Friday, January 6, 2012

The Campaign


 Gold plated red enamel heart bead

According to Merriam-Webster’s Dictionary, a campaign is a series of operations designed to bring about a particular result. So as February approaches, jewelry stores everywhere will be developing their Valentine’s Day campaigns. This is not as easy as one would think. There are a lot of options to weigh. Should you give away something for free to get customers into the store to browse? Should you give something special with each purchase using a broad stroke? Should the focus be more defined and be a special offer or pricing on a particular line? It’s hard to say which concept will bring in the most customers that result in a purchase.

 Also available in sterling silver

Since Valentine’s Day is the focus of the campaign it will probably be more female centric. Women who are waiting for a proposal, women who are hopeful for a special something and women who have men in their lives who didn’t get that blatant hint during the holidays and did not find what they were looking for under the tree. So to all those guys out there, now is the time for redemption. My mother in law always told me that I need to start early and be specific when dropping hints for presents, whether it was for a birthday or an anniversary etc. She figured it out after many years of marriage that unless she told her husband exactly what it was she wanted there was no chance she would get it and hinting wasn’t always a guarantee. Part of this problem is communication. While you might think you’re giving a clear hint that a diamond tennis bracelet is what you want for your birthday he will remember you mentioning a movie you said you wanted to see. There can be a disconnection between what you say and what they hear.

 Give your heart with a cute Murano glass dangle

When I say be specific, you must be really specific. Bookmark not only the website but the actual page of the item you want. If you find an ad for that perfect pair of earrings in a magazine, cut it out, find a store that sells the product and write down the address. If he is really aiming to please he will spend some time in an actual jewelry store while you show him which ring, bracelet or other piece you are looking to acquire. It is also important to remember that communication goes both ways, if you pick out the crown jewels don’t be surprised when they don’t arrive, stay on budget. This is why it is a good idea to go shopping together. You can explain your “likes” and he can hint at what is financially possible. The surest way to disappointment is unclear priorities on both sides.

 Or maybe just a little love!

So while developing marketing campaigns is important, it is also important to have a range of pricing and a diverse inventory to choose from since there may be a wide range of needs. For all those who did not get exactly what they wanted during the holidays now is the time to hone your gift hinting skills. Someone once said that people give gifts that they would like to receive themselves. So if you get electronics for a gift it is probably because there is a gadget man in your life. If you get jewelry you’ve found someone who listens and hang on to them with both hands.

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