June 4, 2020  
 
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Marketing a Jewelers' Equipment and Supplies Business

Marketing a jewelers' equipment and supplies business isn't as simple as it seems. To get noticed, you'll need to invest time, energy, and resources in an innovative marketing plan.

Marketing a jewelers' equipment and supplies business can be challenging, especially for business owners who lack a marketing background.

In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. On the upside, great marketing is a real possibility for a jewelers' equipment and supplies business with a strong value proposition and a desire to achieve a visible market presence.

Coupons

Think you know all there is to know about coupling? Maybe not, at least when it comes to using coupons for jewelers' equipment and supplies business advertising. Percentage discounts, volume discounts, and bundling offers are standard coupon fare. In a typical coupon scenario, jewelers' equipment and supplies business operations leverage couponing to entice first-time customers to make initial contact with the brand. To improve the impact of your campaigns, routinely monitor local online and offline marketing channels to learn about the types of coupon offers that are common in your geography.

Staffing Expertise

Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. A dedicated, in-house marketing division is a possibility, but in small businesses, it's more likely that owners or managers will pick up marketing as a secondary job responsibility. That can be problematic because marketing can't afford to be pushed to the backburner. To maintain marketing momentum, many jewelers' equipment and supplies businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many jewelers' equipment and supplies businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy jewelers' equipment and supplies businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.

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Do you have any more tips about marketing jewelers' equipment and supplies businesses? If so, submit your comments and suggestions so other business owners can learn from your experience.


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