I N
T H E
LOUPE
The Ultimate Jeweler Resource
December 2015 Issue 64
PERKS FOR REGISTERING BY DECEMBER 29 • one $250 travel voucher for each qualifying store, courtesy of our very generous vendors • up to three consecutive nights’ stay at the host hotel, the Hyatt Regency Phoenix • buying discounts, via RJO Purchase Vouchers, allowing qualifying members to save up to an additional two percent on what you buy from vendors • one $10 lunch coupon (for concessions on the Buying Floor) for each store, courtesy of your generous RJO vendors
Y
ou surround yourself with obvious treasures everyday. From gems to heirlooms, from stones to gold, the listing can go on and on. But you may miss out on many of life’s hidden treasures, such as great ideas, smiles, laughs, successes, and challenges. These—and more— will be on full display at our Buying Show at the end of January in Phoenix. We’ll be recognizing RJO’s 50th anniversary year, and we’ve created a Buying Show that lives up to that occasion. Our seminars and educational offerings have never been more timely, the new items and services from our vendors will be inspiring, our speakers will be uplifting, and all in a setting that is as welcoming as it is warm—Phoenix. Every day during the Show, we’re sure you’ll come across numerous hidden treasures, and we’ve worked hard to make sure they’re not all by coincidence. We’ve arranged special discounts, travel vouchers, an auction, giveaways, great food and drink, coupons, prizes, contests, a Sunday gathering, and much more. Hey, we’ll even comp your hotel room for you! So come join your RJO colleagues at the RJO Spring Buying Show in Phoenix, and be part of this treasure-filled celebration!
HIDDEN: SILENT AUCTION SAMPLERS During the Phoenix Buying Show, a silent auction to support the RJO Foundation will be held. In this issue we’ve hidden some Sampler items that will be up for bid.
BUYING SHOW REGISTRATION QUESTIONS? If you’re a jeweler member, call Kristi Nelson in the RJO office at 800-247-1774 or e-mail: kristi@rjomembers.com with any questions. If you’re a vendor member, you should contact Mary Harger at 800-247-1774 or e-mail: mary@rjomembers.com with any questions. The Registration Deadline is December 29. Just go to: www.rjomembers.com, log in, and go to the Buying Show section. You also may complete the Registration Form located on the last page of your Registration Packet, and mail or FAX it to the RJO office: P.O. Box 1045, Newton, IA 50208. Fax: 641-792-9251.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
In the Know with RJO by RJO CEO Mary Peterson RUN FAST! YOUNG CHILDREN ENJOY RUNNING FAST, or at least we think they do. Think of all those relay races we had in elementary school or the times parents had you run around the house to get rid of some of your energy. Don’t you wish— as an adult—you had some of that energy back? What were we running fast from (or to) as children? Was it to escape the confinement that someone else was putting us in? Was it because we were bored and it was something to do? Were we running into the secure arms of someone that loved us? Was there As we start something scary, real or imagined that we the year, it were running from? No matter the answer, might be it always felt good to worth thinking be free of confinements, escape about running the scary things, and to run into those arms fast! and be held. Running around as a kid allowed us to be free. Think of children you see in a restaurant or store; they are being told to sit still or stay close and to not run. In school you could never run down the hallway. Why? It is because we are being taught at a young age that there is a social norm where “good” kids always sit still, and do not run or goof around? Let’s think about this in adult terms. In a mental sense, there are plenty of times I wanted to run fast and get away from those confinements or in to someone’s arms. There have been a few meetings that, in my head, I ITEM Sampler RJO Foundation Auction have run right out of the room. Phoenix Buying Show I wonder if all that social norm of “No running!” has affected us in many ways? Why did we not let a little chaos happen in school and let the kids run in the hallways every once in a while? It is hard to let some things go or put them into Mary Kay Cosmetics perspective. How many times Gift Basket
have I said to my son “Do not run, slow down?” He usually switches to skipping. Why is this? It is because he is usually excited about something, wanting to get somewhere quickly, and is just passionate about life. Just think of the message I send when I say “Do not run.” Do not be excited, do not be passionate, and stay in this assigned area. As adults we do not run fast anymore. Well, not for the right reasons anyway. We run away from things we need to confront. We run around in circles sometimes. We run on empty. We run too fast as we try to get so much done. We do want everything to run fast for us, like our computers, deadlines, meetings, and our brains. If we acted more like a kid again, and with a playful spirit, maybe we could put new meaning to “Run Fast.” To run fast would mean to have that sense of freedom and to escape the confinement we allow others to put on us. We would actually run into people’s arms we needed to be held by, and not hesitate. We would run, skip, and jump up and down when we are excited about something. We would allow ourselves the sense of freedom when we let our minds run open and free in honest dialogue with one another. Should it not be okay to run in the hallway every once in a while and create some chaos? It could be the wisest decision you ever made. Compelling Questions • What have been some situations you have run fast from, and why? • If you could run fast to your favorite space, where would it be? Why is that space worth running fast to? • What stops you from running fast in the hallway? • What, to you, is worth slowing down for? • Where, or in what situations, would you like to create chaos in?
