[Jewelry making - Article 00463] - Re: [Orchid] Going retail

[John Donivan]

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>     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 

    That's just plain bizarre, to me. We are a trade shop - we don't
    advertise at all, so I have no statistics of my own. We do donate to
    charities regularly and habitually. We have not gotten one single
    customer directly from that (we do it for the charity, not PR). Jo-
Ann
    was on the 11 o'clock news talking about "Blood Diamonds" in a store
    she works in, just last night. I simply do not believe that the 15
    seconds she was on screen is more valuable than putting your name on
    page two of a newspaper that 1 million people read, every day for 2
    months. I'm afraid that this advise violates all of the combined
    advise of marketers of the last 30 years. I can't think of the name,
    but I've been watching the British guy with the new vacuum cleaner
    over the years - many of you have seen him, no doubt. I've watched
    his rise and success, but I've NEVER seen a PR spot with him.
    Advertising isn't an expense, it's an investment. 

http://www.donivanandmaggiora.com
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