Marketing luxury? Don't hold back

What's one mistake Couture jewelers make when times get tough? According to Deborah Scarpa, DJS Marketing Group, Miami, it's cutting back on advertising and marketing. Says Scarpa, “Now's not the time to cut back. If sales are low then you have to watch expenditures, but you can find good value for the money you are spending.” For example, Scarpa says a Couture Jeweler can save at least 20% in ad expenditures by negotiating with media and by looking into mediums that are not too expensive but have deeper target reach. As for mailings, Scarpa suggests sending out brochures and postcards without envelopes. “They're just as effective and less costly,” she explains.

Source: International Jeweler
April - May 2002 issue