[Jewelry making - Article 00397] - Re: [Orchid] Going retail

[margery epstein]

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

>     you'll have to... advertise a LOT more, also be great at
>     referrals..(etc.) If you're not shy, you can do it, but you'll
>     need to be outgoing... 

    A professional publicist of my acquaintance tells her prospective
    clients that she doesn't believe in "advertising"; she believes in
    "promotion" - i.e., the "free" publicity which interviews in various
    media will bring. Editorial stories/photos can be worth many, many
    times more than you would gain from paid ads because they imply
    endorsement - i.e., it's someone else's good opinion of you - not
    merely "your" good opinion of you. (Learn how to write a good press
    release of your own to get that ball rolling.) 

    In that vein, participation in charity events may also gain you
    increased visibility, although the results are neither guaranteed nor
    consistent. If you can get a name - mention in the event's publicity,
    e.g., that's a helpful piggy-back effect. 

    Re viable location: Check out business areas for the presence of an
    active local business association that would, e.g., promote events
    that attract the public to the area. Retail shopping neighborhoods or
    small centers may have dedicated street festivals and/or shopping
    nights to draw traffic, e.g. and/or other group promotional events
    and even publications like monthly newsletters, both printed and
    online, neighborhood retail maps, etc. An office building would be an
    unlikely venue for that kind of promotional boost. 

margery epstein
____________________________________________________________________
T h e   O r c h i d   L i s t
Open Electronic Forum for Jewelry Manufacturing Methods and Procedures
____________________________________________________________________
Orchid FAQ:
~ http://www.ganoksin.com/orchid/faq.htm
Orchid Archives:
~ http://www.ganoksin.com/orchid/archive
Orchid Galleries:
~ http://www.ganoksin.com/orchid/gallery.htm
Invite a Friend:
~ http://www.ganoksin.com/invite.htm
____________________________________________________________________
Tips From The Jeweler's Bench - Article Archive
~ http://www.ganoksin.com/borisat/tip_sear.htm
The Jeweler's Selected Bibliography List
~ http://www.ganoksin.com/jewelry-books
Buy Orchid Jewelry:
~ http://www.ganoksin.com/shop
____________________________________________________________________
-Unsubscribe:
-Email: orchid-request AT ganoksin.com Body=unsubscribe subject=blank
____________________________________________________________________