prescribe a 2 carat diamond ring, to be applied to this finger daily for the rest of your life.  It will surely cure depression, chronic anxiety and chase all the blues away when you look at it!"  Talk about having fun...the ladies loved it and I had a blast.

So let me ask you, which business do you think made a more memorable impression, those who introduced themselves as, "Hi, I'm John Doe and I work at so & so jewelers"...or me in the lab jacket giving a humorous examination?  I'll let you decide for yourself, but I already know that answer...:)

"Til Next Time,

Bill Warren, DDJ
Doctor of Dynamic Jewelry
Warren Marketing Systems
828-729-1020

The Easiest Sale You'll Ever Make

What is the easiest sale you'll ever make?  It is selling someone who has a special occasion such as a birthday, anniversary or some other important life event.  What can you do to pre-empt these special moments in your customer's lives?  Ok...I'll tell you...remember when I first started this blog...I asked if you would start collecting your customer's info such as address, email, birthdays, anniversaries, etc?  Here's what you do....

How about sending a postcard or gift certificate to these customers for $25-100 with no strings attached!  Yes, I really mean it..no strings attached!  We've been doing this for years in my store and let me tell you, it creates a major amount of "Goodwill" for your customer and needless to say, it burns a hole in their pocket until they use it!  So many businesses forget to do this simple but effective way of marketing!  If you keep a data file on computer of your customer's you can simply upload your list to a company like http://www.targetmailers.com/ and pick a postcard/gift certificate...they'll even mail it for you.  You can also easily print gift certificate yourself with any laser or inkjet printer using a program such as Microsoft Publisher.

The point here is...do it!!!  This is FREE MONEY!  Very rarely have I ever had a customer simply spend the amount of the certificate...they usually spend much more, plus it creates a feeling of "I'm Important" to your customer.

Ok...put this blog post to use and let me hear your success stories on this simple but super effective technique!

Success,

Bill Warren
Warren Marketing Systems
828-729-1020

Branding - Is It Really All That?

Branding....ah yes, it seems to be the buzzword in the marketing world these days!  Some say, you simply must have a branded product in your store and the people will come!  Many books, seminars, etc. have been devoted to this very topic.  And yes, even I've been seduced by this type of marketing/advertising myself, but then I "snapped out of it"!

I think retailers have lost sight of what the most important brand is and its "Their Own Brand"!  Yes...I mean themselves or their businesses!  The brand we need to concentrate on building is not some suppliers line or today's latest fad, but instead building the brand which is our own!  For instance, in my jewelry store, I'm much more interested in folks thinking, "Wow, that store has the nicest and most comprehensive wedding band collection anywhere at a great price" instead of someone thinking, "Hey, lets go over here because they carry XYZ Brand".  It can't be repeated enough, the most important brand you sell is yourself and your store...work on building it instead of making some supplier rich....do it for yourself!!

While I'm not against offering a great product and I do believe great products enhance trade with our businesses, so many retailers have forgotten how to sell and rely on the brand to sell for them!  Oops...did I say that?  Yes..and I mean it!  Instead of pouring so much money into a brand and the marketing of it...lets pour the same money, time and resources into training our salespeople as well as ourselves in selling the products we already have!  I think it will be a much more worthy pursuit and better use of your money!

Before I close, let me give you a quick test and something to think about:  When I say "Pizza"...what name automatically comes to your mind?  I'll bet you said Domino's because we've been conditioned to that brand...but is it really the place you use for Pizza?  If I say "Car"...what comes to mind?  Ford or Chevy I bet...but is it really the car that you drive?  The power of a brand  and top of the mind awareness (known as TOMA) is great, but is it really the most important thing?  We'll talk about it more in another posting.

For now, concentrate on your brand (YOU) and build your biz from that point...let branding come as a part of people saying, "Wow...that store was so awesome...they treated me so well, I wouldn't think of going anywhere else...I can't wait to tell my friends".....now there is the right kind of "Branding" we need as retailers.

'Til Next Time,

Bill Warren
Warren Marketing Systems
828-729-1020
hidden69@charter.net

You're Throwing Away Millions!!!

Yes, its true!!  You really are throwing away hundreds, thousands and quite possibly millions of dollars everyday!  How you might ask?  By tossing your junk mail in "File 13" as soon as you get it out of the mailbox!  Now stay with me here...

Perhaps you have never realized it, but some of the best marketing minds on earth come up with the ads you see everyday in your direct mail, newspapers, etc.  Just because we do not perceive them as relevant to our situation, we instantly give these valuable ads a toss into the trash.  You might think something like, "Well, I could never use that type of advertising in my business or that idea couldn't apply to me".  But oh my friend, if retailers would only consider adapting a new idea from another industry to their business, they could really hit marketing gold! 

Some of the best promotional ideas for my jewelry store have come from businesses outside the scope of the jewelry industry.  So many times, we copy what others in our industry are doing, just because thats they way its always been done instead of opting or experimenting with something new.

I challenge you today friends, the next time you stand over the trash can with sales ads, papers, direct mail from other industries...remember to check them out and see if you can adapt it to fit your business.  You may be throwing millions $$$ away!

Success,

Bill Warren
Warren Marketing Systems
828-729-1020
hidden69@charter.net

You Do What?

When you are making small talk with folks, how often does the question come up.."What do you do? or What's your profession?"  Most people would simply say something like.."I'm a jeweler or I'm a barber or I'm a Car Salesman".   Yes, I used to do the very same thing until my marketing mentor, Jim Ackerman helped change my way of thinking about this. 

You see, even when we're not actually on the job, you are still on the job and you only have a few seconds to make a first impression...right?  I used to say things like, "I'm in the jewelry business or I sell jewelry".  Recently while at a business roundtable, everyone was asked to state their name and what they do.  Here was my answer....I said:

"Hi, my name is Bill Warren and I'm in the business of making lots of women happy......(extremely long pause, then I proceeded onward to say)....with the gift of fine jewelry from my store, The Gold Mine!

Now, how do you think the fellow before me felt with his stock & trade answer to the same question as:  Hi, I'm John Doe and I'm an insurance salesman at  ABC Insurance.  Do you get the picture here?  How you introduce yourself to people really does make a big difference...who do you think the folks in that roundtable discussion remembered most?  The guy selling insurance or the guy who makes lots of women happy with the gift of fine jewelry?  Obviously, I'm biased here, but needless to say, my introduction startled the crowd then brought out huge laughter and then everyone saying..."Gee..I wish I had thought of something like that!"

Let me leave you with a thought today, also inspired by my friend Jim Ackerman and one that set our business on the road to success.  Stop thinking of yourself as a jeweler, florist, clothier, hairdresser, etc.
As owner of the business you took on a special and important mantle...you are the rainmaker...the one who calls down the storm and the one who brings in the customers.  Instead of thinking of myself as a jeweler, I've made the shift to this:  I am a marketer of jewelry and jewelry related services.  This little shift in my thinking made all the difference for me...I think it will for you as well.  We'll explore this topic more later.

'Til Then,

Bill Warren
Warren Marketing Systems
hidden69@charter.net
828-729-1020