Jewelers Think Big With Billboards

Why more and more retailers are banking on billboards to boost branding and bolster salesAt a time when retailers are buying Google Ads and tweeting store specials, advertising on billboards may seem quaintly retro—and not in a good way. But for many independent jewelers, billboard promotions are making big impressions on clients, generating traffic and sales in the process.“There is nothing better than driving by a 14-by-48 foot sign with your store’s logo on it,” says Phil Kajca, owner of two J. Foster Jewelers in Toledo, Ohio, and a Pandora boutique in Ann Arbor, Mich. “It projects the right image. I mean, your logo is the size of a Volkswagen Beetle.”Not that size is the only thing that makes people sit up and take notice of a billboard. Kajca learned that lesson in ­September 2009, when he ran a billboard featuring a pretty young woman flipping the bird with her ring fi

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