With jewelry marketing, it’s what you know and who you knowMost retailers conduct their marketing based on a tried-and-true "shotgun approach." This usually involves bombarding various mass media with a variety of here-we-are-come-and-see-us messages in the hope that something sticks and gets people in the door.For the typical jewelry store, however, customers can come from anywhere, and a more effective opportunity needs to be cultivated. If you've never considered referral marketing, now is the time. Referral marketing is when other people speak to their customers on your behalf. It not only widens the scope of your marketing beyond your own customer base, but also presents you with warmer prospects: If you receive a recommendation from someone you know and trust, you are more willing to follow it than if the party concerned had approached you directly. Our current CPA was a recommen