RJO CEO
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
From the RJO Chat Channel THE CHAT CHANNEL ON THE RJO WEBSITE (www.rjomembers.com) hosts a variety of interesting discussions each month. Here’s an edited post from a few weeks ago—and responses to it—that can be found in the RJO— Open to RJO Jewelers Only area, under the heading “Maternity Leave”
SERVICES Centralized Billing Patronage Dividend RJO Website (rjomembers.com) Buying Shows (Fall/Spring) RJO Chat Channel RJO Foundation In the Loupe – RJO’s newsletter Free Print and Radio Ad Library (on the RJO website)
Response One: How much does she sell? If she works her own client book—and her per-hour production as a sales person is worth it—keep her on by all means. Or is she more of a manager? Is the position of assistant manager a part-time job, where she then did some sales, but only to help out? It totally depends on who she is and what she does for you.
Educational Seminars (at the Buying Shows)
Member-to-Member Incentive Program (Recruitment Program)
Organized Buying Trips to Antwerp and IdarOberstein, and Israel RJO Directory Travel Vouchers at Shows (offered at varying times)
Free Hotel Room Incentive (at the Buying Shows)
RJO Informational E-mail Blasts (at the Buying Shows)
RJO Membership Certificate
Private Label Credit Card Service JewelConnect
Response Two: Some years ago we were in the exact-same position. Our employee came back as a part-time sales associate with no managerial responsibilities. The arrangement eventually evolved into a position where she would fill in for vacations, sick days, Christmas/Valentines Day, etc., with no set scheduled hours. I always say give it some time to evolve and resolve.
RJO Foundation Board News Make sure to check out and bid on the Silent Auction and Raffle items donated by our Foundation Board and our generous vendors. All proceeds go to the RJO Foundation to support educational scholarships for members.
Purchase Vouchers
Education on the Go Podcasts and Webinars
Post: My assistant manager—who was full-time—just had a baby, and by all indications she may only want to come back on a very part-time basis. I’m thinking maybe three days a week, and she probably won’t work Saturdays. She has been my “right hand,” my top salesperson and my highest hourly paid. I also gave her an additional two weeks paid leave for the baby. I’m hoping she will be back full-time, but she gave me this information a week before she left. Do I bring her back at the same pay rate? Do I just replace her?
Silent auction items will include a one-week condo stay at Lake of the Ozarks; a suite upgrade for the RJO 50th anniversary in Indianapolis; an iPad mini; gift cards; specialty baskets and much more. The Silent Auction and Raffle items will be on display in the Idea Center on the Buying Show floor Saturday and Sunday, with winning bids revealed at the Sunday evening gathering. A listing of many of the items up for bid is “Hidden” elsewhere in this issue of In the Loupe.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Third Annual Next Generation Experience Set for May PLANS ARE BEING FINALIZED for the RJO’s third annual Next Generation Experience, set for next May 14-16, at the Hyatt Lodge in Chicago, IL. Entitled “Creating Ultimate Jewelers of the Future,” the two-day Experience will focus on three theme topics: Personal Development Skills, Business Development and Design for the Future, and Next Steps. The curriculum for these areas covers a variety of topics, including: Strategic Thinking & Change Management; RJO & State of the Industry; Making Choices: Choosing What to Do and What Not to Do; Managing and
Communication; Dealing with Conflict; Setting Core Values; Your Business “WHY;” Establishing Your Business Operating Vision; Developing Your Diamond Industry; Millennial Impact and Cultural Change; Leading By Example; Next Generation; How to Stay Motivated; and Being Part of a Team
a rate of $135, plus tax). All meals, breaks and course material will be provided by RJO and its sponsors. RJO will send a hotel link as the event draws near. Contact Hannah Green at hannah@rjomembers.com, or call her at 641-792-4900 to register. Space is limited; it will be a first-come first-serve basis.
