All-New: Monthly Marketing Kits for Pawnbrokers

As we enter 2021, pawnbrokers face some critical questions: How long will my community face disruptions due to the pandemic? When will my revenue stabilize? What impact will lawmakers have on my business as new government administrations take office? 

Like you, I don’t have a crystal ball to predict the future, so I don’t have all the answers. However, there is one critical question that I can help you answer with confidence: How will I market my pawn business in 2021? 

The MIX: Marketing Idea Exchange, founded in 2009, is all-new for 2021 with a completely fresh approach. Simple and straightforward Monthly Marketing Kits mean that your strategic marketing planning for the next 12 months is DONE! 

There is one critical question that I can help you answer with confidence: How will I market my pawn business in 2021? 

It all launches with our February kit, which is available on January 15th, although I’m sharing a limited sample version with you now…give it a try and you’ll agree that it saves you time, improves your consistency, and gets new business through the door for the short- and long-term!

In addition to 365 days of planned social media posts specifically geared to the pawn industry, you’ll work through quick wins every month which cover the most marketing areas that are most important to pawnbrokers:

      • Digital marketing: We’ll focus on one proven digital tactic per month that you can master before moving on to the next.
      • Traditional advertising and marketing: Host sales and promotions in your store that have proven effective for your peers. 
      • Community or public relations: Pawnbroking is frequently misunderstood. We can change that. Every month, we’ll outline one simple step that you can take to help build essential relationships with media and influencers in your community.
      • Advocacy: You work in one of the world’s most highly-regulated industries at one of the most challenging times in its history. Grassroots political activism is critical for your business survival. Getting started can be intimidating, so we’ll work together to build relationships with key leaders and legislators at the local, state, and federal levels.

You’ll also be invited to collaborate with our welcoming community of MIX members, who will help you brainstorm ideas to customize your kit further and maximize your results each month! 

I’ve worked in marketing pawnshops just like yours for over ten years and have built a reputation for results. Jackie, a gemologist and pawnbroker from San Diego, says, “I recommend Cyndee highly to anybody interested not only in marketing their pawnshop, but thinking in the long-term about building a strong brand with staying power.”  

Now, I invite you to take advantage of this opportunity to finally feel confident in your marketing strategy.

Pawnbrokers face more challenges and uncertainty than ever before. Spend this new year maximizing your outcomes, not missing opportunities. You can focus on doing what you’re best at—running your pawnshop, and leave your marketing to MIX! 

You have nothing to lose. If you try this approach for 30 days and are unsatisfied for any reason, I’ll give you your money back, no questions asked. You can also cancel at any time for any reason.

  • STEP ONE: Click here to download the January Quick Wins
  • STEP TWO: Click here to grab the daily prompts in an easy to copy-and-edit Word document and click here to access the dropbox file full of accompanying graphics. 
  • STEP THREE: Click here to reserve your seat for our MIX call to share feedback about January’s Quick Wins call on January 14th at 12pm noon eastern as well as a preview of the February Kit! 

Daily Content/Social Media Prompts

Update your store hours and copy-and-paste this quote: “Learn from yesterday, live for today, hope for tomorrow.” —Albert Einstein

#happy2021 #happynewyear”

https://www.canva.com/design/DAERcN6e3WE/share/preview?token=Rqvq1MxIzguvu79D-BeLvw&role=EDITOR&utm_content=DAERcN6e3WE&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

“Didn’t get what you wanted? Got something you don’t? We fix Santa’s mistakes! Stop by to shop our extensive inventory or turn your items into cash!

#afterchristmassale #giftreturns”

https://www.canva.com/design/DADuYTxPXy8/share/preview?token=L5gOitPtAzlTsVY8uFZF3g&role=EDITOR&utm_content=DADuYTxPXy8&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

COPY-AND-POST (or edit as you like! and don’t forget to add a custom hashtag or two!)

“Can you guess the value of this 14.83-carat fancy vivid purple-pink diamond? 

In November 2020, “The Spirit of the Rose,” set a world auction record price for a diamond with this rare color combination. 

It sold for almost $27 million! 

Curious about the value of your fine jewelry? Stop by our store and speak to one of our geologists!

 

#diamonds #gemstones”

Link to photo: https://dam.sothebys.com/dam/image/auction/ea7f4691-3fb9-4bb0-a96b-1a30f894e86b/primary/extra_large!

“Nationwide, there are about 10,000 pawnshops, most of which are family owned.

#nationaltriviaday #funfact #pawnshop”

https://www.canva.com/design/DAEETXLnsZU/share/preview?token=TfHR8sMye-knIYZa-OSfUw&role=EDITOR&utm_content=DAEETXLnsZU&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Post a photo of a really hot item that is a REGULAR SELLER (something that you commonly have in stock).

Use this post as an opportunity to highlight some of your most popular sellers and/or items that you’re most commonly asked about.

