Marketing your business is more essential today than ever before. It is during uncertain times that marketing and public relations must become a priority. However, without spending millions on a marketing campaign, how do you go about effectively marketing your business? Before you even begin to market business, take a good hard look within.
During the Jewelers of America Education Seminars at the JA New York Show, Jewelry Information Center’s Amanda Gizzi will be leading “Maximizing Marketing Effectiveness: Preparing You and Your Business for Marketing Success,” where she will discuss the following tips to get you on your way to thriving in marketing:
- Identify your store’s unique selling perspective (USP.) Sit down evaluate what makes your store special. What separates you from your competitors? Why should someone purchase from you instead of anyone else? Assess if your answers are truly unique and special to your store. Your unique selling perspective should be communicated in one or two sentences. Your USP should be articulated in all of your marketing efforts.
- Know your market. Before beginning to market your business, you must conduct full marketing research. Who is your key target market? Get to know their needs. After you know who your market is and what their needs are, that should better help you determine if your products and services meet their needs. To be successful, you cannot be all things to all people.
- Promote value, not price. Price is about just the product. Value is about the overall consumer experience. Fine jewelry and watches tend to be more valuable to people than the monetary value of the piece itself because it is tied to emotion.
Take The tip:
Attend “Maximizing Marketing Effectiveness: Preparing You and Your Business for Marketing Success” at 4 p.m., Tuesday, July 29, at the JA New York Summer Show. The session is located in the Jewelers of America Retail Learning Center Classroom located directly on the show floor in booths 2982-3085. For more information or to register for the show, click here.