R.F. Moeller Jeweler Discovers YouTube

As jewelers increasingly turn to inexpensive Internet marketing, social networking Web sites like My Space, Facebook, and Twitter are becoming part of the promotional mix. YouTube, an Internet video site that allows people to watch video clips that have been uploaded by others, is also proving valuable. Last year, Mark and Bob Moeller, of R.F. Moeller Jeweler, put all marketing online. Mark, the owner of three stores in Minneapolis and St. Paul, cut his $700,000 marketing and promotions budget in half by eliminating print and radio ads. "We're primarily a bridal jeweler," says Mark. "When we ask bridal customers if they've been researching products on the Internet before coming in the store, about 90 percent say yes, and I think that's a conservative number." The move to online marketing and promotions started a few years ago when the Moellers recognized the merits of networking We

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