[Jewelry making - Article 00103] - [Orchid] Advertising benefits

[Daniel R. Spirer]

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    Patania, Advertising is an interesting and absolutely vital necessity
    if you are to grow your business in any market.  We tried for years
    to do it without advertising and while we grew up to a point,
    eventually we weren't pulling in enough new business from our
    immediate area.  During the last recession ten years ago we began our
    advertising campaign and in three years we doubled our sales (during
    the recession).  It is not necessary to point out other jeweler's bad
    points for advertising to work.  What is important is that you create
    an image for yourself that people begin to recognize over a period of
    time.  It will not happen fast (actually we spent the first year of
    advertising, every other week in the Sunday magazine section of the
    Boston Globe, watching our money disappear with virtually no
    response--it was in the second and third years that not a single day
    went by that someone didn't come in and buy something because of the
    ads).  It will be expensive. It must be consistent.  It doesn't
    matter so much what image you choose to project (inexpensive pricing,
    custom work, unique designs) but you must maintain the same image
    over a long period of time. Think about those golden
    arches--immediately recognizable, unable to be confused with any
    other logo or images virtually throughout the world.  Take a look at
    what the really big guys do and do it on a scale you can afford. 
    Also you might want to read the books Guerilla Marketing and Guerilla
    Marketing Attack.  Probably a little dated by now but still providing
    a good base to work from. 
 

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