Participants should have worked in the industry for a couple of years and be interested in continuing their career in the jewelry business. There is a $100 registration fee for this program. Attendees also will be responsible for two nights at the host hotel (at
Jewel Connect: "Custom" Is Not Just For Jewelry EVERYONE AT RJO is probably familiar with JewelConnect.com, the system used by more than 500 RJO members and now in its fifth year. The team has been busy designing RJO group web marketing systems from the outset, but that’s not the whole story, the company announced recently. “Our model is not unlike jewelery sales when you think about it,” says Andy Boundy, JewelConnect’s system designer. “You have your ready-to-go offerings, of course, but there are also those clients who really want something unique. These are the sort of people with lots of ideas, for whom retail jewelers create custom solutions—and working with them can be a lot of fun.”
safeguards, timers and auto e-mails, meaning the store did not have to do much more than decide item starting prices and reserves. In some cases— and a little unexpectedly—bidding wars ensued, pushing prices up well above reserves.” “There’s an almost unlimited number of marketing campaigns and systems that can be utilized for jewelers, both inside and outside the JewelConnect ecosystem,” says Boundy. “The return on investment and, specifically, local marketing value, can be much higher than other media options if you can find the right strategy for your unique client-base”. The JewelConnect team, including Boundy, will be in Phoenix, as they attend every Buying Show, and they are ready to talk to members about their ideas.
Like custom jewelry, Boundy explains, these unique systems can cost more and take some time, but the options become restricted only by the user’s imagination. In this way, even complex computerrelated strategies mirror long-standing jewelry sales options, with custom design augmenting the readyto-go inventory in the showcases.
“It’s fun to talk about JewelConnect obviously,” he says. “It’s our baby and can do so much, but the custom stuff is great fun to get the brain working.
Boundy shared this example: “Recently, the JewelConnect team installed an auction system on a retail jeweler’s website, allowing that jeweler to advertise a public auction and a bidding system for items in their stock. The system was set-up with price
JewelConnect can be contacted at www.JewelConnect.com, sales@jewelconnect.com, by phone at: (641) 954-5051.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
ITEM Sampler RJO Foundation Auction Phoenix Buying Show
A Week in the Ozarks
Vendor Profile
Lustour: A Greener Approach for Diamonds LUSTOUR, INC. GETS ITS NAME from a stone that the company offers—the Eternal Fire. It is unique in many ways, but not the least of which is the fact that it is a carbon-based stone grown in a lab, which can then be cut to create the perfect heart, arrow, or other shape. Because it is carbonbased, this cultured stone has similar properties to the diamond. “There are many benefits to choosing a lab grown stone versus a mined diamond,” says Pia Aiya, Lustour’s Director of Marketing and Sales. “Lustour stones are a fraction of the cost of a mined diamond, and they aren’t more expensive with size. They are $675 (MSRP) per carat across the board—regardless of size, shape, or color. Additionally, it’s a great green alternative to a mined stone.” Lustour is located in Atlanta, GA, and is actually three businesses in one. The company is run by Sunny Aiya, a third-generation jeweler. The oldest line in the company just celebrated 30 years, but Sunny has been around jewelry his whole life.
has an LED replacement for just about any bulb a jewelry store might have. We are able to guarantee the lowest prices in the market.” Not many jewelry vendors are able to offer such a variety of products, but Lustour does, and does it with confidence.
