We all agree that marketing will be a key component to the holiday selling season, especially with cash-strapped consumers making tough buying decisions. Yes people will give, but will they give jewelry? And if they give jewelry, why will they choose your store to buy it from?
Marketing ensures that your store is at the very least on the radar,
but it’s also important to make sure you’re sending the right message.
Jewelers of America Director of Education David Peters shares his “dos and don’ts” when it comes to marketing this holiday season (and year-round):
Do:
- Be reliable and consistent
- Take a long-term view of your marketing and promotions
- Concentrate more on building relationships than pursuing dollars
- Network for new ideas
- Take risks and try new things
Don’t:
- Be complacent
- Become conceited
- Be too conservative
- Stop listening to your customers
- Stop gathering and dealing with information
- Exclude any employee from your marketing efforts
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