Live video is a powerful medium! Film a short LIVE video that invites your audience to give you feedback. Drop your review links in the comments sections. Use this draft script as inspiration: 

“Good afternoon, I’m ___ coming to you from XYZ Pawnshop. 

Today, like every day, we are busy helping customers get the cash they need or the deals they want. It’s always our honor to serve our community and we appreciate each and every one of you! 

I have a favor to ask–if you’ve done business with us, will you take a couple of minutes to leave us a review? We would love to hear from you! It’s easy, just click on the link that you’ll find in the ‘comments’ section below! 

Thanks in advance, your feedback helps us improve what we do here and helps others learn more about our small business.”

Share a helpful TIP for your followers. 

You can film a quick video tutorial 

Remember, offer a tip and then ask your followers to share one of their own that you can reshare!: 

January is the perfect time to promote your LAYAWAY PROGRAM, particularly if you offer a 10-10-10 approach (10% down, 10% per month, for 10 months)! Just a simple reminder to let your customers know how it works as well as its benefits. 

“Now’s the perfect time to take advantage of our layaway program!

#layaway #smartshopper”

9: NATIONAL LAW ENFORCEMENT DAY: Make plans to recognize those who keep our communities safe!

“We celebrate those who serve and protect with gratitude and respect!

#lawenforcementday #protectandserve

https://www.canva.com/design/DAERdA4ePX8/share/preview?token=jzRzrC3hNpPCaGUS2Dy1xQ&role=EDITOR&utm_content=DAERdA4ePX8&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Regularly take some time out to express your gratitude — for your customers, employees, and community!

Go LIVE in your store with a fun take on the theme of ‘multiple choice’. 

You can offer different pricing guesses on various items around the store (a piece of jewelry, a vintage item, and an affordable luxury piece). This is a fun way to reinforce the fact that pawnshops are always a great place to buy good quality items at a significant discount! 

Post a photo from your luxury collection — such as a luxury watch, a piece of fine jewelry, or a handbag. 

Add a caption that explains your policy for buying, selling, and loaning on luxury items. Provide information about your authentication process, your payment terms, trade, etc. 

Post a photo of a really hot item that is a REGULAR SELLER (something that you commonly have in stock).

Use this post as an opportunity to highlight some of your most popular sellers and/or items that you’re most commonly asked about.

Everyone loves showing off their four-legged friends, invite your audience to share photos of theirs, with or without accessories:

“It’s National Dress Up Your Pet Day and we’d love to see a photo of YOUR pet whether they play along or not!

#NationalDressUpYourPetDay #lovemydog #lovemycat”

https://www.canva.com/design/DAERd2wM0UI/share/preview?token=RRIXsKii29Uc99r9OHvzpg&role=EDITOR&utm_content=DAERd2wM0UI&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Let your followers know how much you appreciate them by engaging with them all the time. This includes responding to them when they comment on posts, replying to their reviews (even negative ones), and regularly thanking them for being a part of your online community!  Friday is a perfect time to SHARE content that one of them has shared with you, which will encourage others to do the same! 

Here are some ways to celebrate FOLLOWER FRIDAY: 

  • With permission, post a photo of a customer (preferably someone who is making a purchase) and ask them to TAG themselves. Add a caption like “Our customers love our jewelry inventory!”  
  • Post a screenshot of a positive review from a customer and add a caption like “Thank you for your business and feedback!” 
  • Reshare content that customers have shared (like an Instagram post where they tagged you or a photo where they checked in at your location)

Take this opportunity to highlight your gift card program and encourage customers to consider giving store gift cards for their hard-to-buy-for friends and family members. If you buy gift cards then of course you can highlight that as well!

https://www.canva.com/design/DAERd7NG9G8/share/preview?token=kjS9RSphhlPb3cSVWTC21w&role=EDITOR&utm_content=DAERd7NG9G8&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Social media contests can be a fun way to mix it up and encourage engagement among your followers. One of the most important things to remember when hosting a contest on social media is the follow-through. Be sure that you don’t forget to determine the winner and recognize them in a public way.

Another common mistake for hosting a social media contest is making it too complex — you’ll notice that the different ideas provided below have a narrow focus and are fairly straightforward. Make sure that you have contests that have clear guidelines, simple instructions, and are fairly short in length (just a few days, probably no more than a week).  

#contest #giveaway 

https://www.canva.com/design/DAERdwlWNks/share/preview?token=fj43GSWJB4WC1xsxMJFpuw&role=EDITOR&utm_content=DAERdwlWNks&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Coin collecting is a great way to connect with your audience as it’s a topic that many people find interesting, even if they aren’t collectors themselves. 

It’s always a great topic for one of your monthly LIVE videos, but you can also gain a lot of interest when you share a photo of an interesting coin from your collection with an informative accompanying post.  

Visit USMint.gov for coin and currency resources from the US MINT. 

