Shanu Singh Guliani

Inventive Promos and Events
December 27, 2006

Having a store in Florida is similar to having a store on 47th Street in New York City. There is a jewelry store on every corner and the word on the street is, “I’ve seen it cheaper somewhere else.” Yesterday I blogged about how to handle "The Price Objection." Today I’m suggesting you to take the price objection to a creative level.

Jewelry stores are getting more creative with their promotions and events. For example, James Porte's Father’s Day Promo called, “Dad’s Ugliest Tie Contest.” Customers bring in ties to be judged and winners win different prizes. In FL, one of our local jewelry stores has a hot weather sale during the month of July. A discount is placed on merchandise when the temperature exceeds 100 degrees. For instance, if the temperature hits 110 degrees all merchandise is 10% off.

Sometimes our customers will come in with the craziest lines to get a bargain. They will say just about anything to get an additional discount. Some of them are hilarious and so we decided to hold a contest called, “The Phrase that Pays.” A fun direct-mail piece is sent to customers and prospects inviting them to come in and state the funniest phrase they’ve used to get a discount. Judges choose the best phrase and the winners are awarded different prizes from diamond studs to cuff links. Here are a few of the funny ones I heard this year:

1. Marriage is like a “Three Ring Circus"
   First you buy the “Engagement Ring”
   The “Wedding Ring”
   Then comes the “Suffering”
2. “I’m like a puppy dog. I get off my leash and come straight here and pee…I buy nowhere else (our customer even imitated this by actually lifting up his leg).”
3. “It’s not the past, present, and future I want to celebrate but the before, during, and after.”

Posted by Shanu Singh Guliani on December 27, 2006 | Comments (2)