One of the key characteristics of an effective marketing video is branding. Track key metrics, gather feedback, and be prepared to make adjustments as needed. Clean house — Well, this seems like a no-brainer, but we thought we’d make sure you know that no one is going to be sending a maid service in to do the honors. Making low pressure suggestions using small signs, and encouraging combined purchases by grouping items like earrings with coordinated necklaces are also ways preplanning can pay off. Those who didn’t pay up were eliminated by government death squads. You may be hosting an in-home show for a professional jewelry retailer who specializes in marketing through informal parties. It will save embarrassment and ensure there’ll be something for everyone who wants to buy. On the next page, let’s take a look at some other handy ideas that will make your first — or next — jewelry show a big success. These are just a few examples of ways you can use everyday objects to make jewelry items stand out. More than 10,000 marketers use Maropost to engage with their prospects and customers through emails, SMS, social media and more. Another inspired idea is to cover an inexpensive paint roller insert with fabric and use it to display bracelets.
It may sound like a good idea to offer a buffet, hands-on demonstration and formal presentation at your jewelry show, but less is often more. Of course, track lighting is perfect, but whatever you have to offer, like pole lamps or other task lighting solutions, will work to supplement any portable lighting that may be part of the exhibit. Check the lighting — Guests won’t buy what they can’t see. Costume jewelry is often an impulse purchase, and niceties like good lighting and beautiful packaging can transform mild interest into an eagerness to buy. To the uninformed eye, one may look very much like the other, but their chemical composition is very different. Keep the munchies modest — Like a good cocktail party, a jewelry party is about moving and mingling. Keep the jewelry front and center — You may think your illuminated étagère should get some attention, but you’ll sell more jewelry if you make the baubles the stars of the show.
Here’s an example: If the show is being held in an out-of-the-way location, provide a map with the invitation, put signs in the front yard and make sure there’s plenty of parking nearby. Make sure you have electrical service and plenty of extension cords to run along the walls and not across well-trafficked areas. To make sure your guests aren’t spending their time balancing plates on their knees, keep the food and drink ample but easy to sip and nibble without mishaps. Know your market. If your friends love jewelry but are likely to be working on a tight budget, keep the offerings in line with what you think your friends will be able to afford. What do you do if you’re not working or you’re self-employed? For this to work, you’ll have to make sure the people you include on your guest list are interested in jewelry, or that your business customers are likely to be open to the idea of looking at jewelry while they shop. It’s also a good way to make sure the benefits flow your way if you’ve attended some of your friend’s shows in the past and want to be the big winner this time around.
You’re probably familiar with the concept from lingerie shows and cooking equipment parties you’ve attended. Lose the pets and small children — Jewelry shows are adult indulgences, and pets, young children and snickering teens could put a damper on the proceedings. Rearrange the furniture — Having one or two tables filled with jewelry items is bound to create a bottle neck. If you’ve ever seen a craft table loaded down with earrings, bracelets and necklaces, you know how many small items there are to deal with. In this age of a limitless information superhighway, it’s much easier to break down geographic barriers that connect sellers with buyers. This includes comparing the information that you provide with the information they have received from other sources. You don’t have to get carried away, but do make sure there are places to sit comfortably as well as a number of stations where guests can try on jewelry in front of a mirror.