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September 1999
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Helping Hand
Don't shoulder the burden of advertising alone
As a member jeweler of one of the industry trade associations,
you can take advantage of a helping hand in the promotion of
your business. Many of these associations offer cooperative advertising
programs for members. Following are some major ones.
Jewelry Information Center
The Jewelry Information Center publishes a packet of camera-ready
black-and-white ad slicks as part of its Retail Newspaper Advertising
Program for the fall and spring holiday selling seasons.
The packet contains more than 30 advertisements, many of them
promoting jewelry from JIC member manufacturers (including Kazto,
Leach & Garner Gold, Barnett Robinson Inc. and more).
Other ad slicks advertise more generic products (platinum, signet
rings and emergency medical jewelry, for example). And there's
a page of holiday clip art for your own ad design.
The packets are $95 each for retail members.
- JIC, New York, NY; (800) 459-0130, jic@ polygon.net.
Jewelers of America
Black-and-white ad slicks from Jewelers of America Inc. are built
around the slogan "Jewelry Makes the Occasion."
The ads are designed to promote fine jewelry for five special
occasions: Valentine's Day, Mother's Day, Father's Day, graduation
and the winter holidays. The ads show jewelry next to the more
usual "cop-out" gifts, such as ties for Father's Day
and candy for Valentine's Day.
A set of five slicks is $25 for JA members.
- JA, New York, NY; (800) 223-0673, ja@polygon.net.
Independent Jewelers Organization
The Independent Jewelers Organization gives members a free folder
of camera-ready ad slicks for specific events and products as
well as for generic use.
The association also prints postcards and publishes a quarterly
consumer newsletter, leaving a place for your store's name and
logo.
Another notable opportunity is IJO's catalog program: the association
prints and mails professionally designed catalogs, then offers
retailers a package deal on the line of merchandise featured
inside.
- IJO, Norwalk, CT; (800) 624-9252, ijo@polygon.net.
American Gem Society
The American Gem Society allocates more than $100,000 a year
on a first-come, first-served basis to help support retailers'
local advertising efforts. If jewelers use AGS ad slicks, the
society will supplement a percentage of the store's ad spending.
AGS also runs a co-op ad program that helps retailers advertise
at a national level. For instance, a 48-page AGS advertising
section in the Robb Report this fall gave retailers a chance
to run their own ads or share ads with other jewelers for prices
that are "next-to-nothing," says marketing director
Adam Graham.
- AGS, Las Vegas, NV; (702) 255-6500.
– by Stacey King
Copyright © 1999 by Bond Communications.
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