The Right Media

Not long ago, reputation and location were all that most jewelry-store owners needed to attract prospective customers. While these are still bedrocks for success, the jewelry world has become hypercompetitive with new Internet players and big box retailers entering the market. At the same time, the media landscape has become increasingly fragmented, with a proliferation of new channels such as satellite radio, podcasts, and online video available to entertain and inform consumers. As a result, it’s more critical than ever for independent retailers to take a hard look at their marketing approach and put in place a comprehensive strategic plan to ensure their brand is top of mind with consumers. “A lot of jewelry retailers want to sit back and wait for the phone to ring or wait for somebody to walk through the door. But ours is a relationship industry,” says Chuck Lein, president o

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