Even during a historic downturn, the bridal business has managed to hold up. That said, you can’t afford to take it for granted. Marketing effectively to brides is critical to your success. Over the next two days, Jewelers of America’s Assoc. Dir. of Marketing & Communications Molly Fallon will offer tips on how to get and keep a bride’s attention during this important and happy time of her life.
Today, she looks at in-person outreach, offering the following ideas:
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Attend Bridal Shows: Attending bridal shows are not only ideal to market directly to brides, but also an ideal place to network and develop relationships with other local businesses that provide products and/or services to brides. You build relationships with these business (including Bridal consultants, reception venues, caterers, bakeries, bridal salons, photographers, DJ’s and hair salons) to start cross promoting.
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Get Referrals: Brides often ask vendors for referrals – and some businesses are willing to trade promotional material to distribute to brides. Print postcards as marketing collateral and ask if other businesses will keep them on hand for jewelry inquiries. Remember to offer to reciprocate.
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Hold In-Store Events: Consider holding a bridal event in your own store. Find other local bridal vendors to contribute to advertising and offer them a small table in your store. Serve refreshments, have other business on-hand to provide expertise on a variety of subjects. As a finishing touch, put together goody bags for everyone to take home – be sure to include your marketing materials.
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