[Jewelry making - Article 00152] - Re: [Orchid] Advertising benefits

[Karen Christians]

========[ Invite a Friend - http://www.ganoksin.com/invite.htm  ]========



    I second Daniel's response to advertising.  I saw Spirer Somes' ad
    every week and blame him for all the trouble I have gotten myself
    into ; ) 

    But seriously, we spend about $700 a month advertising in movie
    theaters of all things.  We have an ad with a guy banging away on a
    bracelet wearing our Metalwerx apron.  In the background is another
    student wearing her apron, and subtle touches of red and black which
    lead to our huge black and red logo.  We sell our beginning classes
    for $150 including materials. Since we sell these classes out, they
    still make money for us, although not much.  This strategy is called
    "loss leader".   But the quality and seduction of that image is very
    strong.  Our brochure is the highest quality that we could afford to
    print. 

    Our work aprons are a big hit.  I thought of tee shirts and then you
    get into problems of sizes.  Hats were fun, but not everybody wears
    hats.  The aprons are the best, because you can BBQ or cook or
    whatever.  My instructors get a free apron.  When they teach other
    places, they wear our apron and people say, "Oh, do you teach at
    Metalwerx"?  It is the best $1500 I ever spent. 

    Very occasionally we would see a person who saw our ad, and we were
    wondering if the ad was working.  It has taken about six months, but
    sure enough, now people are signing up for classes.  The website hits
    were astronomical, so I knew that people were checking us out. 

    Looking forward to meeting you, 

    -k 

Karen Christians
M E T A L W E R X
10 Walnut St.
Woburn, MA  01801
Phone:781/937-3532
Fax: 781/937-3955
http://www.metalwerx.com/
Accredited Jewelry Instruction


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