Retain your customers by using gifts effectively
Jun 20th, 2008 by shop-universal-best-buy
Retain your customers by using gifts effectively
We have all felt at times that advertising is extremely important for any business to grow. Though scales may vary depending upon whether you are a multinational company, a large company or a small outlet, each and every business needs it to ensure that a positive awareness is created. From the time a business is started there is a need to use advertising to create awareness of the business that exists. Advertising is necessary for a business irrespective of whether the business caters to the local audience or those that are out of town or even international. The only thing that changes is the type of advertising that one needs to choose.
It is also pertinent to mention here that the effectiveness of a campaign does not only depend upon the amount of money that you pump in the advertising campaign. The content, presentation and the communication are equally important. In fact, if the content or the idea behind the campaign is great, one probably needs to spend a lower amount of money on the media itself to get the desired outcome.
Though there are large advertising agencies that will help promote large multinational companies, there are enough initiatives that a smaller enterprise can also take. One of such ideas is that of giving away gifts to potential clients. Even though it is a fairly simple activity, many business units fail to take advantage of this opportunity. Branding of the gifts is not essential, it is the act that counts. No one is likely to forget the store where they were made feel special. Since personal rapport and trust are key drivers in the jewelry business, such a personal gesture can go a long way.
Note that the gifts that you give away do not need to be expensive ones. The monetary value of the gift is not important. What is important is the fact that you are giving away something and it is the act of giving that really counts. You can buy various items in bulk and then decide to give them away to various categories or classifications of customers. You can make classification of your customers on the basis of first time visit, potential clients or one who actually bought something and low cost goods purchaser versus those who had bought high value goods.
Some of the gifts that can help you make up your own customized list are:
- Key chains with of various shapes and patterns with the logo of the store can be easily given off. Make a point not to embose the companys name in bold prominent letters. In fact avoid the name and retain just the logo. You want the people to use the gift and not advertise your product. Gifts with big brand names printed, usually sits in the junk yard or their cupboard.
- Caps, soft toys, playing ball and the like are also good gifts that you can give. These gifts go down extremely well with the customers since they can keep their children busy while they browse through the various offerings that you have on display without being disturbed. It is okay to print the name of your store on such items since the kids are not likely to mind the name as long as they have a great game or toy to play with.
- A lovely jewelry box or cloth pouch to store jewelry is another relevant gift to give. Remember that bulky boxes are not appreciated these days and small fancy storage ideas are considered a much better option. If you have to, then make sure that the boxes that you use are designed well. The customers would surely retain the boxes for its uniqueness. And the customer will feel special too.
A good small inexpensive jewelry like an earring, or pendent from your own shop is also a great idea for those who purchase high value items. The customer is most likely to wear them and then tell others about where they got it from. Showing off the free stuff is quite the ‘in’ thing since it displays the value of the customer in the eyes of the store. This word of mouth advertising is probably the best outcome of these small gifts and there is no way in which you will be able to beat this word of mouth advertisement.
- A good letter pad with your water mark logo, which they’ll always keep on their desk, may be a good reminder for the men folk to get their wives to that particular store every time a new item needs to be purchased.
Most traditional jewelry businesses have made their monies based on trust and personal relationships. For some reason, even though the jewelry business has become more corporate, the essential personal touch and faith remain key drivers in success. Though it is far easier for the local businesses to embrace this promotional suggestion, those that cater to non-local clients can also adopt this strategy. All customers, where local or not, would be thrilled to receive a token of appreciation from the store that they shop in.
Mithun Rao holds a professional degree in gemology and jewelry design from Mumbai and has spent more than 10 years in the industry. He manages his own jewelry business and takes out the free time to write and maintain his site on gemstones and jewelry business industry.
Retain your customers by using gifts effectively / Author: Jewelry Professional
Occupation: Jewelry Professional
Mithun Rao, a jewelry professional, holds degree in gemology and jewelry design from Mumbai and has spent 10 years in the industry (incuding running his own jewelry shop). With an obsession for gems and precious stones, he also shares a passion for music, painting and wishes to explore new places, and understand new cultures. He owns and manages the gemstones and diamonds site www.gehnabazaar.com
