What can I do to get people to come in and buy TODAY?

Posted on by Jimmy DeGroot Posted in Blog | Leave a comment

That’s always a big question with jewelers. Let me start by asking you this; What can I say or offer to you to get you to buy a new set of tires today? If you need tires right now, all I have to do is make you a fair offer and you’ll probably bite. However, if you do not need tires right now, I’d practically have to GIVE them to you, wouldn’t I?

It’s the same way with jewelers. You have to pretty much give the farm away in order to create a jewelry-buying event in customer’s lives. And then you have to ask, what’s the melt price? Now you’re probably much further ahead boxing up that old jewelry and sending it off to the refiner rather than putting out the cost of advertising for a so-so sales event.

The reality is this. Trying to create a jewelry-buying event in people’s lives is difficult and expensive. Wouldn’t you rather just wonderfully market yourself to everyone all the time so that when THEY are ready to buy, they think of you and come in? Sounds like smarter and cheaper marketing to me.

Now, if you HAVE TO have an event or sale, the keys to success are infrequent (once a year or less), and extraordinary. What I mean here is to have an event that customers wouldn’t expect from you. Say you’re a high-end jeweler and you’re having a close-out sale. Get that jewelry in the cheapest boxes you can with big, gaudy price tags on them. Make it look like a rummage sale. Cover your windows with paper and big colorful signs. It will create a “bottom feeder” excitement AND you’ll get rid of a lot of jewelry.

Finally, if you’re going to have a non-sale event such as a trunk show or anniversary party, make it big and fabulous. Have the party for party’s sake. Anything less will look contrived and customers will smell it 5 miles away. Don’t bring in the cheese and cracker platter from the local discount shopping club. Bring in the good stuff that local people made. And create goody bags with really nice items in them, not $10 off a massage or manicure coupons. The more you show how much you care with your party, the bigger and bigger your consecutive events will be.

Refreshing Gold Buying Ads

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Gold buying ads. You’ve seen them, I’ve seen them. What do they usually look like? Piles of gold jewelry and fists full of cash…but do you really want your jewelry store to come across like a cash advance store? I think you’re a bit more classy than that.

Here is a refreshing take on gold buying ads. We have been working on our own gold buy ads for a few months now but we didn’t want to produce the same ol’ ad showing a gob of gold jewelry…. boring. We made some ads that relate to real people with that box or drawer filled with stuff they’re never going to wear again.

Check out one of them below and the rest here.

Let me know what you want

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Send me a message about what you’d like to change or fix in your marketing. I’ll address it in a weekly video or post. Seriously… I will.

A bad print ad and a not-so-bad one

Posted on by Jimmy DeGroot Posted in Blog | Leave a comment

Jason Druxman at Avenue Jewelers is my buddy and a great marketer. He won’t mind me using him as my guinea pig (or guinea stud). At the IJO show in Tampa a few years back, I gave a talk and showed the group a bad print ad and a good one.

The first ad tries to get everything in there including the kitchen sink. The conventional way of thinking here is that people will need ALL these details (like they’re gonna remember it all or better yet, write it down on their refrigerator dry erase board). They throw in the credit card info, the store hours, the fax number (who uses faxes anymore?), and my favorite thing of all…. QUALITY, COMMITTED, DEVOTED! These are nice words that sound good to the writer but nobody else gives two hoots about them. This ad is so copy heavy and filled with blah, blah, blah, it will NEVER catch the reader’s eye.

Now the second ad, a big bold headline. A headline that says something interesting. It makes the reader stop and think, “What?” And then they read the rest of the interesting and limited copy. Again, something interesting. More interesting than the rest of the ads touting ONE DAY ONLY!!!! Some may feel this copy is a little gutsy, but if you knew Jason, you’d know that this is HIM. It’s HIS personality. Now we’re BRANDING something, and it’s not the brands he carries in the store. It’s JASON. Yay! Also, Jason lost the suit, the title and now looks more like you would see him in the store. It doesn’t hurt to have great photography either. This ad is clean, easy to read and most of all evokes the comfortable feeling that completely matches what you feel when you walk into Avenue Jewelers. Thanks Jason for being my guinea stud.

Now, go forth and put some real thought into your print ads. Decide what ONE point you want to get across and scream it from the mountaintops. Or at least the paper.


It’s time for your jewelry store to go to the next level.

Posted on by Jimmy DeGroot Posted in Blog | 2 Comments

So many independent jewelers today are marketing and merchandising by the seat of their pants. They plan their advertising when the media rep walks in the door. In today’s market, these are the types of jewelers who will soon be holding G.O.B. sales. My goal for this website is to give jewelers a WEEKLY marketing class to enable you to go against the BIG DOGS and to give you marketing tips and great ads so your business will explode!

Coming soon, you will see a 5 to 10 minute video each week discussing various jewelry marketing facets. It’s completely free. All you will need to do is sign up to receive notice via email every week that a new video is posted. These videos will be MEATY and will give you jewelry marketing tips that will make your competition wonder what the heck you’re doing…. and why are there so many customers going through your door???

My first video will be huge. HOW TO OWN THE BRIDAL MARKET IN YOUR TOWN. How many engagement rings are you selling per week? 1? 5? Imagine what could happen to your business if it doubled or tripled?

Yahoo! Here we go!