Thoughts on Jewelry Advertising

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If you’re like most jewelers, you’re running the whole ball of wax.  Marketing, selling, goldsmithing, accounts payable, buying…. You get the idea.  So if you’ve decided to do your own advertising, I’m going to give you a few hints.

Make your message relevant – You’ve got to ask yourself  “Why does anyone care about what I’m saying?”  If your message isn’t interesting enough for you, then it’s probably going to be useless to everyone else.

 Make your opening statement POP – You’ve only got about 3 to 5 seconds (visually about 1 second).  Make that statement something that makes them go “Huh?”

Keep it clean – Whether it’s an audio or visual ad, stick to ONE idea and go with it.  Too much clutter is… well… too much clutter.  The same goes for your cases, walls and jewelry stores.

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Advertising Doesn’t Work

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I’ve actually heard that there are consultants out there that are telling jewelers NOT to advertise. “Unless it shows a return…. don’t do it!”   I’ve got to pull all my PC-ness off the table here are say… BULL!  Even crappy advertising works.  You know it does. Take a look at all the junk you see on TV and notice that no matter how poor the ads are, no matter how annoying the message, the people advertising are usually driving a late model luxury car, live in a pretty nice house and you continue to see and hear them.  

  The trouble with bad advertising is if the message has low impact with the      listener, the frequency has to be though the roof, raising the cost dramatically.  Take a look at any drug ad where they list the side effects of nose bleeds, ulcers, diarrhea, sexual impotence and death. Why would these companies spend all that money to tell people that they might actually die?  Be sure to have them talk with those that tell you to stop advertising.

I don’t want you to advertise poorly.  I want you to have a great ROI with messages so powerful that people come in your store wanting to hug you and tell their friends to go see their friend in the jewelry business.  It CAN happen.  And so here it is…. my shameless plug.  I can help you with that. Don’t stop advertising unless you want to start planning your GOB.  Just start advertising better. 🙂

Why aren’t my people Clientelling?

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One of the passions I have that directly ties to marketing is learning why people do what they do.  I’m very interested in their motivations.  This one is simple, but a surprising number of jewelry store owners refuse to get it. Why one of your staff would be so bold and forward as to pull out a business card and hand it to the gal at the grocery store lies greatly with YOU.  And the answer lies within the book “How to Win Friends and Influence People” by Dale Carnegie (a book that should be required in the US for ALL high school students).

To put it plainly…. You’re a jerk.

Please forgive my directness but somebody had to tell you.  Now this isn’t the only reason your team doesn’t spread the word outside of work, but it’s probably pretty high up on the list.  It’s simple.  If people love where they work and you’ve marketed yourself well and you’re nice to them and they love you…. Then they’ll spread the word.  Conversely, if you’re shaving their hours and commissions, not recognizing them as vital to your business, not showing appreciation, heck not even greeting them with a smile in the morning…. Well then you’re a jerk.  Your staff is going to show up for work and collect a paycheck and always be on the lookout for what’s next.  Duh!

Matthew 7:12 (New International Version)

12 So in everything, do to others what you would have them do to you, for this sums up the Law and the Prophets.

If this is you, there’s plenty of help. And this discussion goes on for thousands of pages.  But for now, pick up Dale Carnegie’s classic in put it to work.  Once your staff starts thinking “This really is a cool place to work!”, then call up your printer and order a bulk quantity of business cards.  Oh yeah… and sales will grow dramatically too.

Order the book from Amazon here HOW TO WIN FRIENDS AND INFLUENCE PEOPLE


Owning Bridal in Your Market – Part 2

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Part 2 – Owning Bridal in Your Town CLICK HERE


This is part 2 in my series about How to Own the Bridal Market in your Town.  I created this as an answer to so many jewelers who sell one or two engagement rings a month while the guy down the road is selling one or two per DAY.  This series represents a general guideline as to how to capture your bridal market.  Each store and market is different and therefore techniques should vary.  However, you can use this as platform to plan your marketing.  For a detailed analysis and marketing plan, you should have me come to your store, shop your competition, do some store analysis and create a plan for you.  As always… give me a call with any questions.  920-492-1191 or  Enjoy.

The Diamond Fairy

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I was working with Joe, Ben and Amy Ziemba over the holidays at J Anthony Jewelers in Neenah, WI.  They shared this video with me and I just HAD to share it with you.  This is an example of a fantastic promotion that Joel David of J David Jewelers in Oklahoma did.  I’ll learn more from Joel and get back with you.  But for now, sit back and enjoy this.  Something tells me it was a big hit.The Diamond Fairy

Going the Second Mile – A Wonderful Video

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The Bible tells a story in Matthew 5:41 about going an extra mile if you are asked to go one mile.  If someone forces you to go one mile, go with him two miles. 

It was a Roman rule that a soldier could force any Jew to carry his pack and weapons one mile.  Jesus encouraged his followers to not only go one mile with the soldier, but two, as a statement of integrity, character and a witness.  Independent jewelers can put this into practice every day and blow away the competition, especially the big, national chains.

