Platinum Guild International-USA is launching a multi-million-dollar, multi-tiered marketing campaign for 2008 to further support its “Preferred Platinum Partners” at the retail level. 

In the first quarter, PGI-USA said it will be rolling out two key initiatives: an in-store signage program (an example is pictured) and an extension of its sales training program online.

PGI has created an in-store signage program for their preferred retailers that allow them to select their materials and size, while PGI underwrites the costs. The signage options include duratrans, posters, and counter-top signs and will give retailers the opportunity to tap into the awareness created by PGI’s multi-million-dollar print advertising campaign.

PGI-USA said it’s hoping this effort will benefit retailers and consumers, by reminding consumers about platinum and reminding retailers to show consumers platinum first. PGI-USA added that it is confident that this will lead to increased platinum bridal and fashion jewelry recognition in 2008.

“This is an exciting new program because measurable results can be seen immediately. In-store signage is invaluable for consumer reference, but also reminds sales associates to show Platinum to their customers.” said Jenny Luker, PGI-USA senior VP.

The second retailer initiative beginning this quarter is the “Online Sales Training” program. According to PGI–USA’s said that retailer partners told them that one of the main benefits of the Preferred Platinum Partner Program has been the extensive sales training PGI-USA offers.

This year, PGI-USA has responded to demand and modernized the system to offer online sales training for associates to learn about platinum including key selling techniques on how to work smarter, not harder. In addition, the online course features tips, tools, platinum messaging, interactive videos, and consumer research; and serves as an updated alternative to PGI-USA’s popular DVD sales training program.

The program is a continuation of PGI-USA’s 2007 marketing program that it says increased visibility and awareness of platinum at the trade and retail level.

JCK