Here’s an interesting jewelry marketing strategy being used by a fine jewelry store in Raleigh, North Carolina.
(I’m not sure I would recommend doing this yourself, but you might come up with a way to modify this idea so that the pieces you give away go to people who would be your ideal customers.)
Bailey’s Fine Jewelry has been leaving surprise jewelry gifts around town for unsuspecting people to find.
Mysterious little boxes have been discovered in various places around Raleigh, wrapped in Bailey’s distinctive black-and-white packaging with a big red bow.
These boxes been found in public locations like park benches and restaurant tables.
A tag on the boxes reads “finders keepers”.
When the finder opens the mystery box, he or she discovers a piece of Bailey’s jewelry, retail priced anywhere from $20 to $100 – a free gift for the finder.
Of course, anyone who finds one of these packages and gets the free jewelry gift tells everyone they know about it – and Bailey’s Fine Jewelry receives a lot of word-of-mouth publicity.
It’s an interesting way to create a lot of local buzz and excitement about their jewelry business!
{ 2 comments… read them below or add one }
Wow, what a fantastic idea! It could get very costly, but it’s not really different from sending samples to a sampler for advertising.
Way to go, Bailey’s!
What a creative marketing idea!