When Advertising For The Holidays, Pick One Medium And Do It Well

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LET’S BE HONEST. You have no marketing plan for 2020. Well, you did, but it was thrown out in March. You’ve been leading your store day by day, flying blind, not knowing what will happen next. If this year has shaken your confidence in your business, your community and your country … well, you’re human. And here’s the real shocker: It’s been a great year, financially, for many of America’s finest jewelers!In all my 25 years as a marketing consultant in the jewelry industry, we’ve never seen anything like 2020. So, one would naturally assume that everything that worked pre-COVID no longer applies, right? The rules of advertising have changed, haven’t they? Well … in some ways yes, and in others, absolutely not.
All jewelers I’ve ever worked with are guilty of at least one of these three advertising mistakes:

Too much of nothing. You nibble a little here and there, or you don’t really advertise at all. You’re too proud or too cheap to invest in your brand, so you just bounce along hoping “word of mouth” and your “reputation for quality” will build your business. Hope is not a plan. These …

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