Joseph Schubach Jewelers Blog » Marketing Principles
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The story of how Cyber Monday came to be is an shining example of smart marketing. Marketer Ellen Davis used the term in a press release entitled “‘Cyber Monday Quickly Becoming One of the Biggest Online Shopping Days of the Year.” And voila, so it came to be. Did Ms. Davis know that it would become one of the biggest shopping days? Probably not. But stating it in a headline brought it that much closer to life. Marketing, from the outside in.
So what is the difference between Black Friday and Cyber Monday?
According to Wikipedia:
The deals on Cyber Monday are online-only and generally offered by smaller retailers that cannot compete with the big retailers. Black Friday generally offers better deals on technology, with nearly 85% more data storage deals than Cyber Monday. The past Black Fridays saw far more deals for small appliances, cutlery, and kitchen gadgets on average than Cyber Monday. Cyber Monday is larger for fashion retail. On the past two Cyber Mondays, there were an average of 45% more clothing deals than on Black Friday. There were also 50% more shoe deals on Cyber Monday than on Black Friday.[4]
Since we humbly consider ourselves one of the smaller retailers, take a moment to peruse our Cyber Monday sales:
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We do more than pride ourselves in amazing customer service; we live it. It’s weaved into every communication we have with our client base. It goes into every detail of a custom design made engagement ring or family heirloom. It’s part of who we are, as third generation jewelers. These quotes serve as reminders to us and hopefully, will inspire you too!
The first step in exceeding your customer’s expectations is to know those expectations. – Roy H. Williams
We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better. – Jeff Bezos
The simple act of saying ‘thank you’ is a demonstration of gratitude in response to an experience that was meaningful to a customer or citizen. – Simon Mainwaring
Exceed your customer’s expectations. If you do, they’ll come back over and over. Give them what they want – and a little more. – Sam Walton
If you work just for money, you’ll never make it, but if you love what you’re doing and you always put the customer first, success will be yours. – Ray Kroc
The golden rule for every business man is this: ‘Put yourself in your customer’s place.’ – Orison Swett Marden
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Although this emotionally-based marketing trend seems to be really taking off, dare we say that we’ve been employing it for over 100 years? Yes, we dare!
What is an Emotional Connection?
The CEO of Zappos.com says that “every call is perceived as a way to make a positive emotional connection with a customer.” So, what does “emotional connection” mean? It’s about capturing hearts and minds, for how a company makes us feel determines our opinions about it and our buying decisions. It is more psychological than logical. And, more unconscious than conscious.
Pine and Gilmore in their book, The Experience Economy, note that one of the major characteristics of the experience economy is that customers become engaged in a “personal” way. And, they make a compelling case that today’s customers want and expect to be “positively, emotionally and memorably impacted at every level of their commercial existence.”
This means that today’s service providers need to develop and demonstrate higher levels of emotional competency.
Source: CommunicoLTD.com
We learned a long time ago that purchasing jewelry is a very personal and intimate experience, based on expectations of love and connection. We have your heart in our hands!
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Style 10044
Price: $1,625.00 – $3,349.00
Heart pendant and bail with approximately 1 2/5ct t.w. round brilliant pave’ stones, comes with an 18″ cable chain.
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Since we began creating our online presence, we wanted to “keep it real.” Marketing can seem dishonest…okay, downright sleazy at times! But after a hundred years in business (yes, for real), we knew we had a higher path to walk with our customers.
Reading this article from Kim Brittingham where she quotes from Ben Giola’s book, Marketing with a Heart is a great reminder that marketing can be done with authenticity and decency.
Ask yourself: how would I market this to someone I love? If you were talking to your mother, your spouse, a grandparent or best friend, would you feel good about what you’re saying, and how you’re saying it? How does it feel in your gut?
