Keeping the Thing..."The Thing!"

Let me ask you a question - how many of you are bombarded daily with things that seem to pull you away from the important task of running your store? You know, you have three civic groups wanting you to donate an item for an auction or you’re hit up by someone wanting you to do a hole sponsorship for the latest golf tournament.

It seems we have time vampires all around us wanting to suck up all of our time and attention!

Since childhood I’ve been a huge Star Trek fan and I’ll never forget what Captain Kirk once told Captain Picard in one of the movie versions of Star Trek. He said something to the effect of, “While you’re captain of the ship, you’ll get to explore, do things and see things that no one else gets to see or do! Don’t let them promote you, don’t get distracted because while you’re in the captain’s seat… you’ll make a difference!” In other words, Keep the Thing, “The Thing!”

For those who’ve followed my columns over the years, you know my story - how finding success meant quitting being a jeweler per say and instead becoming a “Marketer of Jewelry” and related services to our area’s consumers. It was a subtle shift in my thinking, but a very important one.

Over the years I’ve found it easy to become distracted with day to day challenges, administration, employees, etc. However whenever I came out of the fog and realized that as “Captain of The Ship” and “Chief Marketer” it’s very important to constantly be developing marketing strategies that create the loyalty and store traffic we’ve enjoyed. 

Friends, I feel sure you’ll discover that marketing is the engine that drives your store’s business - dare you neglect it? It is easy to set aside that next e-mail blast, Facebook/Instagram post, direct mail promotion for the daily administration of business, etc. I get it! But when you do set it aside, just like letting off the accelerator of your car, you’ll slow down. 

Take 15 minutes each morning before everyone gets to work to plan your daily, weekly & monthly marketing. If that is not practical, take just one morning a week, lock yourself away and give yourself time to think about the systems that run your business. Above all else remember, Keep the Thing, “The Thing!”

"til next time,

Bill Warren

WANT TO MAKE A WITHDRAWAL? YOU'VE FIRST GOT TO MAKE A DEPOSIT

Let me ask you a question. How many times have you said to yourself, “I sure wish we were doing more business and that we had more clients coming in the door”? Answer - I’m sure all of us have thought this very thing! Let us take a look at a simple analogy…

When you go to the bank and wish to make a withdrawal, would it be fair to say you must first have made a deposit? If you ask your body to jog five miles, would it be fair to say you must first give it the proper fuel with a good meal? Then how can we as sensible adults reasonably ask our stores to produce business and clients without first marketing properly?

You see, marketing would be likened unto a farmer plowing a field and planting the seeds. Only then can he “reasonably” expect to reap a harvest. So what am I getting at with all of these analogies? Gee, I thought you’d never ask! 

Instead of sitting around living off past successes and glory of days gone by, waiting on a client to darken your door, why not do something about it? Get your calendar out and plan a succession of promotions, sales and events that will attract someone to your store?

I’ll give you a few examples that have worked well for me as of late. In the fourth quarter of 2016, I took the time to invest in doing inexpensive Facebook social media promotions that really paid off. The nice thing about this was, I could target the exact client I wanted. One ad I ran costing only $50 brought in a new client who purchased a ring for $2499 - not to shabby!

Another success was that I took the time to identify a newspaper in a small town near me that still works well. Taking a small part of my Christmas ad budget, I placed several ads in this newspaper I’d never used before. The results? Several sales from new clients who’d never visited our store or town even though they only lived a half hour away! 

Are you starting to see what I’m getting at? In this day and age, you simply have to be proactive instead of being reactive. It’s my personal opinion that gone are the days we can just open our door and wait for customers to flock in. It’s up to you to give them a reason to come visit. That reason is something only you can answer, but good marketing is the vehicle!

You’ll also discover that integration is key to your marketing success. It is not good enough to just run an ad in one medium. Take the time to plan your marketing and have key elements of it appear in each form of marketing you do. For example: combine newspaper with a radio ad combined with Facebook, combined with a well-timed e-blast to your e-mail list.

Over time, your efforts will build and start paying off with more regular visits from your customers as well as new visits from new customers! I admonish you, don’t complain to the stove about not providing heat if you didn’t put any wood in to start the fire!

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 Bring In The Bucks When The Bucks Are Hiding!

Here is a short video shot by my friend Jim Ackerman of the Marketing Wizards Alliance a year or so ago. In this video, Jim & I talk about how we've been able to consistently bring in the bucks in my jewelry store using "Out of the Box" as well as "Tried & True" marketing principles.  If these ideas worked for me and allowed me to win a marketing contest and a FREE trip to Park City, Utah...they will work for you!

Watch the video and learn at:

http://marketingwizardsalliance.com/magic-wand-marketing-contest-winner-bill-warren-shares-valuable-philosopy-with-marketing-speaker-jim-ackerman/

Let me know your thoughts...happy learning!

Sincerely,

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


P.S. - if you'll follow the ideas I've outlined in this video...marketing success could happen to you!

Adapt or Die, The Choice is Yours...

Adapt or die - that’s kind of an abrupt title for an article isn’t it?  Before I get into the meat of this, let me digress for a moment.

Like many of you, I have a deep love for this industry and the independent jeweler.  Perhaps many of you just like me have watched this industry for almost 30 years or longer.  Its been an incredible ride in my own career, that’s for sure. 

