As part of our developing marketing strategy for Laceworks Jewelry, we decided to start focusing on event driven sales campaigns.
Client: Laceworks Jewelry makes handcrafted filigree in silver and gold using techniques that are more than 5000 years old.
Project Description: Produce a two part email campaign for our event driven August sale.
A Quote
“Every August, the people of Japan celebrate Obon, a festival dedicated to honoring the spirits of the ancestors.”
The Inside Scoop
Full Disclosure: I’ve been working as the Executive Director for Laceworks Jewelry since late 2013. With the unique skill set I provide, I have built the Laceworks brand from the ground up, both in print and on the web.
The Campaign
As part of our developing marketing strategy for Laceworks Jewelry, we decided to start focusing on event driven sales campaigns. These would take place during special events, with only those pieces which pertained to the theme of the event on sale.
As our first foray into this territory, we chose the Japanese holiday Obon, a festival in August celebrating the spirits of the ancestors.
To mark the event, we decided to offer limited-time, discount prices on some of our “vintage-inspired” pieces.
The campaign was a success, and we’ll most certainly be following up with similar, themed sales events in the future.
My Favorite Part
Tying our sale to a unique, Japanese holiday—so cool!
See the results:
