How Jewelers Are Capitalizing on Cross-Promotional Campaigns

At first glance, a jeweler and a pizzeria might not appear to have much in common. But when Jan Marten, owner of JEM ­Jewellers in Carmel, Ind., was approached by the owner of Tony Sacco’s Coal Oven Pizza to do a joint marketing event last year, she saw that the neighboring businesses had hundreds of potential commonalities: their clientele. “About half our ­clients are bridal couples in their mid-to-late 20s,” says Marten. “Tony Sacco’s has a family crowd but attracts many ­dating couples.” A joint campaign, she realized, could sweep some of those couples and families her way. A plan was quickly hatched: Upon purchase, Tony Sacco’s customers would be entitled to draw from a jar filled with 200 cubic zirconias and one 1 ct. diamond. After selecting a stone, pizza eaters would be sent to JEM Jewellers, a few doors away, for appraisal. CZ holders would receive 10 percent o

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