Pop-up events are a powerful way to introduce new clients to your permanent jewelry business, but the real success lies in turning those first-time customers into loyal, repeat clients. A well-executed event isn’t just about making sales—it’s about creating an experience that leaves customers excited to come back for more.
By focusing on meaningful interactions during the event and maintaining engagement after the event, you can build strong customer relationships that lead to repeat business. Here’s how to do it.
During the Event: Create a Memorable Experience
Personalize The Moment
Take photos of guests wearing their new jewelry and capture the excitement of the moment. Before they leave, collect their contact information and send them their photos after the event. Not only does this add a personal touch, but it also creates an opportunity to follow up, upsell additional pieces, or even secure a second event booking.
Get Social
Encourage guests to tag you on social media when they post about their new jewelry. Their friends and followers are potential future clients, and social proof is one of the best ways to grow your business effortlessly. Consider setting up a designated "photo spot" at your pop-up to encourage more social sharing.
Start the Conversation
Ask guests about upcoming special occasions—birthdays, anniversaries, bridal showers, or even corporate events. Hand out business cards and plant the idea of booking a private event or returning for a milestone purchase. Take notes and follow up with a personalized email as their special date approaches.
Encourage Future Visits
Give customers a reason to come back by offering an exclusive "next visit" discount or a special promo for anyone who books their own private event on the spot. This creates urgency and increases the chances of securing future business before the event even ends.
Introduce a Referral Program
Word-of-mouth marketing is incredibly powerful. Offer a discount or a gift with purchase for every friend they refer to your business. This not only increases customer retention but also brings in new clients who are already interested in your services.
After the Event: Keep Them Engaged
Follow Up with a Thank-You
Create an after purchase email flow that is triggered after 48 hours and sends a personalized thank-you message to each guest. Include care instructions for their jewelry, a reminder of any discounts or promotions they received, and an invitation to book their next event. A little appreciation goes a long way in building lasting relationships.
Feature Guests on Social Media
Share event highlights and tag guests in your posts (with permission). Seeing themselves featured will make them feel special and more connected to your brand. Plus, it encourages engagement from their social circles, bringing even more visibility to your business.
Host VIP Offers
Turn first-time customers into VIPs by giving them exclusive perks. Offer early access to new charms and chains, invite them to private events, or provide loyalty rewards for multiple purchases. Creating a sense of exclusivity makes customers feel valued and eager to return.
Send a Product Update Email
Keep past customers engaged by emailing them about your latest chain and charm additions. Encourage them to expand their bracelet stack or return for a new, customized piece. A well-timed email with new arrivals or limited-time offers can spark another purchase.
Need Some Help Growing your Business? Let’s Chat About It
At PJS, we’re here to help you take your business to the next level. Book a FREE Customer Success Call with one of our Permanent Jewelry Experts to learn new ways to scale, attract repeat customers, and maximize your sales.
