Last week, Rachel and I were on our way back to our office in downtown Hollywood (FL) when we passed a Jewelry Pawn Shop.
Naturally, we stopped to look at the huge display of rings in the window. Each of them sat alone on its own little piece of white paper with the price hand-printed in red ink. A few of the prices were crossed out to look as if they’d been marked down. It was … tacky.
Maybe that was on purpose, perhaps to make it look like a yard sale, a bargain hunter’s paradise.
But I wondered if the rings would attract more attention, favorable attention, if they’d been cleaned and displayed in traditional black velvet trays lit from above. “Classy,” as Fran Drescher might say.
I’m not sure, are you?
I am sure that when I walk past Van Cleef & Arpels’ window or Tiffany’s or Cartier’s (they’re all close to each other on 5th Avenue), I want to buy everything.
Maybe it’s not fair to expect a pawn shop window to look like Van Cleef & Arpels’. But couldn’t the pawnbroker at least make an effort?
I used to be 100% certain that display – presentation – matters.
I’m just wondering if the sloppy look in the jewelry pawn shop window is deliberate to make me think there’s a bargain for me.
I do know that I had a meeting this week with a woman who appeared sloppy to me (jeans and messy hair). I kept thinking her business was probably in the same disarray. Do you agree? Let me know.
All the best,
Lois K. Geller
When we were in New York, I taught the main Direct Marketing course at New York University for 10 years and loved nothing more than interacting with the students, a lot of whom eventually interned at our agency.
Now that we’re in Hollywood, FL I haven’t had many opportunities to work with students, but we do have two great interns. One of them is a marketing student at Johnson & Wales University in North Miami and she and her professor invited me to her class to speak and help create a Direct Marketing project.
We came up with the JWU Challenge: develop the creative for a startup online company that sells jewelry – and it’s not just jewelry. Each piece symbolizes something significant.
The objective is to drive ready-to-buy traffic to the website. The students also have to make a promotional YouTube video that will showcase the jewelry and emphasize its symbolic meanings.
The students will receive a significant percentage of any sales they make.
They’ll present their ideas in 10 weeks and I will join the professor as judges. Can’t wait to see what creative ideas the kids come up with!
We want to see:
How many people they drive to the website to leave their email addresses for special offers and our newsletter?
How many people come to the site and actually buy a piece of jewelry?
Which people come to the site to visit, and what are they looking at most?
My Dad was a jewelry manufacturer in New York for many years on West 36th Street. I somehow think he’s looking down and enjoying this challenge…!
I was speaking recently at the Boca Raton Hotel, and one of the conference attendees said that most websites and blogs have deadly boring personalities. She said yours don’t!
It was a flattering remark, and I knew what she meant. The websites we create have something unique about them. Your eyes don’t glaze over when you see them, whether it is
for a dry cleaner or for an association, I think that:
Websites should be interesting:
1. They should look unique, have character, do something different than your competitors’ do.
2. Your “Stand out” benefit should show. If you’re the drycleaner that can get the ink off my linen jacket. Then maybe that should be featured in a museum.
3. You should ask for visitors’ email addresses, and give them something Free for it.
4. Your website brand should be the same as the one in your store, in your catalog…everywhere, so people remember it.
5. On this website, the dry cleaner is on a busy street, but you can always spot her truck with her Apthorp Cleaners brand on it…in all the traffic.
Continue the conversation with you visitors with a great e-newsletter or Tip of the Month…and remember to thank them at holiday time, birthdays, and odd holidays.
Call us about your website: Lois Geller: 646-723-3231
Lois K. Geller
Lois Geller Marketing Group
1400 Marina Dr.
Hollywood, FL 33019
P. (646) 723-3235
F. (954) 456-2877
Visit me at: http://www.joyofdirectmarketing.com