Promo Pieces

As the critical fourth quarter approaches, an uncertain economy could lead retail jewelers to second-guess their holiday-season marketing tactics. To help, JCK queried promotions experts to find out what will work best now to attract shoppers. Maintain the same level of media exposure. This assures your customers that even though Wall Street is facing tough times, your business is as strong as ever. "To do otherwise might suggest there are problems," says Rick Arnemann, president, A.B. Studios, Nashville, Tenn., makers of the Harmon Catalog and a full-service advertising agency for the jewelry industry. "Right now is a bad time to show weakness." Promote your better-quality basics. In times of uncertainty, basics are always safe sellers. "We've seen a lot of our better-quality—and size—basics selling this year," says Rick Romero, vice president and partner of Wilkerson & Asso

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