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Category Focus: The Name Game

More ways to thank your customers.

BY LORRAINE DEPASQUE


Published in the September 2013 issue

You post Facebook updates daily, create Pinterest boards often and tweet regularly, so you still need giveaway products bearing your shop’s name and logo? Jim Petterec, owner of JP Jewelers in Saint Charles, IL, says yes. “For us, it’s another way to thank customers for their business.” While Petterec prefers highly creative high-end products like champagne, cigars, cookies and chocolates, lots of distributors and manufacturers offer less-expensive personalized products, from jewelry organizers and cleaners to polishing cloths and pens. They all help support the store’s brand by keeping the name front and center with customers and differentiating your shop to ultimately increase traffic and market share. “And you don’t have to be a big retailer to do these things — not even to completely customize something,” says Kristie Nicolosi of The Kingswood Company. “because today there are so many options and opportunities.”



RETAILER TAKE

MARK LOREN,
Owner, Mark Loren Designs, Fort Myers and Naples, FL

“Personalizing products often works handin- hand with social media. We sent him a box of chocolates and he took a photo of the gift and uploaded it to our Facebook page, with a message that read: “Thanks to Mark Loren for the awesome 50-piece box of chocolates!’”

“You don’t want to send personalized luxury products to everyone. At the holidays, we send something out-ofthe- ordinary to our 100 Platinum Clients.”

“You know how people are sometimes embarrassed to be the first one in the store when you open? To help customers get over that, we hand them coffee in special black mugs with our name on it—and then we tell them to keep the mug.”

“Rather than send a client a gift certificate to use in our store, we send them a box of cigars or a big bottle of booze that’s imprinted with the store name— and each of our sales associates also signs the personalized label.”

“It’s good to do personalized product promotions that are out-ofthe- box. One that we did with a deck of cards was very effective.

On each card we put a piece of one-of-a-kind jewelry. I can’t tell you how many times someone has come in and said, “I got this playing card from Mrs. So-andso’s house — can you make this for me?’”

POINTS TO CONSIDER

“Only put your name on products that are onmessage. Whatever you choose should somehow relate to your business — like champagne to celebrate a special occasion. Or watch winders and jewelry cleaners. Putting your name on a shoe horn, for example, won’t do anything to promote your brand.” — KRISTIE NICOLOSI, THE KINGSWOOD COMPANY

“When you buy customized holiday items, always purchase some extras so that you’ll have a few to give to new customers, too.” — GINNI GREFFIN, 24 KARAT ROSE & LOYALTY

“Let a supplier know if your business is seasonal. It’s better to buy your personalized products five times a year rather than overload all at once.” — DAVID WILCOX, CONNOISSEURS PRODUCTS

“Think about personalizing regular wine and a sparkling wine. Give the champagne to customers celebrating something — like an upcoming wedding— and give the wine as a gift to a client when you just want to say thank you.” — JIM PETTEREC, JP JEWELERS, ST. CHARLES, IL

“For jewelry care products, ask about displays. Are they free with your purchase? How large are they? What are their suggestions for in-store placement?” — WILCOX

“It’s important to know about their warranties as well as the product liability insurance on the product, so that you have absolute confidence in the product — especially because your name is on it.” — NICOLOSI

“Ask them what their most popular and most successful personalized products are.” — WILCOX

VENDORS

24 KARAT ROSE & LOYALTY
(952) 476-2434; (800) 843-8131
www.24karatrose.com

BLITZ MANUFACTURING INC.
(812) 284-2548;(800) 356-0860
www.blitzinc.com

BOTTLE YOUR BRAND
(866) 935-2235;(425) 744-4824
www.bottleyourbrand.com

CONNOISSEURS PRODUCTS
(781) 932-3949;(800) 851-5333
www.connoisseurs.com

GEM TECHNOLOGIES LLC
(805) 234-4365
www.lavishjewelrycleaner.com

THE KINGSWOOD COMPANY
(614) 252-6400;(800) 848-3582
www.thekingswoodcompany.com

MY M&M’S
(888) 696-6788
www.mymms.com

MYRON MANUFACTURING
(201) 843-6465;(877) 803-3357
www.myron.com

PERSONAL WINE
(512) 474-WINE
www.personalwine.com