The 2003 Atlanta Jewelry Show, held Aug. 2-4 at the Cobb Galleria Centre, enjoyed a modest increase in attendance over the 2002 event that included more than 60 stores attending the event for the first time.
Many companies took advantage of a new exhibitor promotion, “SJTA AD.” The program gave exhibiting SJTA members a chance to have professional-quality advertisements created for their companies by Princeton, N.J.-based ad agency White Hound Advertising. As part of this free service, a photographer and advertising agency were on site to photograph exhibitors’ products and design ads that the companies could use throughout the year.
The “SJTA U” educational program was expanded to include the gemology workshops that debuted during the Spring 2003 show. According to Kathy Beall, director, buyer relations and education for SJTA, the organization is already working on plans to expand its educational programming for 2004.
In addition to more than 800 vendor booths, the Atlanta Jewelry Show included GemSouth, which featured natural colored gemstones, cultured pearls, beads, and more.
In other news, SJTA has announced the launch of its “You Buy, You Fly” buyer loyalty program, designed to promote order writing and increase attendance at the semi-annual Atlanta Jewelry Show. The initiative will enable exhibitors to award Delta SkyMiles to attendees based on orders written at the show. SJTA has plans to purchase more than 4 million Delta SkyMiles, which will be given to exhibitors to award to retail buyers beginning at the Spring 2004 Show, Feb. 28-March 1.
Other SJTA programs include “SJTA U on the Road” (a traveling educational series) and “Tanks on Us” (free gasoline for retailers who pre-register).
As an added benefit, the program’s flexible structure allows exhibitors to enhance and expand their award offerings. For example, some exhibitors already have announced plans to offer double or even triple mileage on orders written on certain show days or during specific time periods. The association also is working on a number of show promotions and programs that will give retailers yet another way to earn Delta SkyMiles.
Headquartered in Atlanta, the Southern Jewelry Travelers Association is the nation’s oldest association for independent jewelry representatives and the official sponsor and producer of the Atlanta Jewelry Show. For information, contact SJTA, 4 Executive Park Drive, Suite 1202, Atlanta, GA 30329; (800) 241-0399 or (404) 634-3434, fax (404) 634-4663, e-mail: firstname.lastname@example.org, or visit www.atlantajewelryshow.com.