These horrible new jewelry product line launches have got to come to an end.
Over the years I have seen many expensive product line launches sink into the unforgiving financial sea.
With diligence, perseverance, and the aid of technology this generation has been able to overcome pastel polyester leisure suits, disco music, and the beenie babies craze.
We can overcome this as well.
There are familiar patterns to these “sinking’s”.
Beware of them!
Sinking Your New Jewelry Product Line Launch
– Most of the disposable budget was used to purchase the new jewelry line with little or nothing left over for launching, or marketing.
– Why Launch It?
If it is a good line, just throw it into the case and it will sell itself.
Yes, some believe this is true.
They are also wondering why the line isn’t doing well months later, they probably blame the vendor rep.
– The Sales Team Was Not Involved In The Emotional Purchasing Of The Line.
The owner sprung it on them one day.
Now they are expected to be excited about it.
Maybe they will be excited, maybe they won’t.
Expensive roll of the dice.
At best the line takes off eventually to some degree, though it wasted months sitting there.
– The Vendor Rep Shows Up The Day Of The Launch To Explain The Subtle Nuances Of The Line While The Team Tries To assist Clients.
Vendor rep leaves the line book with his business card on the back table in the afternoon as he skips out to catch a flight home, but he does leave a box of picked over donuts and three boxes of half eaten cold pizza.
Go team Go!
– Management Doesn’t Understand Social Media, Either How To Use It, Which Ones To Use, Or What It Can Really Do For His Business.
Huge missed opportunity.
– Web Site Doesn’t List The Event, Nor Has Anyone Checked To See If The Vendor Has Listed The Store As An Authorized Vendor.
– The Launch Event Doesn’t Match The Product. Have Seen A Trendy Urban Designer Launched With A Violin, And Classic Pianist.
Know your product, know your target audience, match the entertainment.
– Only Bought The Basics Of A Line And Tried An Event To Get It Going.
Really, if you buy the bare basics, just put it in the case and try other avenues to make it work.
Save the money on the event, to buy additional product, not to mention the post-event anxiety when it sinks.
– No Additional Pre-Printed Material Available As A Reference / Hand Out.
Clients came in, saw the line, had to think about it, but had nothing to take home with them to keep it top of mind.
– No Sign In Book.
The event ended and few associates got names, addresses, telephone numbers, or email addresses of those who came in for the event.
No chance for the vital follow-up.
– Just A “Here Is The Line” Type Of Launch.
Not much thought, no input from the staff, just a few calls to the same clients that we always call for events.
Maybe a postcard campaign, maybe . . . of course the mandatory over-the-top flower arrangement.
There has to be more to the launch than the merchandise.
How long do you expect people to look at a line of jewelry?
Is there nothing else for them to do, to experience?
– The Store Owner Pressures The Staff By Constantly Telling Them How Expensive It Is, How It Should Sell Itself, Thus Creating And Building Up Anxiety For The Team Members.
Exactly what you do not want, lofty goals that lead to high pressure selling?
– They Started Planning About Two Weeks Out For The Launch.
Remember you get one chance to make a first impression.
This is not just a new line, it is a chance for your best clients to see your store in a different light.
To reward them for trusting you.
You only planned for two weeks?
Hmm, where does the punch bowl and obnoxiously huge flower arrangement go?
– This Is The One That Really Hurts Me.
The sales professionals are excited about the line, the management team did their homework in selecting the line in depth and assortment.
Everyone knows that they should be doing something, but they just don’t know what really, no comprehensive game plan that covers all of the bases.
This one breaks my heart, truly.
We can do better, we will do better together.
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