Company Spotlight – Cool Water Jewelry

Cool Water Jewelry, a popular Montana small business, shares some great insight into their marketing strategies.

What is the one thing most people don’t know about Cool Water Jewelry that you wish they did?

We have been in business for 22 years, and we just opened our Cool Water Jewelry Factory-Outlet Store!

What kinds of things do you do to ensure marketing initiatives work well for your sales strategy?

Our postcards (direct mail) draw people to our events. Our show banners draw traffic to our booth. Our Facebook posts create interest and draw attention to our website.

What marketing strategy changes have you had to make as your company has grown?

Gail and her husband Keven

A main challenge has been to stay up with social media. A picture is worth a thousand words! Our updated website is also absolutely essential not only for retail sales, but for our wholesale business. Our wholesale rep is an expert at maximizing the effectiveness of our website to generate store sales.

What marketing mistakes do you see most often in other small business?

Underestimating the power of direct mail. A postcard notifying our customers of our next events in their area is really powerful, and they appreciate being invited.

What marketing mistakes has your company learned from?

When I was first in business I learned how important it is to stay fresh and seasonal. Fresh designs, fresh jewelry, and understanding when is the optimal time to introduce certain pieces. No matter what kind of business, timing plays an important role in the success of a product.

How is your company using online and social media to advance your marketing goals?

We use Facebook quite a lot, but not just to show jewelry. Our media gal, Meagan, has a terrific sense of humor. She showed two neighbor dogs peeking in the outlet store windows, and Meagan posted “Our first customers of the day waiting to get in!” We also send out a monthly newsletter to our email customers (We also promise not to send more than one email per month!) Emails feature new merchandise, newly discounted merchandise, our upcoming show schedule, and they also feature one of our crew members in each “behind the scenes” edition.

What top 3 things do you attribute to your success?

Keven Luhman’s excavation business dump truck with vinyl graphics by ultragraphics Billings

Prayer, a great supportive husband, and a wonderful team!

How do you differentiate your company from other competitors in the marketplace?

We design 50-75 new pieces of jewelry twice a year. It’s essential that we stay fresh. Our factory outlet store is a natural outgrowth of this idea, as we must move excess inventory in order to stay fresh.

What’s your best marketing tip for other small business owners?

Figure out your target audience and ask ultragraphics to help you reach them!

9873 US Highway 212 | Joliet, MT 59041
(406) 860-3898
coolwaterjewlery.net

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