Look Book

36 www.thejewelrybook.com When the Deepwater Horizon industrial oil spill happened in the Gulf of Mexico in the spring of 2010, many of Daniel Schuyler's jewelry-store rivals withdrew from advertis- ing out of fear of how the market would react. While distressed, Schuyler, whose Lily & Co. Jewelers is located in Sanibel, Fla., stepped up efforts instead of slowing down. "That is the best time to increase ad- vertising to capture the market loss from competitors," he says. Considering how Schuyler was then able to nab superior positions across multiple publications, hotel rooms, and even lac- quered tables in a busy restaurant, the move was a good one. "I was able to capture all the premium spots–I own all of them and have since then," he says. "Don't take your foot off the gas pedal, especially when your competitors stop or slow down." For more marketing magic from store- owners, read on to see their top tips to dominate markets this year. Dominate the social media channel that makes sense for your store. For private jew- eler Laura Stanley in North Little Rock, Ark., that medium is Instagram because jewelry is so visual. Under the handle @lauradiamondswow, she tries "to post a minimum of once a day, sometimes two or three times," she says. That account is linked to her personal and professional Facebook accounts, as well as Twitter and Tumblr, to get the widest reach per post. Also take quality photos and vary content to highlight other products or services. "Any platform could be maximized as long as it gets your full creativity and attention," she notes. Dorothy Vodicka of The Gem Collection in Tallahassee, Fla., agrees but notes the importance of reaching custom- ers where they live (not where you want them to). That could be Instagram, but it could also be Facebook, Pinterest, or even YouTube. "Spend the time and money on the one that is aimed at your target customer," she advises. Connect with people in places where they're invested. Khatchig Jingirian has learned this through fi rsthand experience. The president of Smythe & Cross in Los Altos, Calif., fi nds that the most effective print publications to advertise in are subscriber- based versus free. While both types target specifi c demographics, he sees a better response rate when he promotes his store in an outlet with paid circulation. In recent years, Jingirian simultaneously advertised the same luxury jewelry brand in a local lifestyle publi- cation with free circulation and in the San Francisco Chronicle. The result? Two calls and a sale from the paper, and nothing from the other. Plus, the Chronicle ad cost less. "I fi nd that if people don't actually sub- scribe, their interest or likelihood of read- ing the source is much lower than those who do subscribe," he explains. Nurture relationships like plants. Fresh- cut fl owers are beautiful for a short-lived bloom, but plants will please over a lifespan so long as they're properly cared for. Frank Goss of Frank Goss Goldsmith in Bellingham, Wash., subscribes to the tedious– but rewarding–task of tending to clients like plants for a lifetime of benefi ts. "Customers are precious commodities and not an income source or a onetime hit," he observes. "The better your relationships, the better your referral rate." A customer whom Goss met 30 years ago through a donation to a nonprofi t became a longtime client and referral source. Following the event, Goss made his wedding set and did about $100,000 more in business over the fi ve years that followed thanks to recommendations to friends. The fellow is still a client today. P R O M O T I O N S I N T H E N E W Y E A R M A R K E T I N G R E P O R T Top tips from jewelry-store peers on how to master promotions in the New Year. Marketing Mojo BY JENNIFER HEEBNER Assael John Hardy

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