Professional Jeweler Archive: Driving Traffic

April 2004

Image


Driving Traffic

Work Perk, a marketing program that helps jewelers reel in new customers through their employers, was a big success for Holiday 2003


Jeweler Bob Smith of E.M. Smith, Chillicothe, OH, saw a phenomenal 2,000 new customers in December, while jeweler Alan Miller welcomed more than 800 new faces at his store in Oregon, OH.

How did these jewelers manage to bring so many new customers into their stores? Credit Work Perk, a marketing concept James Porte of Porte Marketing Group has tested for several years. Jewelers in the program contact local employers and provide free distribution of a catalog of jewelry gift ideas along with a gift certificate that includes the employers’ names. The employer looks like a hero and the jeweler benefits from increased traffic.

The program includes a 6-by-4-in. 16-page jewelry catalog and hardbound laminated customized back cover with die-cut slits on the inside front cover to hold a gift certificate (the gift certificates can be customized with any denomination and can have exclusions such as jewelry repairs and layaways.) Because each gift certificate is gold-foil-stamped with the employer’s name, it appears as though the employer underwrites the cost.

The jeweler and his sales staff determine the professions, industries and employers they wish to prospect, including hospitals, medical professions, engineering and accounting firms, sales organizations, insurance companies, stock brokers, real estate agencies, builders, restaurant employees and financial advisers.

“It was rare that a company didn’t want Work Perk,” says John O’Rourke of Montica Jewelry in Coral Gables, FL. “Most employers asked how much it cost, and when I said ‘nothing,’ they said this is a no-brainer,” says O’Rourke. “The beauty of the program was that when we presented it to some of our own customers who either owned their own businesses or were in management positions, they immediately recognized the morale boost it would give their employees. The program further connected us to our [existing] customers.”

“Work Perk targets the employed and provides a new delivery system that is even more personal than direct mail because the employer hand-delivers each catalog to the employee – eliminating mailing costs and the appearance of junk mail,” says Porte.

  • James Porte, Porte Marketing Group, Weston, FL; (800) 444-6112; jporte01@ aol.com.
Program Costs

The Work Perk program comes in three versions. Costs vary according to how much the package is personalized.

Version One

The basic program is $2.50 per booklet with a minimum of 1,000. This includes customizing the back cover and gift certificate. Most items featured in the booklet are generic pieces many jewelers already have in their stores, such as three-stone jewelry, heart pendants, gold jewelry and pearl jewelry. This version allows jewelers to use existing inventory or items available for overnight delivery from suppliers.

Version Two

This version is partially customized and costs $2.50 per booklet with a minimum order of 3,000. Four out of the 16 pages use products jewelers have in the store. The inside back cover and back cover are customized also.

Version Three

This version is more customized, costs $2.85 per booklet with a minimum order of 3,000 and contains eight inside four-color pages plus the cover.


Alan Miller Jewelers distributed Work Perk booklets to employers and to an auto dealership that gives them to customers who buy or test-drive a vehicle. Miller gets additional exposure – the dealership advertises this promotion in its radio spots.
The Work Perk workbook teaches jewelers how to implement a successful program, including a list of companies to target, telemarketing scripts to use when calling decision-makers and human resource directors, marketing and cross-promotion strategies, e-mail ads and prospecting forms that are copyrighted.

Copyright © 2004 by Bond Communications