Dan Cathy – Chick-Fil-A Presentation

In this video, Dan Cathy of Chick-Fil-A shares their phenomenal business practices that make their restaurants a cut-above and extremely successful.  This link is large and takes awhile to download but is well worth it.  I challenge you to gather your staff and ask how your store can go the “Second Mile” every day for your customers and turn them into raving fans.

Thank you Doug Meadows for being a mentor and friend and for sharing this video with us!

A Newsletter from Garcia

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So you’ve been told “You need to stay in touch with your customers at least once per month”, and somebody talked you into a newsletter.

Next step, you find the company that will provide your content, one that looks pretty and makes you feel all warm and fuzzy when you look at the vendor-supplied pictures.  And finally you send it out to your top 2,500 customers and chalk it up to… “There, I’ve been in touch with my customers.  Now they’ll love me all the more.”


 This content is fake, plastic, contrived, not-interesting, boring and will get tossed directly in the recycling bin along with the auto-generated birthday card from their dentist.  Save your money if this is how you’re going to do it.

Mark Garcia does it right.  This newsletter is fun, interesting and comes right from the heart.  His son Alec wrote and designed it.  It’s not the most polished presentation in the world, but I like that.  It makes it more intimate.  Look it over and comment on it.

Here’s to talking to our customers REAL!  Way to go Alec!

By the way, the same goes for your Facebook page.  REAL is best.

Garcia Dec Newsletter

Ladies Night.. Oh what a night.

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Many of you have Ladies Nights coming up.  I know you’re busier than a one legged man in a fanny kicking contest… so I’ll make this short and sweet.

How to have a successful ladies night.

  1. Invite a lot of people.  The best return on invitations I’ve seen is about 10%.
  2. Give goodie bags and make it nice stuff.  10% off a manicure won’t cut it and also the free facial from the Avon rep isn’t the best either.  Make it a coveted goodie bag.
  3. Encourage them to bring a friend.  They will play off of one another and create more excitement.  Offer them something special if they bring a friend.
  4. Serve great food and beverages.  Be sure to serve something in there that they wouldn’t normally have.  Be extraordinary.
  5. Get your vendors in for trunk shows.  Be especially sure to get in your fashion lines like Lorenzo, Rebecca and your beads.
  6. Allow people to purchase that night.  The original thought would be that Ladies Night was to create a wish list and they would be more prone to come if we told them to leave their wallets at home.  Not anymore.  If the girls wanna buy, let ‘em buy.  They WANT to.  It’s part of the friends playing off one another.
  7. WISH LISTS!  This is a night to make a wish list.  Offer to put them in a prize drawing if they fill one out with all the important information.
  8. Upbeat music.  Turn up the tunes and let the girls play. No Bach and Vivaldi.
  9. FOLLOW UP! Communicate with the gift givers before December 20th.  This could be emails, phone calls or handwritten notes.  The better your follow-up, the better your direct sales from ladies night will be.
  10.  Try to measure it.  This can be tough but the Edge has a great feature for tagging customers.  If you can measure your effectiveness from one year to the next, then you can really start to answer questions about how to make it better.

Great on-hold messages… Cheap!

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There are many companies that don’t want me to share this with you, but what the heck? I’m here to help YOU grow.

You can have a great on-hold message for your store that YOU can record right there at your computer.  It’s cheap, personal and your customers will actually enjoy it.  Here’s how you do it.

1. Download a free audio recording program called Audacity

2. Buy a $20 microphone from your local Radio Shack.  It needs to plug into your computer via usb or 1/8” mic jack on your computer.

3. Download iTunes on your computer if you don’t already have it.

4. Go buy an iPod.  This MUST be an iPod you can plug in and leave plugged in at all times.  It will go by your phone system in the back room.  You can use an iPod or a junky old computer.

6. Call your telephone provider and tell them you want hold music on your system.  They will come and install a 1/8” stereo cable into your system for you to plug into your junky old computer or your new shiny iPod.

7. Using Audacity, record a short message such as anything special you’ve got going on now, your store hours or just about anything fun you want to tell people.  Don’t make it polished and contrived like a professional radio announcer, people don’t want that.  Just talk like you talk to your friends.  After all, these ARE your friends calling.

8. Now you can bring these recordings into iTunes and create a playlist for your iPod.  Include a few tunes in there that you like.  I like Herb Albert’s “Diamonds” and Marilyn Monroe’s “Diamonds are a girls best friend”.  Play a song, then your announcement, then a song.  Put this playlist on “repeat” and push PLAY.

9. Call the store with your cell phone and check the volume level. Have fun with this and remember to change it up at least once per quarter.

Call or email me if you have any questions.

Winter Park Christmas Engagment Ad

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What a great time to get engaged! Christmas. It’s romantic, heartwarming and has so many wonderful feelings associated with it. I’m making this TV ad available to subscribers for $799 or you can get it for just above $400 if you buy a group of 6 ads for $2499. I think it rivals what the majors are going to be putting on TV in the next few months. Take a look.

Winter Park Christmas Engagement