Jeweller - March Issue 2017

MOTHER’S DAY
While Coulter believes a Mother’s Day display should be installed
between two and three weeks prior to that special Sunday, Sigrid
de Kaste, a former jeweller and marketing consultant and director
of Stickybeak Marketing, adds that preparations can start as early
as the Christmas before.
“I suggest starting customer research around this [Mother’s Day] as
early as Christmas,” de Kaste says. “Gather what the customers say,
keep records and then use the customers’ words and likes to create
your marketing three weeks out from Mother’s Day.”
So the display is up and running but when should it be taken down?
“No one really wants to look at Mother’s Day the day after Mother’s
Day,” Coulter states, adding, “I would say get your Mother’s Day
window display out [after Sunday close] and replace it with
something really clean.”
“It doesn’t need to include props or anything because you’ve just
put a lot of energy into the Mother’s Day installation. Give yourself
a proper break; give the consumer a break by paring it right back
and then think about what the next holiday is that you can start
preparing for.”
DIP FOR A DIAMOND
When asked if she has any out-of-the-box examples of how jewellers
can stand out from the crowd and increase sales, de Kaste recounts
her ‘most successful’ Mother’s Day promotion, Dip for a Diamond, held
when operating her jewellery business.
“We put one quality diamond into a glass jar filled with hundreds of
cubic zirconia of the same size,” she explains.
“The activity started about two weeks out from Mother’s Day and
customers were encouraged to participate by filling in their details
on a slip that went into a box in the shop. They would then use a
pair of diamond tweezers to pick one stone out of the jar, which was
immediately tested.”
Customers who missed out on the diamond were offered a Mother’s
Day special where they received a complimentary second cubic
zirconia to be made into stud earrings for a set price.
“We also offered to draw the diamond at the end if no one picked
it – hence the details kept – and we made a big deal of the final day
for customers to come into the store for the draw with lots of other
in-store specials,” she adds. “There are many ways this activity can be
used with other jewellery and in other forms – think outside the box
but inside your customer and target market.”
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