“Next year we will be expanding the fashion lines under Aiya Designs,” says Pia, “including adding more price-point pieces to the PiyaRo line. We’ll also be adding quite a few new pieces to the Magnafire line. The Magnafire line has a patented head that makes your quarter-carat look like a half and your half look like a one-carat. We’re hoping to have some great fashion rings and twostone rings ready to show at the Buying Show this January in Phoenix.”
“We pride ourselves on quality,” says Pia. “Whether you’re looking at our stones, light bulbs or jewelry, we stand by our products. Lustour stones come with a lifetime warranty, and this includes anything the jeweler or customer might do to the stone. Even with our lightbulbs, the newest ones have an Americanmade CREE chip that processes the light better than other bulbs with higher wattages. As for our jewelry, we only use good quality diamonds—typically this means H color, SI or better diamonds.”
“As always,” she continues, “we offer dollar-for-dollar stock balance against, and towards, all of our lines. For our lighting, we will offer free lighting consultation for RJO stores looking to convert to LED lighting. For larger projects, we will send a consultant out to your store to draw up plans and do a lighting evaluation.”
Lustour works to keep its offerings and services varied, while taking into account the interests of the retail jeweler.
Lustour, Inc. is located at 152 Prospect Place, Johns Creek, GA. Phone: 678-624-1402. Website: www.lustour.com
“Our company is actually comprised of three different branches,” explains Pia. “Lustour, Eternal Fire, is a lab-created stone with similar properties to the diamond. The second branch, Aiya Designs, mostly makes bridal and fashion pieces in 14K gold and diamonds. Umbrellaed under Aiya Designs is also PiyaRo which is an Italian made sterling silver, yellow gold and diamond line. The final branch is Jewelry LED. This branch
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Focus of Overseas Trips Evolves as it Enters Its Fourth Decade FOR MORE THAN 30 YEARS, RJO has hosted annual trips to Europe’s jewelry centers, and during this time the travelers have come back with heartwarming stories of camaraderie and great sights, and tales of memorable adventures. All of this was always expected and has served as a great reason to go. Over the years, though, it has become clearer that these trips are terrific for business and can be a smart financial strategy for retailers. As such, 2016 will see the trips promoted for their “Profit Advantage” and supported by a new logo (at right) and a new “How-To” guide for travelers. This guide enumerates benefits of promoting the trip, keys to running the promotion, tips to create opportunities and sales for your customers, a listing of promotional materials available, and a helpful guide to closing the sale.
“Comments from participants are always positive,” says RJO CEO Mary Peterson, “and a recent one from a firsttimer emphasized that these annual offerings are more than just pleasure trips.” The comment read, “The buying trip to Europe is an excellent opportunity to brand your store. In talking to one of the vendors in Antwerp, we talked about bringing more education to turn the experience into one where you come back more of a diamond expert. If that happens I could see the program growing and becoming a must-attend annual event for me.”
2016 Dates First Europe Trip Hosted by Liz Schlauch & Jeff Horlacher Antwerp: October 8-13 Idar-Oberstein: October 13-17 Second Europe Trip Hosted by Connie & Steve Matsen Antwerp: October 15-20 Idar-Oberstein: October 20-24
RJO members who participate in the sponsored trips to Europe find it to be an excellent business decision. The business is also mixed with a nice sampling of Europe. Here an RJO group visits the Castel Cochem, built more than 1,000 years ago, in Idar-Oberstein.
