OWN IT

The biggest waste of money that I see with jewelers’ advertising is spreading their dollars over too many mediums and not dominating any of them. Actually the BIGGEST waste I see is jewelers who are guilted into charitable contributions (either money or product) that do not provide a good ROI,  But that’s for another post. Whatever you do in marketing, OWN IT. If you can’t own it, don’t do it. The biggest frustration for marketing professionals is when jewelers say, …

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How to make your ads INSTANTLY work better

There is a gatekeeper in our brains. He’s there to ward off and ignore any boring, repetitive, useless messages. As soon as he encounters ad-speak, cliché or useless phrases he sticks them with a pitchfork and throws them right off into the burning pile of rubbish of advertising messages that go blah blah blah. The gatekeeper is Broca’s Area and once you get to know him, he can be your friend and will let you pass into the area of …

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A Touching Mother’s Day TV Spot

Here is a wonderfully emotional TV spot that we created for Mother’s Day. This ad will tug at the heartstrings of your customers. Feel free to buy it directly from our website below. The price is $799 and you OWN the ad for a full year! We will customize it with your logo and tag line and deliver to your TV station. Happy Mother’s Day! See this ad and other emotionally compelling spots at Creative Edge Ads.

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Owning Bridal in Your Market – Part 3

Here is my latest post on how you can own the diamond market in your town.  If somebody already is the diamond king… perhaps being number 2 or 3 wouldn’t be to bad.  Or how about doubling your bridal sales. Enjoy! Brought to you by:

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Thoughts on Jewelry Advertising

If you’re like most jewelers, you’re running the whole ball of wax.  Marketing, selling, goldsmithing, accounts payable, buying…. You get the idea.  So if you’ve decided to do your own advertising, I’m going to give you a few hints. Make your message relevant – You’ve got to ask yourself  “Why does anyone care about what I’m saying?”  If your message isn’t interesting enough for you, then it’s probably going to be useless to everyone else.  Make your opening statement POP …

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Advertising Doesn’t Work

I’ve actually heard that there are consultants out there that are telling jewelers NOT to advertise. “Unless it shows a return…. don’t do it!”   I’ve got to pull all my PC-ness off the table here are say… BULL!  Even crappy advertising works.  You know it does. Take a look at all the junk you see on TV and notice that no matter how poor the ads are, no matter how annoying the message, the people advertising are usually driving a …

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Why aren’t my people Clientelling?

One of the passions I have that directly ties to marketing is learning why people do what they do.  I’m very interested in their motivations.  This one is simple, but a surprising number of jewelry store owners refuse to get it. Why one of your staff would be so bold and forward as to pull out a business card and hand it to the gal at the grocery store lies greatly with YOU.  And the answer lies within the book …

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Owning Bridal in Your Market – Part 2

  Part 2 – Owning Bridal in Your Town CLICK HERE   This is part 2 in my series about How to Own the Bridal Market in your Town.  I created this as an answer to so many jewelers who sell one or two engagement rings a month while the guy down the road is selling one or two per DAY.  This series represents a general guideline as to how to capture your bridal market.  Each store and market is …

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The Diamond Fairy

I was working with Joe, Ben and Amy Ziemba over the holidays at J Anthony Jewelers in Neenah, WI.  They shared this video with me and I just HAD to share it with you.  This is an example of a fantastic promotion that Joel David of J David Jewelers in Oklahoma did.  I’ll learn more from Joel and get back with you.  But for now, sit back and enjoy this.  Something tells me it was a big hit.The Diamond Fairy

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Going the Second Mile – A Wonderful Video

The Bible tells a story in Matthew 5:41 about going an extra mile if you are asked to go one mile.  If someone forces you to go one mile, go with him two miles.  It was a Roman rule that a soldier could force any Jew to carry his pack and weapons one mile.  Jesus encouraged his followers to not only go one mile with the soldier, but two, as a statement of integrity, character and a witness.  Independent jewelers …

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