This is part four of a five-part series.
A guy-theme for a Men’s Day Christmas season sales store event must be vertically integrated, from food and beverage choices and store decorations, to simplifying purchases with wish lists and even gift bags. Enter K-Jon’s Fine Jewelers’ “Man Can.”
The store’s event coordinator Pam Maxvill came up with the idea in 2006. She worked with store owner Mary Sherwin to give men a “gift bag” that was more guy-appropriate on their annual Men’s Day store event, which is typically scheduled on the first or second Sunday of December (a late November Ladies’ Night precedes the Men’s Day event).
From the start, Maxvill worked with local merchants to fill the Man Can with guy goodies from solid cross-promotional partners. In the first year or two actual gifts included things like a tape measurer, a bottle or can opener, and small tool kits as well as a variety of coupons and gift cards.
In recent years, however, Maxvill decided to do away with the actual gifts and focus more on better coupons, exclusive offers, and gift cards from a wider and better variety of local merchants.
With some tweaking and customer input, Maxvill now works with 14 local merchants to give Man Can–exclusive offers such as a free round of golf, a free propane refill, buy-one-get-one-free deluxe car washes, and a free appetizer with the purchase of an entrée and dessert at a local restaurant. Maxvill even worked with a local hardware store to donate the paint cans for the Man Cans.
K-Jon’s even has a hardware store donate the paint can for the jewelry store’s “Man Can”
“Guys are super-excited about the Man Cans,” says Maxvill. “They line up at the door on the Men’s Day event and tell us how much they love all the free offers inside. Last Christmas season all 50 cans went out the door in the first hour.”