'Make Chirstmas Happen' Marketing Programme

‘Make Christmas happen’ is a structured commercially led support programme for a cohort of 16 participants, put together for those who are best positioned within an independent jewellery businesses to ‘make it happen’. The programme will push the cohort as a group, and the individual representatives in the respective jewellery retailers to promote their business as efficiently and effectively as possible, to maximise sales through October, November and December, pivotal months for many in the trade.

With no VIP evenings, supplier or designer showcases, or in fact group gatherings of any note, many jewellers will not be able to deploy their ‘usual’ festive campaigns. Right across the sector, jewellers will be challenged to think differently in the midst of a pandemic to maximise sales, which has led the Association to move quickly to publish the programme amid ongoing government announcements.

The programme only demands on average 90 minutes a week out of the business on the business and is of maximum benefit for independent jewellery retailers who due to COVID feel existing campaigns are void, may be considering different campaigns but are unable to draw out a focus, may have started their campaigns but are finding taking deposits challenging, or even not yet considered any campaigns of note due to the pandemic’s influence on the jewellery business to date.

 

The Mentor

michael donaldsonIn parallel to the structured development programme is business mentoring from leading industry consultant and JET Business Network (JBN) facilitator, Michael Donaldson.

With over 30 years blue chip commercial experience under his belt selling everything from bars of soap to bars of gold; Michael will support each candidate with three one-to-one sessions, as well as facilitate four group sessions with others in the cohort to share best practice and insights that will help you make Christmas happen.

About the Programe, Michael says,

"Christmas has traditionally been the most important trading period of the year and is often referenced as the month jewellers make their money, but this Christmas is different. Doing what you have always done will be no guarantee of getting through 2020 unscarred.

"The NAJ support programme has appeal for every retail jeweller - those who want to sense check their current plans, those still thinking about their plans and whose who haven't had time to think about Christmas, let alone a sales plan" 

View more about Michael

 

 

Xmas presents

 

Benefits

Taking part in the programme will mean that you:

  • Join a network of individuals just like you, many going through the same challenges you're faced with
  • Benchmark your business against other retail jewellers, and understand how your business is doing or could be doing
  • Benefit from one-to-one tailored support from a top jewellery industry business coach
  • Review your business promotion strategies and the range of methods and media that are available
  • Ensure you are in tune with what your customers need to know and how they want to receive information from you and optimise your promotional spend
  • Deepen your understanding of the power of social media and digital resources for PR, marketing and advertising
  • Learn how to create powerful marketing campaigns that engage and connect with the target audience, including Christmas campaigns using Facebook Ads
  • Ensure that your sales assistants are fully prepared and product knowledge/ sales skills are up to speed for Christmas 
  • Access `ready to go’ marketing materials to help get your Christmas campaigns off to a flying start.

 

The Programme

For the principal ‘Make Christmas Happen’ nominated individual:

 Promoting your Business module from the JET Business Development Diploma

  • Choice of novice or intermediate Social media online course – Social Media Theory and Fundamentals OR Foundation in Search Engine Optimisation OR Effective LinkedIn Lead Generation
  • Three one-to-one planning sessions with Michael Donaldson, JBN Facilitator
  • Four group sessions with other members of the cohort, facilitated by Michael Donaldson
  • Template festive media packs and social media collateral
  • One seat for the `Creating stand-out Christmas ads on Facebook to generate sales’ masterclass and one for the PR masterclass.

 

For supporting sales staff:

  • Up to five logins for a JET Essential module of your choice, for example jewellery, selling and customer care, rings, diamonds and gemstones.
  • One Advanced selling module from the JET Business Development Diploma (applicable to a nominated sales representative)

 

Additional Resources

Signposting to relevant Better Business Resources, including;-

  • Building Relationships on Social Media webinar
  • First Steps in Online Sales webinar
  • Setting Sales Targets and Sales KPIs online resources

 

Programme Timetable

w/c

activity

mode

5.10

One-to-one programme initiation meeting with Michael Donaldson

  • Identify individual objectives
  • Present the Promoting Your Business assignment

Assign colleagues for Sales Assistant training (JET Essentials module, JET Business Development Customer Management module)

Phone or online meeting

12.10

Promoting Your Business (JET Business Module) Study

 

Complete individual Learning Log

Personal reading Personal reflection

19.10

Group cohort meeting with Michael Donaldson

  • How can we help and support each other?
  • Agreeing actions and accountabilities

Promoting Your Business (JET Business Module) Study

 

Complete individual Learning Log

Online meeting

 

Personal reading Personal reflection

26.10

PR/Marketing Masterclass (Lucy Cripps)

Promoting Your Business (JET Business Module) Study

 

Complete individual Learning Log

Live Webinar

Personal reading Personal reflection

2.11

One-to-one meeting with Michael Donaldson

  • Review progress
  • Discuss challenges and inspire performance

Promoting Your Business (JET Business Module) Study

 

Complete individual Learning Log

Phone or online meeting

Personal reading Personal reflection

9.11

The Secret of Making Christmas Sales from Facebook Ads Masterclass (JC Social Media)

Fundamentals of Social Media Theory Personal Study

(or Effective LinkedIn Lead Generation / Foundation in Search Engine Optimisation Personal Study)

Complete individual Learning Log

Live Webinar

 

Personal reading

 

Personal reflection

16.11

Group cohort meeting with Michael Donaldson

  • How can we help and support each other?
  • Agreeing actions and accountabilities

Fundamentals of Social Media Theory Personal Study

(or Effective LinkedIn Lead Generation / Foundation in Search Engine Optimisation Personal Study)

Complete individual Learning Log

Online meeting

 

Personal reading Personal reflection

23.11

Continuing with Personal Study

 

 

Complete individual Learning Log

Personal reading

Personal reflection

30.11

One-to-one meeting with Michael Donaldson

  • Review progress
  • Discuss challenges and inspire performance

Continuing with Personal Study

 

Complete individual Learning Log

Phone or online meeting

Personal reading Personal reflection

7.12

Group cohort meeting with Michael Donaldson

  • How can we help and support each other?
  • Agreeing actions and accountabilities

Continuing with Personal Study

 

Complete individual Learning Log

Online meeting

 

Personal reading Personal reflection

11.1

Prepare draft of Promoting Your Business (JET Business Development) assignment

Personal study

18.1

Group cohort meeting with Michael Donaldson

  • Sharing results, learning and future plans

Online meeting

25.1

Submit Promoting Your Business (JET Business Development) assignment

Email

 41522419 m

Time Requirements

Participants will need to be able to commit:

  • 20 minutes each month for a one-to-one meeting with their business coach
  • one hour each month (alternate weeks) for a group cohort meeting
  • two x one-hour slots (October and November) for the live webinars
  • 30-60 minutes per week for personal study and reflection

 

Booking

 

Fees

£1495+VAT for Members

£1945+VAT for non-members

All bookings are subject to the NAJ's Terms and Conditions

 

Register

Registration for the cohort is strictly first come, first serve and interested parties should contact Marie Garnett, Head of Education at the National Association of Jewellers to register their interest before the cut-off date of Friday 2nd October.

Register Interest

Or call 0121 237 1110