How to turn charity attendees and golf tournament participants into customers

By James S. Porte, Porte Marketing Group

Many retailers receive ad nauseum, daily and weekly phone calls from local charities asking for a donation of a piece of jewelry for an upcoming event.  In speaking to hundreds of jewelers regarding this subject, their jewelry donation does little in bringing these ideal jewelry prospects and benefactors through their front door. 

Why?   

Because the donated piece does not provide any incentive for the attendees to come into the store.  Thus, you have given a piece that might have a wholesale value of $1000 and the result is 'zero'.
 
Some jewelers have crafted sophisticated ways to dodge and screen these charity callers seeking donations , while others have succumb to providing 'an old dog' piece of jewelry to appease the caller, get a tax-deduction, and maybe get their store mentioned (probably not remembered) at the event.
 
The reality is that charities represent a highly targeted group of community-minded attendees that are ideal prospects for jewelers.  A dinner event can cost of hundreds of dollars for a couple while the food normally is barely edible and arrives cold. 

Here’s a solution:
  
A fresh new idea that provides an incentive to get these attendee prospects into your store is the charity  perk, an impressive donation presentation  (customized 4" x 6" mini catalog and gift certificate)  that can be distributed when the couple registers at the registration table.  It can also be placed next to each place setting at the dinner table but how it is distributed must be discussed with the chairperson and/or committee.  Hopefully, you will suggest and strongly recommend that this gift is not to go into any goodie bag since the beauty and value would be greatly diluted.

Here are some ideas on how to distribute the charity perk:

1.   When couples are checking in at the check-in table, the booklet can be given to the couple in metallic gold envelope with a note or letter that elaborates on the no strings attached gift certificate..  This is far better than just having it placed in a goodie  bag when they are leaving.

2.   Place a charity perk by the place setting for each couple at the function.   You might wish to offer the charity 10% of all jewelry sales proceeds from people that buy using the $50 gift certificate and spend over $250. (We can also do $75 & $100 gift certificates)

3.   Suggest that the charity perk be mailed to  the attendees as a Thank you gift for their attendance and support after the function.

4.   Distribute to those who buy raffles:  Many charity dinners have a raffle. The Charity Perk can help increase raffle ticket sales, representing an important revenue producer for the event.

I. Targeting Country Clubs and golf tournaments

Turning golfers into customers
 
Targeting a perfect jewelry buyer demographic might only be a chip-shot away.  Golfers could be some of the most ideal prospects for many jewelry stores.

First of all, golf is not cheap.  In addition, some golf country club memberships start at $25,000 along with added monthly and yearly dues. Furthermore, many business deals are made on the golf course, and a golfer's calendar can be filled with social events, card games, luncheons, and dinner engagements.
 
Fundraisers know that one of the most successful places to raise money for a charity is via the golf tournament.  While some jewelers participate in charity tournaments by sponsoring a hole-in-one contest at a par 3 for a diamond or watch by taking out an insurance policy for the event, most jewelers get very little return for their efforts because they don't properly market to the event.

Three new ways to market your store at a golf tournament:

Many jewelers sponsor either a hole-in-one contest or sponsor a particular golf hole at various golf fundraising events.

Here are three ways some jewelers are using the Charity Perk at Golf Tournament Fundraising events with great success.  In addition, they are able to track and measure the response and redemption rates, unlike traditional advertising.


1.  Distribute at the golf hole your store sponsors

Some retailers sponsor a golf hole or hole-in-one contest at charity golf tournaments, but this effort  does little to drive attendees into your store. You may wish to strengthen your marketing strategy by having an attractive representative handing out the Charity Perk to golfers after they have hit their shot on your sponsored hole. Your store and $50 gift certificate will certainly be memorable and special.  The $50 gift certificate provides that little extra incentive to get these golfers into your store.


2.  Distribute at the lunch or dinner

At the end of the golf tournament, golfers normally attend a lunch or dinner where prizes for longest drive, closest to the hole and the winners of various golf flights win trophies and prizes.  Placement of the 'Charity Perk with the $50 gift certificate' can be an ideal place to get your name in front of these prospects.