How to Beat Last Year’s Events

Use the automation you’re already paying for. If you’re already using an email platform like Klaviyo or Mailchimp it can handle the invitation and reminder sequences. Set the reply-to address and assign someone on your team to manage replies. Other platforms like Trumpia, Podium, and Clientbook can send personalized mass texts from members of your team and route replies to sales associates based on client. Using the platforms you already have is a great way to do outreach, but your team will still need to handle replies and follow up.

Hire out the conversation itself. The replies are where the hours go, and where automation runs out. Some jewelers staff this with seasonal or part-time help trained on a script. Others use a done-for-you service. Concierge by Clientbook works this way: the store sends its client list, and Clientbook’s team runs the invitations and reminders, handles the back and forth as clients reply, and books the appointments on the store’s behalf. Jewelry marketing agencies including Punchmark, Fruchtman Marketing, and Loudr offer their own versions of this under retainer. The tradeoff is cost against the fact that these conversations are the only part of prep that produces a booked appointment.

Whichever combination you land on, the goal is the same. Protect your associates’ hours for the one thing only they can do, which is sell.

Great expectations only pay off if you prepare for them. Decide now what “better than last year” means, build the event around that number, and take everything off your team’s plate that doesn’t need to be there. Do that, and December becomes execution instead of a scramble. That is how you beat last year.