Michigan Jeweler Becky Beauchine Kulka Sings for Her Supper

1. What one advertisement elicited the  most response for you and why?“Sing for Bling” is a contest we’ve done twice in the last three years. To win a $2,500 shopping spree, people submit videos of themselves singing our jingle, or create their own jingle about the store. In 2009, the first year, it got a huge response with 75 videos. Thousands of votes came in to determine two winners: one for people’s choice and one for judge’s choice. Last year, we added a “like us on Facebook” rule and other steps that dropped participation to disappointing levels. This fall, we’ll return to using Facebook only to promote the contest. That said, “Sing for Bling” has brought up our Facebook fan base, added fan interaction with rich content, and increased hits to our website—another source to view the videos. We used the videos in TV and radio ads during the holiday season, w

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