To learn more about this great opportunity, contact RJO trip coordinator Connie Matsen (cmatsen@rjomembers.com)
NEW MEMBERS Bryan Jewelry Lynn Bryan Young Prattville, AL
Komara Jewelers Bob and Rob Komara Canfield, OH
MarBill Diamonds and Jewelry William Horrell Belle Vernon, PA
Jewelers referring new members to our group will receive a $1,000 finder’s fee for their referral, payable after a new member has been in good standing for at least six months.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
REGISTRATION DEADLINE IS DECEMBER 29
ks • Buying Show Perks • Buying Sho RJO Members Stay Free
Discount on All Show Purchases
Sunday Lunch Coupons
Purchase Vouchers
$100,000 - $149,999.99: 1% $150,000 - $199,999.99: 1.5% $200,000 or greater: 2%
Get a $250 Travel Voucher ITEM Sampler RJO Foundation Auction Phoenix Buying Show
Vacation at Mt. Rushmore
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
SHOW AND EVENT SCHEDULE FRIDAY, JANUARY 29 Half-Day Training Session with Kate Peterson, 1 - 5 p.m. Mystery Castle Tour, 1 - 3:30 p.m.* RDI Diamonds Training Seminar, 1 - 4 p.m. Pink Jeep Tour, 1 - 5 p.m.* The EDGE User’s Meeting, 3 - 5:30 p.m. Early Member Show Registration, 4 - 6 p.m. Idea Share Meeting, 5:15 - 6:30 p.m. Stand Up Live, 6 - 9:30 p.m.* Phoenix Brewery Tour, 6 - 9:30 p.m.* Gems One Marketing and Branding Meeting, 7 - 9 p.m. JewelerHub Seminar, 7 - 9 p.m.
SATURDAY, JANUARY 30 Seminar Attendee Continental Breakfast, 7:30 - 9 a.m. Seminar/Show Registration, 7:30 a.m. - 12:30 p.m. Seminars, 8:30 a.m - 12:20 p.m. General Membership Meeting and Luncheon, 12:30 - 2 p.m. Show Registration, 1 - 7 p.m. Richard Hight, Keynote Address, 1:10 - 1:55 p.m. RJO Idea Center, 2 - 6 p.m. Buying, 2 - 7 p.m. Welcome Reception, 5 - 7 p.m. Next Gen and Succession Reception, 6 - 7 p.m. Overseas Buying Trip Reception, 7 - 8:30 p.m.
Sunday Evening Gathering: RJO’s Hidden Treasures
SUNDAY, JANUARY 31 Show Registration, 8:30 a.m. - 5:30 p.m. Member/Vendor Breakfast and Roundtables, 8 - 9:30 a.m. Buying, 9:30 a.m. - 6 p.m. RJO Idea Center, 10 a.m. - 5 p.m. Press Release Photos, 1 - 3 p.m. Happy Hour, 5 - 6 p.m. Sunday Evening Gathering, 6:30 - 9 p.m.
* Cost of optional excursions is the responsibility of the participant.
LEARN FROM TOP INDUSTRY PROFESSIONALS
For two reasons our Sunday Gathering is going to be unlike any we’ve had before. First, we’re shortening the evening by an hour, from ten o’clock to nine, to give everyone a little more time to sleep before their travel day. Second, we’re foregoing the usual sit down dinner for an amazing selection of heavy hors d’oeuvres, which will sate our appetites without slowing down the party. Wait! Did someone say “party?” Make that a party-slash-hunt for Hidden Treasures. It’ll all transpire inside an elaborately decorated ballroom, where there’ll be an assortment of games and clues to help you unravel a quest that leads to an ultimate reward. In the process you’ll search for clues in a slow-motion video booth, test your golf putting skills, dig through sand for jewels, and much more. When your quest has ended, celebrate in the Treasure Hunt Lounge, where you’ll learn if you’ve won a prize and rock out to our own Chip Stone’s High Jacked band with ITEM Sampler classic rock from yesterday, RJO Foundation Auction today, and tomorrow! Phoenix Buying Show 6:30 - 9 p.m. Hyatt Regency Ballroom Reception/Hosted Bar: 6:30 - 7 p.m. Heavy Hors d ’Oeuvres and Entertainment: 7 - 9 p.m.
MONDAY, FEBRUARY 1 Phoenix Experience Discussions and Breakfast, 8 - 9:30 a.m. Show Registration, 8 a.m. - 2 p.m. Buying, 9:30 a.m. - 3 p.m. RJO Idea Center, 10 a.m. - 12 p.m. Farewell Event, 2 - 3 p.m. Murder at Greystone Manor, 6 - 9:30 p.m.* Downtown Dine-Around, 6 - 9:30 p.m.*
Melody in Motion Clock
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Contest Time: Best Window Display/Case Design SHARE YOUR CREATIVITY with other members. We are requesting that you e-mail RJO photos of your favorite, recent window display or case design. We will display all of the submitted images in the RJO Idea Center so you can vote on your favorite designs—and get great new ideas for your own store! Your photos (jpeg or png files preferred) must be e-mailed to Sarah Streb at sarah@rjomembers.com by Monday, January 4.