It’s important to position yourself as a leader in the business community. Take the opportunity to reshare positive and informative content from your community—the local chamber, community partners, and others. Whether it’s an article from your local news or a positive news story about a pawnbroker, sharing content is important for establishing your own relevance and building a good media relations strategy. 

Visit pawnbrokernetwork.com for post-worthy news from the world of pawn! 

It’s Inauguration Day! Politics are always a sensitive topic for marketing and social media. We recommend keeping your channels neutral and focused on your business rather than opening yourself up for distractions. Try some Presidential history or trivia: 

“Thomas Jefferson was the first President to be sworn in Washington DC in 1801. 

#inaugurationday #president”

https://www.canva.com/design/DAERqaOiigQ/share/preview?token=KFc2HugQJFND_aa_vClWHg&role=EDITOR&utm_content=DAERqaOiigQ&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

The third Thursday of January, April, July, and October are designated as ‘Getting to Know Your Customers Day’. Letting your customers see you making an effort to get to know them better reinforces the value that you inherently see in them. Today, find ways to focus on your customers.

“Hello! Today, we want to get to know you better with this simple question–Why would you recommend us to a friend?”

#Gettoknowyourcustomersday #weloveourcustomers

https://www.canva.com/design/DAERqvGhirE/share/preview?token=hyM3hxaQVozPzcsye9bWOQ&role=EDITOR&utm_content=DAERqvGhirE&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Let your followers know how much you appreciate them by engaging with them all the time. This includes responding to them when they comment on posts, replying to their reviews (even negative ones), and regularly thanking them for being a part of your online community! 

Friday is a perfect time to SHARE content that one of them has shared with you, which will encourage others to do the same! 

Here are some ways to celebrate FOLLOWER FRIDAY (use hashtags like #FollowerFriday #Friyay #FridayFun )

Every day is a “Gold buying event” at the pawnshop! Still, it makes sense to periodically remind your audience to bring their gold to your shop, either as the collateral for a loan or to sell for cash with a post to your social media channels! 

“We always pay more for your coins, broken jewelry, or other gold items! 

#cashforgold #gold” 

https://www.canva.com/design/DAERqjd-A8o/share/preview?token=pfnZnw482dyqrhHjzNyweQ&role=EDITOR&utm_content=DAERqjd-A8o&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Post a screenshot of a positive customer review and include a link directly to the URL where you want the review. Change it up from time to time, between Facebook, Google, and other sites. Don’t forget to let us know if you need a customized QR code for your links, we’re happy to provide that for you so that you can have printed cards at your check-in counter or point-of-sale station. 

“We love your feedback–review us today! 

#customerfeedback #reviewus #onlinereviews” 

(be sure to include the link to your review sites)

https://www.canva.com/design/DAERqpiTv9I/share/preview?token=fwIcnXQeF-XnUryJulG6Ag&role=EDITOR&utm_content=DAERqpiTv9I&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Post a photo of a really hot item that is a REGULAR SELLER (something that you commonly have in stock).

Use this post as an opportunity to highlight some of your most popular sellers and/or items that you’re most commonly asked about.

Awards season is a great time to show off your jewelry inventory! Here’s a post and fun graphic to post:

“Here are some of our favorite fine jewelry looks from last year’s Grammys awards event. Can YOU guess who wore these gems on the red carpet? We’ll share the answers in the comments later

#grammys #redcarpet

[Later, you can post these answers:

1-Lizzo, wearing a double-V diamond necklace, custom diamond earrings and diamond rings all by Lorraine Schwartz.

2-Shawn Mendes wearing a piece from Bulgari’s Serpenti collection featuring diamonds and malachite.

3-FKA Twigs wearing a Victorian opal and diamond necklace (circa 1890), and tulip-shaped diamond earrings from antique dealer Bentley & Skinner.

https://www.canva.com/design/DAERw4Ihx9o/share/preview?token=RhIv4gNyO8bWMlB4mIaMPg&role=EDITOR&utm_content=DAERw4Ihx9o&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton

Live streaming to your social media audience is an increasingly important tactic! Data shows that live video posts enjoy as much as 3x the engagement of regular posts.

Share a helpful TIP for your followers. Remember, offer a tip such as one of the following and then ask your followers to share one of their own that you can reshare!

#thursdaytip #helpfulhints

Let your followers know how much you appreciate them by engaging with them all the time. This includes responding to them when they comment on posts, replying to their reviews (even negative ones), and regularly thanking them for being a part of your online community!  Friday is a perfect time to SHARE content that one of them has shared with you, which will encourage others to do the same! 

#followerfriday #weloveourfollowers

Post a photo of a really hot item that is a RARE FIND (something that you do NOT commonly have in stock). Optionally, you may also add your own niched and location-based hashtags that are associated with the item and check in to your location. 

See notes from January 17th

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