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,” 22 percent of those new to our Facebook page have redeemed their $25 gift cards. Of that 22 percent, 46 percent were new customers. And, from April to July, we’ve been able to upsell many customers, accounting for an increase in $30,000 in sales.2. How do you differentiate your store from the

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