SATURDAY’S SEMINAR SCHEDULE
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Insurance Matters
Are there holes in your umbrella policy? WHEN WAS THE LAST TIME YOU REVIEWED your umbrella limits? Four years ago? Five years? More? That’s probably four or five years too many. Why? Can you name anything that costs less than it did five years ago? Probably not. That goes for legal costs and settlements, too—they continue to increase exponentially.
your exposures (large auto fleet, potentially hazardous product, etc.); and help you determine the business and personal assets you could lose, social responsibility, requirements of vendors or others you do business with, and any unique situations that should be taken into account when determining your policy limit.
Accidents happen. How they happen and the outcome typically defines the extent of the damages. For example, picture a slip-and-fall incident at your business, and then imagine the claim difference between “just” a broken arm and a claim that involves a head injury resulting in traumatic brain damage. Or, what might be the consequences if your employee driver was in a head-on collision with a singleoccupant vehicle versus one carrying a family of four?
If you don’t have an umbrella, adding one now may be more important than ever. Ask your provider to explain the advantages and help you determine the limits you may need to protect the business you’ve worked so hard to build.
It’s easy to grasp the difference in claim costs when comparing a serious accident to a less severe one. If you haven’t reviewed your umbrella limit recently, how confident are you that it’s enough to cover claims? Are you ready to pay for what it can’t? Insurance is intended to help protect you after catastrophic events, but it can do so only if you have purchased adequate limits. If it’s time for a policy review, don’t wait. Your provider should look at your umbrella limits; examine
Does RJO Have Your Most Up-to-Date E-mail Addresses?
As an RJO vendor and insurance carrier, Federated Insurance is also ready to help you make sure your umbrella policy provides adequate coverage.
For more than a century, Federated Insurance has provided peace of mind to business owners through valued insurance protection. Federated Insurance is also a proud sponsor of the RJO Succession Experience. To learn more about estate planning, contact Chris Wall, LUTCF, at 507-455-5952; cjwall@fedins.com
To make our contacts with you more efficient and timely, RJO is increasing the use of e-mail as a contact medium. From regular electronic newsletters to buying show announcements, our e-mail notifications are getting more common and more important.
If you’ve changed your e-mail address lately or would prefer to receive RJO communications at a different address, please let us know. Address updates and changes can be directed to Hannah Green in the RJO office at: Hannah@rjomembers.com
RJO FOUNDATION RAFFLE & SILENT AUCTION ITEMS Donations arranged and donated by the RJO Foundation Board of Bob Disinger, Mike Pribyl, AG Becker, Erika Godfrey, Deb Borgemoen, Kimberly Gassen, Mike Doland and Terry Dickens. Sponsoring vendors include: Shah Luxury, Ashi, Simply Diamonds, Seiko, Diamond Expressions, Frederic Duclos, ELLE, Gems One, Dizeo, Dora, Rick Kupfer (Camelot sales rep), VEER, Goldstar Independent, Bulova, Simon Golub, Jewelex, ORO Int’l, TR Jewelry Concepts and the RJO staff. Items include: • $50 Starbucks Gift Card • $700 worth of Visa gift cards • ¼ ct tw Diamond and Silver Heart Pendant • Waterford Vase • Melody in Motion Clock • Bloody Mary Basket • Five (5) - $50 Barnes & Noble gift cards • BBQ Basket
• Sterling silver bangle bracelet • Two (2) Mary Kay Product Combo Baskets • Lake of the Ozarks Travel Package (One-week stay at Ozarks, Condo, $500 travel voucher, $300 Baxter’s Lakeside Grill gift certificate) • Horse & Pet Grooming Kit
• • • •
Wine Basket $35 Netflix Gift Card $35 Starbucks Gift Card ½ ct. tw. White gold, two row diamond band • (2) Kindle Fires • Three-Day Vacation at Mt. Rushmore • Deluxe 1-Bedroom Upgrade for RJO 50th @ Indianapolis
ITEM Sampler RJO Foundation Auction Phoenix Buying Show
• Bulova Watch • RJO Town of Newton Gift Basket • Amazon ($30) • Starbucks ($15) • Chili's ($25) • Bass Pro Shop ($50) • Buffalo Wild Wings ($25) • Panera Bread ($25)
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
KindlE Fire
Marketing Matters
Your Marketing Secret Weapons ADVERTISING REPS CAN BE very persistent and annoying at times. They seem to always call when you are busy—or worse, they just drop-in during the middle of the day to see how things are going— completely interrupting your day. 2016 should be the year that you turn your relationships with your ad reps to your favor. These relationships can help grow your business from day one. YOU are the customer. This is rule number one in the relationship, but it is sometimes hard for certain ad reps (TV, radio or print) to grasp. Yet it is essential to your success for them to understand how YOU want this relationship to work. Little details, such as when you want to be contacted. Maybe Mondays are horrible, but Thursdays are ideal. Whatever works for YOU, let your reps know.
