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Read the full storyJewelry Retail
Prairie Jewelers
How a small-town jeweler beat the big shops, and won "Best Jeweler" two years running.
Sun Prairie, WIEmail MarketingFacebook AdvertisingLanding Page DesignWebsite RedesignLocal SEO
20%
Email Click-Through Rate
2x
Contest Wins
3x
New Store Visits (Campaign Period)
140%
Social Engagement Lift
The Challenge
Competing Against Big Budgets With Billboards and Radio Spots
Prairie Jewelers had been a Sun Prairie staple for over 40 years. Locals loved them, the kind of place where the owner knows your name, remembers what you bought for your anniversary, and will stay late to help you pick the perfect ring. But when the annual "Best of Sun Prairie" contest rolled around, they were up against competitors spending thousands on traditional advertising: brochures in every mailbox, radio spots during morning drive, even sponsored newspaper sections.
The year before, Prairie Jewelers had squeaked out a win mostly through word of mouth and a loyal customer base. But repeating that win? With competitors doubling down on their ad spend? The owner wasn't so sure. They needed a smarter approach, one that could match the reach of traditional advertising without matching the budget.
That's when they called us.
Our Approach
A Digital-First Campaign That Outworked Bigger Budgets
We knew we couldn't outspend the competition. But we could out-target them. Instead of blanketing the whole city, we focused on the people who already loved Prairie Jewelers, and gave them every reason to show up and vote.
01
Targeted Email Campaign
We built a segmented email list from Prairie Jewelers' existing customer base and crafted a personal, warm email series, not salesy blasts, but genuine messages from the owner thanking customers and asking for their vote. The result was a 20% click-through rate, nearly four times the industry average for retail.
02
Custom Landing Pages
Every email and ad pointed to a dedicated landing page, clean, focused, one action: vote. No distractions, no cluttered navigation. Just the contest link, a heartfelt message, and a personalized promo code as a thank-you for voting.
03
Facebook Ad Strategy
We ran continuous Facebook campaigns featuring high-quality photos of their work, five-star customer reviews, and short video clips of the shop in action. Each ad was boosted to the Sun Prairie area with tight geographic targeting. In the final weeks, we layered in urgency messaging, "Last chance to vote!", that drove a surge of activity.
04
Community Engagement Tactics
We encouraged a simple feedback loop: vote, then come back and comment "done" on the Facebook post. This drove organic reach through the algorithm and created visible social proof that snowballed as the contest went on.
The Results
Back-to-Back Wins and a Store Full of New Faces
Prairie Jewelers won the "Best of Sun Prairie" award for the second year running, and it wasn't close. The digital campaign generated more votes, more engagement, and more store traffic than any traditional approach their competitors threw at it.
But the real win went beyond the trophy. The campaign brought in foot traffic from people who had never visited the store. Many of them mentioned seeing the Facebook ads or receiving the emails. The promo codes gave us clear attribution, we could see exactly how many people came in because of the campaign.
More importantly, Prairie Jewelers now had a playbook. A repeatable, measurable digital strategy they could use for future promotions, seasonal pushes, and beyond. No more guessing. No more hoping word of mouth would be enough.
“I bought this business from an older guy and Lakeside came in day one and set me up for success. They ranked us #1 on Google, built our Shopify store, POS system, and the whole marketing and remarketing funnel. We've won Best of Sun Prairie four years in a row now.”
5.0Google Rating
What This Means for Your Business
Key Takeaways
You don't need the biggest ad budget. You need the sharpest targeting. A $500 email campaign beat competitors spending $5,000 on radio and print.
Your existing customers are your most powerful marketing weapon. A personal ask from the owner beats a generic blast every time.
A landing page with one clear action converts 3-5x better than sending people to your homepage. Always.
Campaigns that encourage visible community participation (like commenting "done") create organic momentum that money can't buy.
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