Do you do anything specific to drive word of mouth?
- We encourage young customers to like us on Facebook, give us a review. Older folks to take an extra business card to pass around. — Rosanne Kroen, Rosanne’s Diamonds & Gold, South Bend, IN
- Ask. Simply ask our customers to talk about us. Works very well if you’re genuine. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
- We offer gift certificates to the person that is referring and then when the new client makes a purchase, they also get $100 off of their first piece. — Alisha Moore, Toner Jewelers, Overland Park, KS
- Tell my customer I’ll give them 10 percent off a repair or purchase if someone new mentions them. — Todd Tinder, Tinder’s Jewelry, Bowling Green, VA
- We have a strong referral program. If you refer a friend who buys an engagement ring, you get a free wedding band. If they buy something less, you get a free bracelet. — Dianna Rae High, Dianna Rae Jewelry, Lafayette, LA
- We hold monthly customer appreciation events and invite everyone. It is a great way to cultivate talk and make friends in the neighborhood. — Theresa Namie, Stephen Vincent Design, Minneapolis, MN
- We do a lot of print advertising, which seems to get people talking. Print works! We stopped our Facebook page, even though we had over 50,000 followers. We also stopped Twitter, Pinterest, Instagram — it all seemed like a waste of time and effort! — Idar Bergseth, Idar, Victoria, BC
- Lots of personalized follow-up drives referrals. — Mark Snyder, Snyder Jewelers, Weymouth, MA
- We started with Podium, a company that integrates online reviews with our Edge POS system; we also do clienteling and send gifts to customers to hopefully drive word of mouth. — Kriss Roethlisberger, Ace of Diamonds, Mt. Pleasant, MI
- We joined a local Facebook page called Word of Mouth. It has been responsible for bringing folks in when they ask for a reputable jeweler for repairs etc. — Donnie Blanton, Brittany’s Fine Jewelry, Gainesville, FL
- Bring A Friend campaigns. My preferred customers get a discount, extra if they bring a friend, and the friend gets the discount as well. I do it maybe once a year or so. Usually brings in half a dozen new customers, and a few that-day-only extra sales (friends that don’t end up coming back regularly). — Janne Etz, Contemporary Concepts, Cocoa, FL
- For nearly 50 years we have had a diamond club. The members chat about the club benefits and that drives others to join. — Eileen Eichhorn, Eichhorn Jewelry, Decatur, IN
- Often do a quick fix and ask for nothing in return but a good review and spreading the word about us etc. It’s interactive and organic and has brought us some amazing clients and jobs. — Ryan “Jr” Karp, Cornerstone Jewelry, Palos Park, IL
- We always show something special to customers who visit the store. This week it’s a one-carat solitaire to everyone who visits. Most have never held one, much less owned one, although they have seen and heard about them. — J. Dennis Petimezas, Watchmaker’s Diamonds & Jewelry, Johnstown, PA
- Be involved in the community. Chamber events, volunteer work, special events in the store advertised on social media. — Kim Hatchell, Galloway & Moseley, Sumter, SC
- We support most every philanthropical event in the area — from grade school carnivals to post proms to Tom fighting cancer, we donate to nearly everything! — Gary Youngberg, Ames Silversmithing, Ames, IA
- Wouldn’t know what to do to drive word of mouth other than what we already do every day. — James Sickinger, Sickinger’s Jewelry, Lowell, IN
- We just work our hardest to please all customers big or small. If they are happy they will spread the word. — Amanda Lanteigne, Gold-n-Memories Ltd, Steinbach, MB
- If you treat people well and do good work, they will do the bragging for you... no need to push the matter. — Jennifer Farnes, Revolution Jewelry Works, Colorado Spring, CO
This article originally appeared in the November 2017 edition of INSTORE.
What's the Brain Squad?
If you're the owner or top manager of a U.S. jewelry store, you're invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.
The Wilkerson Way
See how one jeweler's inventory sale turned unsold merchandise into cold, hard cash.
Latest Know How Stories
- How to Sell a Treated Diamond
- This Valentine's Day, Try Your Jewelry in Bathbombs
- Don’t Believe the Haters; You Can Donate to Every Cause
- When a Client Asked to Swap Her Diamond for a CZ, Did This Retailer Do The Right Thing?
- The Overwhelming Majority of Jewelers Don't Plan to Accept This Popular Currency Anytime Soon