Greetings!

Todate, there have been more than 1,470 views of my post titled, "3,631 New Customers from a $90 Promo -- We hit a grand slam!"

If you haven't read it -- you can get caught up quickly by reading here:
http://www.copywritersboard.com/viewtopic.php?t=663

Now, my friends, I want to take it up another level... I want to build it beyond where it is! I want to blow the doors off!!!

Truth is, there are a number of directions we can go with this client's store... but one thing's for sure -- we need to get dead serious about marketing to his existing customer database, which has more than doubled since I took him on as a client.

That's why I'm coming back to the board -- to pick your brains...

I'm looking for as many innovative ideas, suggestions, methods, systems and processes you think we might try with regard to selling back to and marketing to his existing customer database.

Up to the challenge?

If you had this database in your hands -- what would you do? How would you approach it? Would you write letters (and if so, about what)? Would you do a newsletter? Would you use post cards?

Tell me... please! I'm open to your ideas suggestions, etc.

As before, I'll continue to share my results, findings and outcomes with the board -- so we all get to learn.

It's in your hands now... blast away!

Postcards. Whether oversized postcards or non-traditional holiday cards with special offers. Unlike Christmas, send postcards on Memorial Day, Thanksgiving, store owner's birthday, etc. An oversized postcard has a lot of real estate for copy. I would also, if possible, try to collect special dates from clients... anniversaries, birthdays, and anniversaries of their "first" purchase.

Another idea is to create "trade-ins" and "trade-ups." They can trade-in or trade-up their current jewelry for another of equal or higher value (likely the latter). If they don't take trade-ins, you can even JV with a neighboring pawnshop and have one of their reps in the store -- or give coupons for a free assessment of their jewelry. (Another idea tied to that is to JV with a "fashion" jewelry store, i.e., designer accessories and not real jewelry, where if they come in, buy jewelry, you give them coupons for the accessories store -- and vice versa.)

Another idea is an "open house." A wine and cheese fest, where you open your doors all day. But make it an event, and have "speakers" on location do special presentations all day, like "how to clean and take care of your jewelry so their shine lasts," "how to appraise (or self-appraise) precious heirlooms," "warning signs yo watch out for when using a pawn shop," "how to log your precious itemsfor insurance purposes (what insurance companies forget to tell you!)," etc, etc, etc.

Make it a big event. Have "mini-shows" throughout the day. And at the same time, when the traffic is in the store, collect info, make offers, handout door prizes, write press release to make it an event some reporters will come and report on it, JV with non-competing businesses who would love to be a part of the event (and have THEM promote the event to their clients, with a special "employees-only" gift for "x" number of people they send in, etc)... and so on.

Thanks, Michel...

Definitely getting the juices flowing!!!

JP,

After owning a small chain of consumer electronic stores... a flower shop, a coin shop, a pawn shop and a natural food store the absolute #1 selling event I ever participated in directly or worked with a client on was a "Private Letter Sale". There are a number of ways to structure it but a one-page sales letter with event "ticket" is the best I've found. You can do it over the course of one day, a couple days or stagger it even more if you wish BUT it has to be be first class and "special". You need food and beverages. You also need the promise of strong "deals" being offered.

I often was able to do a month's worth of business within one "Private Letter Sale".

Mike Winicki
Author of "Killer Techniques to Succeed with Newspaper, Magazine and Yellow Page Advertising". http://www.bigfatnoise.com/mikesbook.html

JP,

I was going to suggest something similiar to Michael's idea. Hold an exclusive, customers only event in the evening. Showcase new lines of jewellery and exclusive designs etc. Offer people a discount before it goes on sale to "the public".

But, (and here's the analysis part - yawn!), you need to know what the objectives are in order to plan the promotion, and who the target market is and what they want. Is it better for the store owner to maximise sales on lower profit margins, or is it better to sell fewer items but at higher margins? Is the target market stratified in any way - wants exclusive designs, wants rock bottom prices on mass produced jewellery? Clearly one type of objective with one type of market will need a different style of promotion to another.

HTH,
Jane