Springfield Jeweler Goes Big With Billboards and Bridal

1. What one advertisement elicited the most response and why?My 21-year-old son Jacob came up with an “OMG” billboard campaign using common text messaging speak. It’s a simple message that is getting noticed. Many people tell me that the billboard really caught their attention. The “O” is a white gold ring from one of our bridal vendors. The three letters are in white, which stands out nicely against the light green and gold—the store colors. We’ve repurposed the billboard image in videos that loop on flat-screen monitors shown in restaurants as well as nail and tanning salons. I’m getting feedback from these places as well. We can’t directly link sales to the billboard, but it’s certainly creating awareness for the store.2. What ambitious goal do you have for your store?This year we’re undergoing a major renovation that should be completed by the end of the summer.

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