Up Close & Personal at Davis Jewelers



For Ashley Davis, it’s about handwritten letters, word-of-mouth referrals, and special service 1. What one advertisement elicited the most response and why did it work?In April, we started giving $25 gift cards to every new person who liked us on Facebook. To receive the gift card, people also had to watch a video of me talking about the store, and then complete an online form. Actual marketing costs to promote the event have been incredibly inexpensive: $350 to print the gift cards and postage—that’s excluding the costs associated with the redeemed gift cards. Of the 1,000 new “likes,
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