Get "Secret Formulas of the Wizard of Ads" by Roy H. Williams and check the index for jewelry stores. Williams talks specifically about non-sale ads for jewery stores and how to help create year-round demand. (including the "no reason at all holiday").
Neil
Thanks Neil.........I do have one of the Wizard of Ads books............will check it out!
Hi Lori - We've found the best way to get a client 'locked in' to radio is by providing them with a custom signature they can use to build equity in their 'brand'. As more of your listeners get to know it, they walk into your client's store humming the jingle. And for the first time, your client will be able to 'measure' radio. Both of these examples are locally-owned, one-location businesses. Both of them have become regular radio users as a result of the success they've seen.
1. Opal Fields - Honolulu HI - one location, specializing in opals and fine gemstones. Because opals are mined primarily in Australia, you'll hear some didgeridoo in there!
2. VandelDool Jewellers - St. Catharines ON Canada - specializing in diamonds and engagement rings.
Let me know if you'd like some more - jewellery is one of our biggest categories.
Thanks so much for sharing Rebecca!!
Panning for Diamonds is always a huge hit... have a bowl of CZ stones with a couple real diamonds in there. Those who find the real diamonds win them! They can then pay to have the diamond set in any piece they want.
Focus on the beauty of a dimond. And how it makes a woman feel. Hunting season is coming..you can talk about how for guys its guns and hunting that get them excited.. for wives its jewelry! YOu could use my above idea and call it "hunting" for diamonds.
Maybe try to help them come up with a tag line for thier commercials... that usually helps sell a campaign too.. soemthing they can make thier own and listeners can begin to identify with them!
Great ideas! The do have a tag line......."where the difference is service.......and knowledge". It works to differentiate them from the chain jewelry stores. I like the "panning and hunting" idea alot.......thank you so much.
Have a happy day!
Lori
Oh Amy I love it!!! Don't know if I can get the client to do it.............but I am sure going to try!!!!! Thank you very much for the idea.
Have a happy day!
Lori
Incidentally, Roy Williams is making the "Secret Formulas of the Wizard of Ads" along with two other of his books, available as FREE downloads here: http://www.rhw.com/youll-laugh-youll-cry/
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