As you know, the bridal business remains one of the most vital components of the jewelry business. Even in tough times, people continue to get married. With the right marketing approach, your business can be part of the celebration. In the second of a two-part series, Jewelers of America’s Molly Fallon offers tips on how to market to brides.
Today, she looks at media outreach to brides, offering the following ideas:
-
Go Online: More brides are using websites, such as theknot.com, to research, plan and even network with other brides for ideas.
-
You will have to pay to have your business listed in the local resource guides. But, if your listing links to your company website and you are using a reporting tool (such as Google Analytics) you can easily track if an online listing is driving traffic to your site.
-
Extra Tip: Wedding websites have active forums and online board communities. Don’t forget to monitor their local discussion boards – it’s helpful to see if you’re getting any reviews with real customer feedback.
- Target With Print:
Newspapers: Most local and regional newspapers run special pullout bridal sections once or twice a year. Special rates are often available, especially if you are a regular advertiser with the publication. These special sections are a great local resource for brides, and advertising in them can help gain targeted exposure to your business.
Magazines: Bridal magazines are also popular planning tools for brides. Most national magazines offer advertising for regional editions of their publication, which can be more affordable if you are looking to reach a more targeted geographic area.
Comments