Some are reading this pre-show, others during or post. Regardless of the timing, this feature will reveal the seldom discussed yet time saving and money making tips of the trade. These special show tips, be they as last minute add-ons, strategic follow-ups, or booth traffic and PR tactics for next year are proven.
Before we dive in, here’s a bonus secret for buyers: “The Sunday Vault Flush.”
It’s a logistics panic. On the final day (Monday), exhibitors face heightened shipping insurance costs and high-security freight fees to transport unsold inventory back to their home vaults.
Exhibitors routinely reduce margins on Sunday to avoid shipping overhead, turning a thin-profit sale into a cash-flow victory. Tip: Target independent booths and focus on mid-sized international pavilions (e.g., India, Hong Kong, or Italy sections) where shipping logistics back home are most complex.
The Exhibitor Online Energizer
Exhibitors don’t fully leverage the power of the JCK show site. Everything you need, some of which you didn’t know about, are at your fingertips and mobile optimized.
The front-page modules are easy to navigate and offer quick, clean and critical information. Be sure to upload eye-catching photos. Include testimonials and reinforce what you offer that most, or none other do.
Connect with prospects by emailing your hub page with a custom message from your JCK show page.
Don’t Miss a Sale: Scan All Prospects
Use Colleqt QR Code at your booth to allow visitors to scan and collect your profile information, enabling lead capture even without direct interaction. Also. use the JCK Lead Manager to consolidate leads from digital and physical interactions.
Exhibitors use e-vites in the hopes of securing show appointments in advance, yet passer-by traffic are often buyers in the wings. For this, you need a head turner and here’s a “secret” – Male and female models.
Turn on your brand’s personality and sensuality by donning your designs on a GQ-worthy male and a
Harper’s BAZZAR cover gal type at the corners of your booth.
Picture him shirtless with a buttoned black blazer and black jeans. He’s ready for any neck, wrist or hand dazzling accessory and quick to interact with passersby. She’s in a simple black dress – the perfect canvas for your jewelry showstoppers. Excite the models on what they are wearing so they may excite prospects.
Book your model talent through show services, the same division addresses plant rentals and live florals. For security purposes, it’s important to follow these rules. Don’t hire a model or expect to dress your space with fresh florals outside the JCK show system.
passersby in an educated fashion. Photo: Luxe Licensing
You know every major consumer fashion and bridal magazine and site will be walking the show. While last minute editorial meeting requests, even with niche titles, are shunned as they’re booked solid. Fear not; there is a PR secret to be front and center with this media.
The JCK Press Room
Place twenty media/press kits on the JCK Press Room greeting table. You’ll need a well photographed and written media/press kit with a point of difference. Placing a few brochures on the table won’t cut it and forget about dropping off business cards… your presentation must act as a silent salesperson to spark interest and gain a possible post show editorial mention.
Image advice: Showing handcrafted shop shots in contrast with close-up lightbox photos are utterly overused. Use brand focused creative and reinforce your DNA into the visuals and copy.
Get the show media list of magazines in attendance and look up their editorial calendars. After the show, highlight the specific month(s) and theme(s) that align with your brand. Be sure you give several weeks advance notice to the writer with high resolution images and fast facts that could gain your future edit.
Digital Ad Direction
JCKonline.com is a consistently high traffic site with qualified traffic spikes pre, during and post-show. Some think online ads surrounding the show are lost in a bevy of competition and live show elements. Others know the right message, creativity, placement and frequency will score clicks and conversations while offering another reminder of your business.
The savvy media planner leverages the JCK Daily Newsletter emailed to subscribers, will consider a JCK Jewelry District live podcast ad read along with select online visibility options. Many claim their best ad responses are seen up to one month post show as many leads return to this site.
This next idea is for your next JCK show, but it is a powerful, proven give-a-way promotion. This qualified traffic driver will ignite conversation.
Start with attention getting eye candy design to give-a-way. The perceived value of the item should be high, but the design may feature Moissanite or non-precious gemstones. If you are showcasing LGDs, have the stone cut and shape draw as much attention to the finished wearable art.
Next, invest in a tabletop vitrine, ideally with its own battery powered light source as you’ll want the freedom of placing this glass cube in a high awareness area close to your sales people.
affordable option of various LED color temperatures via strip lights add
dynamic allure by outlining the interior glass.
The secret with this promotion are the keys. Generate 200 metal keys that each fit the lock of the vitrine, but only one unlocks the treasure.
These keys are mailed to select prospects three weeks before the show. They book an appointment with you, bring their key and attempt to win. The interaction begs conversation, excitement, curiosity and ushers in brand awareness and newfound qualified leads. To be ethical and legal, make the winning mailed key random. The honest surprise factor from all concerned is always positive and evokes trust.
Be sure to have your phone cam ready to capture video and stills of the winner’s experience for social media posts during and after the show.
Successful show follow-up strategies depend on speed, precision, and sustained visibility.
Within 48 hours, exhibitors should reconnect with every qualified buyer, retailer, editor, and sourcing contact using personalized messaging that references specific conversations, collections, or pricing discussions from the show floor. Do so by inventive SMS or WhatsApp messages over emails or calls. Traditional tools should be used once the follow-up responds to the SMS.
Effective follow-ups should include concise digital lookbooks, wholesale terms, press-ready imagery, and direct contact information for immediate engagement.
Next, open the flood gates. Within a week of the show, use multi-channel communication through LinkedIn, your JCK hub page and trade media print and online placements keeping you top of mind
A final idea: Take photos of the most intrigued new leads and your best repeat customers. Post multiple shots daily on Instagram tagging each person and their business. This typically prompts likes, shares and comments while subtly promoting your line. ◆
Dan Scott, Scott Kay’s former CMO of 10 years, highly respects natural diamonds as without them, LGDs would never be created. Known as a Brand Architect, Dan has produced LGD and diamond videos for Chanel, Gucci, Crevoshay and more. Each may be seen on YouTube under Luxe Licensing, where the average viewer count exceeds 4.5k. He welcomes discussion and may be reach at 862.484.7498
