What does that jar of jewelry cleaner really do for your business? The decision to carry a private-label jewelry cleaner is multi-faceted. Jewelers certainly want to offer their customers a product that cleans beautifully, but by offering a product with your branding, your jewelry cleaner does so much more. Each jar that leaves your store reinforces your brand, offering multiple brand impressions over its life.
According to the Advertising Specialty Institute (ASI), a 2014 global research study discovered that promotional products command advertiser recall among 85 percent of those surveyed. This advertiser recall far exceeds other types of advertising and marketing, not to mention it is significantly less expensive. Private-labeled products allow smaller businesses to level the advertising playing field with much larger companies. For most products, the cost-per-impression is much less than for magazine, newspaper, TV, radio and Internet advertising. In addition, the study found that people keep and use these branded products.
Each time a customer cleans her jewelry, or even just sees the jar sitting among her other personal care products, your brand is reinforced. It reinforces the notion that your store is her store, that you are her jeweler. Her partner also notices the jar, which serves as a great reminder to visit your store for that next holiday or birthday present.
There are other ways your jewelry cleaner can work for you as well. Offer your cleaner to be part of local charity goody bags. Or partner with a local nail salon, placing your cleaner at manicure stations so that customers can clean their rings while having their nails done.
Your private-label jewelry cleaner cleans your customers’ jewelry, but it also provides ongoing advertising for your business at little cost to you.
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