Timepieces:News

Call today to arrange that promotion with your watch representatives

Gathering five representatives from major watch companies doesn't happen overnight. As Chad Schreibman of Alson Jewelers in Cleveland, OH, discovered, it takes months of planning to organize a multibrand watch event.

Schreibman held his first Swiss Watch Event in May and is already planning his second one for next spring. Such early scheduling is necessary because of heavy demand for representatives of high-profile watch companies.

The lesson: contact your watch company reps eight to 10 months before your event. "They can schedule your store, you can make arrangements knowing which brands will be there and the watch firms can put their time and money into a well-planned event."

For his store, the downtown guild location in a four-generation family jewelry business that also includes 16 Alvin's Jewelers, high-profile watch brands are integral to a successful event. The two-day 1998 event featured representatives of Cartier, Ebel, Movado, Raymond Weil and TAG Heuer.

Schreibman, who with his brother David manages the business, spent about $15,000 on mailings and ads to promote the event. Traffic was heavy and watch sales totaled 24, compared with 10 in a normal two-day period.

His long-term plans: double the store size next year, expand the watch department and add a full-time watchmaker to his five-person jewelry bench staff.

Promoting an In-Store Watch Event

Preparations Contacted watch representative 8-10 months in advance. Arranged direct mailing to 35,000 former and potential Alson shoppers. Placed "watch giveaway" entry form in direct mail and in store. Arranged 8-minute guest spot on local morning TV show. Spent half of April ad budget on radio ads; mailed press releases. Contacted Swiss consulate for flag flown on store. Arranged food, including Swiss chocolates. Doubled manufacturer's warranty for watches sold during the event. Flew banners provided by watch suppliers in the store.

Results Ensured commitments, wider product range. Many first-time shoppers visited because of the event. 210 people brought the forms with them, 100 more mailed them in. John Sullivan, general manager, discussed watches and their celebrity owners plus general watch topics. Maintained store image while promoting the event. Generated interest from passers-by. Enhanced prestige. Increased customer satisfaction. Point-of-sale promotion. Brand names stirred interest and visits.

– by Michael Thompson

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