Some Words for Our Sponsors

There's a lot of talk about how the industry should spend more on marketing. Yet the biggest critics of the way jewelers pour money into advertising are—ironically enough—professional marketers. Elizabeth Chatelain of Beverly Hills, Calif.-based MVI Marketing believes jewelers should invest more in sales training than in marketing, since the best advertising is "word of mouth." James Porte of Weston, Fla.-based Jewelry Marketing Institute says many retailers waste money on ads with no way of knowing if they actually pull people in. "Many jewelers advertise out of habit," says Porte. "They have been running the same ad for 10 years now. And then they wonder why it doesn't work." In fact, many experts think the most effective methods of advertising are nontraditional (see sidebar). They advise jewelers to constantly evaluate the effectiveness of their advertising, hunt for new mark
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