In the first installment of JCK 5 Social Media, we take a
look at how five retailers are using Facebook well in their market. Many
retailers know Facebook isn’t about the hard sell. Soft-sell content for these
five retailers varied from acknowledging a staff member’s wedding engagement to
getting the attention of homecoming high school gents to welcoming incoming
college freshmen as a way of garnering future customers.
Underwood Jewelers
Jacksonville, Fla.
http://www.facebook.com/UnderwoodJewelers
Kudos for recognizing
an employee’s engagement: “Congratulations to employee, Hope Reuben, on her
engagement to Everett! If you’re at the Avenues store make sure you check out
her ring! What a cute couple!”
J. F. Kruse Jewelers
Saint
Cloud, Minn.
http://www.facebook.com/JFKruseJewelers
Well done for a
diamond buying trip countdown and a product trivia question: “The countdown
continues—12 days to Antwerp!! We’re making this question an easy one. True or
false, 98% of all diamonds are not actually white in color?”
Ben
Bridge Jeweler
Seattle
http://www.facebook.com/BenBridgeJeweler
Good call on calling
out male customers for homecoming: “’Tis the season for homecoming dances.
These stainless steel cufflinks with diamonds are fashion forward, and they
make the perfect “starter” accessories for young men.”
Gleim the Jeweler, Stanford Shopping
Center
Palo Alto, Calif.
Good back-to-school shout-out
to university students and soon-to-be-bridal shoppers: “Welcome, Stanford
students! How exciting that first drive up Palm Drive must be for incoming
freshmen! We wish you all the very best in your university career.”
Dorothy Vodicka (The Gem Collection)
Tallahassee, Fla.
Expanding color
awareness and inventory – always a good thing: “We will be having an “Evening
of Opals” Tuesday night as part of our fantastic opal trunk show week. We have
a fun and fabulous guest speaker, Jim Fiebig, who is an opal and colored stone
expert.”
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