[Jewelry making - Article 00373] - Re: [Orchid] Customer Loyalty

[sbright]

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    Loyalty and reputation are interwoven, but so is marketing. I wish I
    was better at it, I see a lot of people thrilled with what I do, only
    to see them try out another place. I also see people confuse a strong
    marketing message with reputation. Freebies are great esp. in the
    repair department, but I don't think they'll bring you that diamond
    sale. 

    Case in point: Mrs Jones' husband buys her a $3000 diamond necklace,
    you give her a new lobster claw for her old chain so she can wear it
    easier. Twelve months later Mrs. Jones comes and for some minor
    repair and you find out her son just got engaged. 

    Case in point #2: All year long you do minor repairs for Mrs. Smith.
    January rolls around and she asks you to size a ring that her
    husband bought from the mall. He forgot you were there didn't he? 

    I've had this over and over. I'd like to know what others are doing
    about this. I mail out Thank You post cards with a huge logo on one
    side so that the guys in the family would know WHERE to shop, but it
    doesn't seem like enough. 

    I've thought about that guys night, but I'm not wild about alcohol
    and cigars in my store.. lol Anybody try this with success? 

Stanley
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