Sales Strategy

Get Better Results From Your Charity Donations June 05, 2018 (0 comments)

Ft. Lauderdale, FL—Affluent consumers at charity events remain one of a jeweler’s best sources for new customers. But most jewelers get little benefit from donating a piece of jewelry or giving a jar of jewelry cleaner in the swag bag for a charity event. Industry marketing expert James Porte says sometimes the winner of a donated jewelry piece even comes back to the store to try and “return” it for cash.

“On the other hand, I have seen some of the 'dogs' that jewelers have donated, and can tell you that in many cases the returns are justified!”

He shares some effective new ways to get greater exposure and better results from your participation in local charity events: 

1.  To get your store name and brand 'front and center' at the event, next time you are asked for a jewelry donation for a charity, offer a $50 or $100 gift card from your store—and try to request that your presentation booklet be placed at each table setting for maximum exposure and benefit.  

2.  Handout at check-in: Most gala events have a check-in table for guests to register and pick up their place setting card. Ask if you could hand out a beautiful 'Small Token of Appreciation' folders with gift cards to thank attendees for their participation.

3.  Raffle ticket sales strategy. If neither of the above requests work, this will. Charities are always interested in increasing raffle ticket sales. Find out the cost for each raffle ticket and offer a gift card as an incentive to buy more tickets. Raffle tickets are $10 each, but if they buy 5 for $50, they receive a $50 gift card from your store. This makes the deal more attractive for the raffle ticket buyer since they now have nothing to lose.  A win for the charity, a win for the raffle ticket buyer, and a win for the jeweler that can acquire a new customers at a very low acquisition cost! (Most customers, if they redeem the card, are likely to spend more.)

4.  A final way to remind people of your brand is to suggest the charity send a note to attendees with your presentation booklet or folder as a token of thanks. Again, this will put you front and center in the minds of community leaders.

For more charity strategies and free samples, call James Porte (954) 817-391, or email portemarketing@gmail.com.