When I entered the jewelry biz as a goldsmith’s apprentice in downtown Statesville, NC, the landscape was quite different than it is today.  Some called this time the “good ole days” or the Reagan “Glory Years.”  Things were easier then, that’s for sure!

I remember in the ‘80s when I could place a full page ad in our local newspaper with several sale items such as a gold nugget watch or ring, some diamond solitaire specials and a few other things.  The ad would hit on Wednesday and by Saturday our telephone would have rang off the hook and we’d have sold out of most the items. Yes, back then it was just that easy!

Nowadays, jewelers don’t have it so good.  Many report that newspapers no longer produce results, or at least most don’t (in some unique markets it still works).  One of the comments I most often here is, “What do I do now?  Newspapers don’t work like they used to, discount sales no longer work, what should I try?”  Maybe you’ve felt the same way.

You’ve probably found that it does take quite a bit more technique to make things produce like they should. Simply put, “Jewelers Must Adapt To An Ever Changing Marketplace or Die.”

You see, I’m afraid if many of our friends don’t try to adapt and change, they simply will not be here much longer.

It really pains me to see those who could have a thriving independent jewelry store simply wither away.  Why is this happening?  I think its because being creatures of habit, we (independent jewelers) are afraid to embrace new ideas, new marketing, new lines and in doing so, many are sealing their destructive fate.

Years ago, I stopped by to visit a dear friend and mentor of mine who is now departed, Bob Deitz of Salisbury, NC.  While visiting Bob, I kiddingly asked him about a line of pocketbooks he was carrying in his jewelry store. His answer even way back then, showed what a wise man Bob really was. He said, “Bill, I’ve learned to be happy with whatever makes my cash register ring!”  And let me tell you, this man knew how to make his cash register ring!  I miss you Bob.

I say all of that to say this: “What are you doing today that is different?  What new lines and innovative lines are you carrying today that you didn’t yesterday?  Are you experimenting with direct mail and your own instore customer mailing list?  You do have one, don’t you?  Have you tried social media?  Many report great success. I’ve had great luck with it for sure!  Are you standing still or are you moving forward?”

In our store the key to success has been:

1. Using direct mail in the form of postcards, letters and other unusual devices loaded with special offers (not necessarily sales) to stay in front of our better customers.  We always send birthday & anniversary cards with a gift certificate and they work!
2. Radio to push special events and new lines to keep Top of Mind Awareness.
3. Social Media - Facebook in particular has been very important in cultivating young engagement ring clients.
4. E-mail - capturing and using clients’ e-mail to send them weekly/bi-weekly info that is important, but also entertaining.... never dull!
5. Billboards - I can’t begin to say how having a billboard in the right location with the right message has helped grow our biz!
6. Telemarketing - yes, we call our customers regularly with announcements of special events or something as simple as, “Hey Mrs. Jones, I’ve got something in I think you’d like!”

The important thing is don’t give up!  Keep experimenting with merchandise mix and marketing until you find the combination that works for you.  Please don’t give up...your business depends on it!

Let's Have A Party Instead of a Sale

Let’s turn the party music up, break out the food and drink and have some fun shall we?  That is what many of your customers are waiting for you to do!  It seems like so many retailers simply have one boring sale event after another to the point that big store sales are no longer effective.

The big question I often get from other jewelers is…”What works to get customers in the door?” Simple…instead of throwing another “Sale”, how about throwing a party? Ok, I’m not referring to a beer bash (I can see some of you snickering now), but by having an event/party that has nothing to do with price!

What??? I’ve lost my mind you’re thinking…ok,ok, hold on a minute!  This past weekend, we invited some of our best clients into our store to preview some new jewelry lines.  That in and of itself didn’t stand out but the other things we did caused this to be a “Talked About Event!”  

Our clients enjoyed music from a local keyboardist who was playing light jazz music.  They also got to enjoy great finger foods and drink while they looked around at several new items/lines that we’d brought in.  While doing so, we asked their opinions on the new lines, what they’d like to see and what jewelry they already enjoy.  The atmosphere was kept light and no pressure.

Did we do business?  You bet we did! Sales were quite brisk and our clients loved having “First Pick” of the new jewelry lines.  Even more importantly, we planted seeds for the future and our clients left many items on their “Wish Lists.”

Perhaps the thing I’d like to get across is this…independent jewelers need to be thinking about what makes their store’s fun!  You see most store’s either don’t do “Sales” or the “Sales” they have are the same type every other retail jeweler is doing.  

Yes, fun in your marketing is what cuts thru all the clutter.  Fun is what makes you stand out in crowd.  Fun is what gets your store talked about in the local community.  Having fun in your store is what makes for a healthier, longer career and happy employees.  The bible says, “A cheerful heart is good medicine, but a crushed spirit dries up the bones.”  That’s pretty good medicine for each of us if I do say so myself.

By the way, I’ll be giving a seminar at the SJTA Atlanta Jewelry Show on Saturday, August 3^rd at 1:45pm.  The title of the seminar is “How To Find Riches In The Niches Of Your Jewelry Store’s Mailing List”.  I’d love to meet each of you as we learn about how to do better direct mail marketing…see you there!