Contact Source for Tracking New Names

We track how customers find out about us in order to know which of our marketing campaigns is getting us good results. The Contact Source field in the customer record has a drop-down menu from which you can select the item that best describes how the customer FIRST found out about us. Make sure this is filled out for every new name as soon as it is entered. Be sure you ASK the customer how they heard about us, and not just assume.

This Contact Source will now be used for the Sales Source on every sale, refund, and repair to this customer (as of August 2024). You don’t need to ask the customer for a separate Sales Source every time they come in. The Sales Source for every invoice will be the same as the Contact Source in the customer record. If the customer originally came to us from our TV ads, every sale after that will be statted under TV. Repairs are not coded to “repair” sales source – they are also coded to the Original Contact source. If the customer comes in to get a repair done, find out how they know that we do repairs!

IT has created an automated computer routine that will run every day that will find any Sales Source on an invoice that doesn’t match the Contact Source on the customer record and change it to match (as of February 2025). But you must still look up the customer’s record before invoicing to see if the Contact Source is filled out.

If the Contact Source was originally blank, it was changed to say “ASK FOR CONTACT SOURCE” for all customers from the beginning of time.

IF YOU LOOK UP THE CUSTOMER AND SEE “ASK FOR CONTACT SOURCE,” ASK THE CUSTOMER IF THEY REMEMBER HOW THEY HEARD ABOUT US THE FIRST TIME. Enter that info into the Contact Source field on their customer record. If they don’t remember, enter CUSTOMER ASKED – NOT KNOWN as the Contact Source. If they say Catalog, Letter, Call, Repair, or anything else that cannot be a Contact Source, enter CUSTOMER ASKED – NOT KNOWN. Just accept their answer, don’t try to argue with them, we don’t want the customer to feel badly that they don’t remember.

These are the current Contact Sources:

• ASK FOR CONTACT SOURCE – means we never found out how they heard about us so we need to ask now and see if they can remember.
• CityBeat – was an alternative weekly newspaper, no longer exists.
• CUSTOMER ASKED – NOT KNOWN – means we asked them how they heard about us and they don’t remember.
• Dealer – Jewelry dealer, not a customer.
• December Nights – We used to participate in the opening ceremony and have a booth at the event.
• Direct Mail – We have sent out direct mail pieces in the past.
• Donation – If the customer uses a donated gift card for the purchase.
• EDDM – (Every Door Direct Mail) If the customer discovered us through promotion sent by Marketing to a zip code mailing list. Currently there is no campaign running. Marketing will notify you if this is to be used.
• Employee – this is an employee of the store.
• Exquisite Weddings – a weddings magazine that no longer exists.
• Facebook – If the customer discovered us on Facebook.
• Instagram – If the customer discovered us on Instagram.
• Internet – use if they found us by search on any browser other than Google.
• Internet Ebay – If the customer discovered us because we sold on Ebay.
• Internet- Etsy – If the customer discovered us because we sold on Etsy.
• Internet – FirstDibs – If the customer discovered us because we sold on FirstDibs.
• Internet – Google – If the customer discovered us from a Google search.
• Internet – Yelp – If the customer discovered us on Yelp.
• Internet – YouTube – If the customer discovered us on YouTube.
• Internet Video – KGTV digital video ad campaign no longer running.
• Magazine – If the customer discovered us through a magazine ad; type the name of the magazine in the Group field to the right of the Contact Source. If the customer does not remember, type “doesn’t remember” in the Group field. Currently we are not advertising in any magazines.
• MS Fund Raiser – We attended and had a booth at these events.
• PR – We have periodically hired PR firms to generate good PR.
• R&A Event – a club that Leo once belonged to that held a couple of events in our showroom.
• Radio – we used to run ads on the Dr. Laura radio podcast.
• Referred Friend/Other – If the customer discovered us through a referral. Make sure you type the name of the person who referred them in the Group field to the right of Contact Source.
• Referral- Unknown – If a new customer comes in and:
  1. The new customer does not know the name of the person(s) who referred him/her.
  2. The referrer is not a current customer and has not shopped at our store, but still put their name in the Group field to the right of Contact Source.
• Referral – Vendor – a customer was referred to us by one of our vendors.
• Salesperson Met – If the new customer is someone you personally met outside the store.
• Saw Sign/Drive by – If the customer discovered us by seeing our sign.
• TV ad – If the customer discovered us through our TV advertisements.
• Union Tribune – we used to advertise Rolex buy and sell in the UT.
• Wholesale Customer – this is a buy customer who became a retail customer.
• Yellow Pages – If the customer discovered us through finding our ad that was in the YP.
• Z – Catalog – DO NOT USE – most people don’t get a catalog of ours until they’ve contacted us somehow. If they got on the list to get a catalog from the website, the Contact Source is Internet – Google. If they got on the list to get a catalog from Facebook or Instagram, the Contact Source Facebook or Instagram. If they got it from a friend, the Contact Source is Referral – Friend.

INTERNET CONTACT SOURCE

When a first purchase customer tells you they found out about us on the internet, ask them if they’ve seen our TV ads. If they’ve seen the ads, they may still say they searched us on Google, but that isn’t really how they FIRST found out about us. If they saw the TV ad and then searched “Leo Hamel” they might say Internet but it’s really TV.

If they haven’t seen our TV ads, ask them which browser they use (Google, Safari, Chrome, Firefox, Edge, etc.). If Google, select Internet – Google. If it’s anything else, select Internet.

Then on the survey, write down what they came in looking for, as that reveals the keywords they searched on the internet to find us. If they came in to look at Rolex, write “Rolex” in “What did they come in looking for?”.