This post is being made with the understanding that there are members here who own, manage and/or participate in very different business models in our industry. Bare in mind, I am writing this through my personal experience, which is a highly-visibile retail storefront catering to an individual and corporate gift and award clientele. The following information, or a part thereof, may still be useful to you, even if you may be home-based, operating out of a back-street warehouse facility, or what have you.
In a post a short while back, in general terms, I broke down my in-house marking technologies and how the demand for various ones ebbed and flowed at different times of the year. Well, this holiday season held true to form. The demand for diamond drag engraving was greater than ever during the past thirty days. Second in line was sandcarving, with laser engraving and laser sublimation coming in a distant third and fourth respectively. I don't market any one technology over another during my holiday ad campaign, just let them fall where they may.
This year, in my marketing efforts, I emphasized the use of brand names like Mikasa, Zippo, etc., but most importantly, let prospective customers know we will engrave THEIR products. This is a HUGE market, especially during the holidays, and you can charge plenty for the service. It also gets many additional customers into your store. Most of them will say, "I didn't even know you were here. You have some really neat things. I'll keep you in mind for future needs." Next time, they'll come for the products and service, not just the service. They also become a valued customer who will refer others.
I have learned over the years that the holiday shopping season is the best marketing opportunity, if used wisely, to feed your business with more and more customers over the following 12 months. Use this time when there are more and eager shoppers to introduce them to your business. Even if they walk out empty handed, you have planted the seed for future needs or a referral. I can tell you, based on our holiday traffic, I have already laid some early groundwork for a great 2007.
In spite of my investments in radio, television and direct mail advertising, the number one source for new customers during this holiday season for my business was referrals. This fact reinforces why it is critical that we foster relationships with existing clients, jewelers, department store clerks, etc., rather than focus too many resources and much attention on attracting new ones. Don't take your existing clients for granted. They truly are your raving fans. |