2016 should be the year that you turn your relationships with your ad reps to your favor.
How do you want to be contacted? Phone call, e-mail, text, or a drop-in visit? Again, it is your choice, and you need to explain it to them very succinctly. Be prepared to have to remind them once. If you need to remind them more than once, though, call the media company and ask for a new rep. YOU are the customer.
Sit down at least once a quarter with your reps, and make sure that you are working far enough ahead to get the best rates and to make sure that they still have key inventory available. A jewelry store calling after Thanksgiving to place a holiday ad campaign will inevitably pay more, and it’s possible that the space might be sold out. Work at least three months ahead. Limit the number of reps that you work with. Depending on the size of the market, it is unlikely that you will be working with many more than a halfdozen reps. That could leave another half-dozen ad reps (or more) trying to work with you. You can politely tell them that—at this time—there are no plans to use their station/paper, etc., but that they
should contact you in six (or twelve) months to schedule a meeting to discuss why they might be a good fit for your advertising plans. Once you get your rep and media list pared down, it is important to remember that this is a two-way street. You place business with them, and they take care of you with rates and—hopefully—special opportunities. Ask for some “value earned” opportunities with your purchase. Better to do it upfront while they are still somewhat beholden to you. These opportunities might be a special promotion that they could include you in, or maybe a special promotion that they could develop for you at a decent rate, or simply some bonus commercials to add frequency to your schedule without additional cost. Your ad reps should be a very important part of your business growth plan. If you feel that they are not doing enough for you, sit down and ask them why. There might be a perfectly good reason, or they might just be lazy, or they may not be appreciative of your business. If they don’t appreciate your business, ask for a rep that will. Your ad reps also can be an excellent source for checking on what the competition is up to. Use them as a resource. Build that relationship and tell them what an important part of your business you feel that they are. Thank them for all they do for you. These reps, in many cases, are truly a secret weapon to help you grow your business.
Have a wonderful holiday season and best wishes for a happy, healthy, and prosperous new year! Michael C Woody is President/Chief Idea Officer at Capital Ideas. He has more than 30 years of marketing and advertising experience. Phone: 515-556-5373. E-mail: MichaelC@ideas2burn.com Website: www.ideas2burn.com
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
PRST STD US POSTAGE PAID BRAINERD MN PERMIT NO 472
The Ultimate Jeweler Resource
CALENDAR JANUARY 2016
DECEMBER 2015 All invoices due in RJO office To qualify for Patronage Dividend
RJO office closed: New Year’s Day
RJO office closed: Christmas
All payments must be received in RJO office
Retail Member Show Registration deadline
All invoices must be received in RJO office Opening: RJO Buying Show, “Hidden Treasures,” in Phoenix, AZ
FEBRUARY 2016 Closing: RJO Buying Show, “Hidden Treasures,” in Phoenix, AZ All payments must be received in RJO office
All invoices must be received in RJO office
MILESTONES Fred Burke, Sr., of Burke’s Jewelry in Kilmarnock, VA, passed away on October 29, 2015. He was 88. Our thoughts go out to the Burke family.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.