The "Big Jewelry Store Turnaround"
How Bob turned his jewelry store around and exploded his daily sales using some clever digital marketing strategies.
Part 1: The Best little "Failing" Jewelry store I've ever been to.
This is Bob. (a cartoon version of him anyway)
Bob is an amazingly talented jeweler that I met a few years ago when I happened into his jewelry store when I was on a trip for work.
I had just gotten out of a meeting and was desperate to find a gift for my girlfriend and only had about 30 minutes before my next meeting was ready to start. It was around lunch time and when I walked out of my hotel I was looking for the closest thing nearby to grab something quick so that I could get some food and get back to my meeting room on time.
As I walked out the hotel, I spotted Bob's jewelry store and walked in. Considering that it was on a busy street around 12:30 PM on a Thursday and there were only a couple of customers in the store, I was guessing that this wasn't going to be my best jewelry buying experience ever.
"Oh well" I thought...
I needed that gift and it was either this or spending all night looking for another jewelry store in a strange town.
I walked in and up to the counter. Bob walked over and introduced himself and surprisingly quickly found the perfect gift for my girlfriend after asking me just a couple questions. I had the gift picked out in just a few minutes...
"HOLY COW" This was one of the easiest shopping experiences in my life. It was smooth as silk and the price was lower than I had expected. I felt so happy, I picked up another gift for my niece's birthday. (you don't run into a jeweler like this everyday).
Usually when you walk into a jewelry store you are hounded by some salesperson who wants to hardpress you into spending over budget. It's rarely an experienced jeweler owner who is knowledgeable and friendly, right?
As I was paying for my purchases with a huge sense of relief, I was puzzled. This jewelry store was amazing, but here I am at the busiest shopping time of the day on a Thursday and this place is dead. What gives?
Being a marketer and lover of all things entrepreneurial, I went up to Bob. told him this was one of the best jewelry buying experiences I'd ever had, and asked how in the heck weren't they slammed with business right now?!?
Bob told me that he had opened his doors about 6 years ago and while he had gained some very loyal customers over the past years, he also had made a grave error.
When he opened the doors of his jewelry store, he hadn't correctly accounted for all the competition in the area and he was having a terrible time getting the word out to get people in the door the first time.
He was nearly in tears as our 10 minute convo was wrapping up. He told me he was afraid he wasn't going to make it and that his store felt like it was slipping from his hands.
I told him that I had to get to a meeting but that I would be back later and asked if he had some time to chat later that night close to closing time. He agreed to meet me at 9 that night at the store and I left and went to my meeting.
Over the next few hours, I felt myself get more and more excited. This store was amazing. It just needed a little marketing push and I knew exactly what that push was because I'd helped lots of businesses like Bob's before.
The clever "Google Reviews to Growth" strategy that we implemented that immediately exploded Bob's Jewelry store and skyrocketed his weekly jewelry sales.
As promised, I returned to Bob's store that night around 9PM.
We sat down and I laid out the following digital marketing plan to Bob and he agreed to give it a shot over the next few weeks inside his store.
The Jewelry Store Review Explosion StrategyI wanted to keep things simple for Bob in the beginning I recommended a strategy that wouldn't add additional work to his plate. This strategy leveraged the fact that his existing customers loved him and made it easy for those customers to send a ton of new people his way.
For this reason, we decided to focus entirely on getting Google Reviews from his existing customers.
This would instantly boost his business from several angles...
A) The "Back up what I said" Psychology Trick.Getting his best 20 customers to leave him a glowing review would open up an easy way for them to think about why they loved Bob's Jewelry Store. Once they put it into words, it would instantly lock them psychologically to wanting to come in more often (getting a customer to say out loud and publicly recommend a place leads to them visiting and buying more often to back up what they said in their review).
B) The Reviews to Google Ranking Boost Trick.Those reviews would be posted online instantly. Doing that would send a clear signal to Google that something important was happening at that local business. This would cue the search engine's algorithm to rank Bob's establishment higher in the rankings when people searched for important terms like "Jewelry".
C) The Review to Facebook Leverage Trick.Once we had those reviews on Google, we could instantly turn them into social media post on Facebook. Posting that kind of content would trigger Facebook to show Bob's place in the Facebook Search rankings. Most people don't even realize that Facebook is a major place that people "search" for businesses when they are in a new area. Leveraging Facebook would lead to a ton of new business once we triggered the algorithm with our new post.
D) The Review Chain Reaction Trick.The customers that came in from those early wins would in turn be asked to review Bob's store themselves. This would trigger a chain reaction that would continue to grow exponentially.
The trick to all of this was to make it incredibly simple for Bob to ask for a review and for people to give him a review without having to jump through too many hoops (this is where alot of stores miss the boat.
How did we make it easy for people to leave reviews for Bob?This is how it would work...
- Step 1: We create something called a "NFC Business Card". This is a special kind of business card that can be scanned with a phone's camera or hovered above a phone and in turn will lead people directly to the page where they can leave him a review on Google.
- Step 2: We give Bob and all of his staff one of these cards and every time a customer has a noticeably good experience in the store, they ask the customer if they would mind giving them a review online.
- Step 3: When the customer agrees to give the review, they instantly pull out the cards and have the customer hold their phone above the card.
- Step 4: Instead of giving the customers a url to go to later, this puts the link right on their phone and nudges them to give the review right there in the store. We make sure that we ask them to do this as they pay at the register and right as we hand them a little surprise bonus (usually something like a coupon for 20% off next purchase).
- Step 5: Because we have a flood of positive reviews coming from our best and most satisfied customers every single day (because we are proactively asking for the reviews and leading them to the Google Review page instantly), we see a huge boost in online ranking activity on both Google and social media.
Part 3: The Results for Bob's Jewelry store
Within a few weeks of Bob implementing the NFC Business cards, he started to see traffic pick up in his store from his existing customers coming back more often (and bringing more friends and family when they did).
Within four week's the Google and Facebook algorithm changes started to take effect and lots of new faces started coming in through the door.
As Bob and his now growing staff repeated the NFC Business Card technique, his 4 and 5 star reviews started to explode, which compounded on top of each other.
Within a few months, Bob's Jewelry Store was off to the races and it's been thriving ever since.
Part 4: Got a Jewelry Store that you'd like to grow fast and want to use our "NFC Business Card" trick starting as soon as next week?
My team and I love helping businesses grow and we specialize in Jewelry Store marketing.
The best part? You can get started with your own set of NFC Business Cards to use this strategy for around $100.
Use the contact info below and call or text me. We'd be glad to hop on a call and get you set up with your own "Review Cards" and get you the same kind of results Bob got.