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Are Radio and TV Still Viable? Our Brain Squad Weighs In

QUESTIOn: Do you still use radio and/or TV advertising?




Yes: 30%

  • We’re using television to reach our older population. For them, “streaming” is something they only talk with their urologist about. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN
  • I run a steady presence on radio as well as newsprint. It keeps me out there and I have people tell me that they love my ads all the time. We use a service called Jewelry Ads That Work. Mike Buley writes some funny stuff. — Sue Parker, Nyman Jewelers, Excanaba, MI
  • Our radio advertising is very successful on the country station and the Latin “rhythmic oldies” station. The other stations don’t bring in as many people. — Debbie Fox, Fox Fine Jewelry, Ventura, CA
  • I have a standing ad on public TV sponsoring upcoming events, and it attracts an older or professional customer. Very good value and have been doing it for 20 years. Radio is good but becoming less valuable as the internet and satellite are extending their coverage and listenership. — Edwin Menk, E.L. Menk Jewelers, Brainerd, MN
  • We only use radio, and it’s the only thing that has ever worked. We get people in almost every day telling us they came in because they heard us on the radio. — Craig C. Curtis, Belfast Jewelry, Belfast, ME
  • Been advertising on TV for over 25 years. After all these years, people treat you like a movie star when they see you outside the store. — Barry Fixler, Barry’s Estate Jewelry, Bardonia, NY
  • Yes, but very little. We plan on becoming 90 percent digital, but as an established store, we still have clients reliant on older means of advertising, so we have to maintain that somewhat. — Jon Walp, Long Jewelers, Virginia Beach, VA
  • It seems to work the best in my area. You must use a combination of everything because it is getting so fragmented. — Susan Eisen, Susan Eisen Fine Jewelry & Watches, El Paso, TX
  • Local NBC and FOX networks as well as cable still works in my area, although the demographics are getting older. — Mark Goodman, Goodman Jewelers of Abingdon, Abingdon, VA
  • We have been using cable TV for over 15 years!! We are on seven days a week, 18 hours a day. The consistency has been the key to our success. Must have both feet in at all times. — Dan Levinson, Ellis Jewelers, Concord, NC
  • Radio, live endorsements on the weekends, canned on an oldies station and canned with our owner’s voice on a jazz station. AMAZING! — Karen Fitzpatrick, Harris Jewelers, Rio Rancho, NM
  • I own my town!! TV is No. 1 with three stations and cable and radio is No. 2 with 5-7 stations and I own them also. I am on every mont h… every month! In top-of-mind awareness (TOMA), we are up over 1.5 million this year over last year, and last year was our very best year ever! — Alan Perry, Perry’s Emporium, Wilmington, NC
  • We are advertising on streaming services. The information for click-through helps know which ads are working. — Naomi Vargas, Mehaffey’s Jewelry, Haines City, FL
  • We use all mediums: TV, outdoor, radio, social media, etc. They are the throttle to our business. — Bill Jones, Sissy’s Log Cabin, Pine Bluff, AR
  • We periodically advertise on WFMT, the classical radio station here in Chicago. We have certainly had people mention hearing our ads, but we haven’t been able to establish that it’s “successful.” — Melissa Quick, Steve Quick Jeweler, Chicago, IL

No: 70%

  • We have dedicated more and more of our ad budget to social media, and it appears to be working. In addition to this, production for TV is very expensive and vendors aren’t offering much these days. — Donnie Blanton, Brittany’s Fine Jewelry, Gainesville, FL
  • I never needed to use radio or television advertising. Not many jewelers advertise on TV around here, and I rarely listen to the radio so would not think to advertise there. — James Doggett, Doggett Jewelry, Kingston, NH
  • I’m a tiny little one-woman, wire-wrapping, bead stringing biz. Neither of those actually make sense for my brand. — Janne Etz, Contemporary Concepts, Cocoa, FL
  • Too expensive for the ROI. — Laurie Langdon-Gerber, Elisa Ilana Jewelry, Omaha, NE
  • Online I can target my audience for much less money! — Patty Gallun Hansen, Dorothy Gallun Jewelry, Cedarburg, WI
  • We stopped using both due to poor response and rising costs. We have had great success using direct mail flyers from the Berco Co. using every door direct from the Post Office. — James Sickinger, Sickinger’s Jewelry, Lowell, IN
  • One cannot get one’s money’s worth from conventional advertising anymore. — Steven Wardle, Forest Beach Design, Chatham, MA

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.



This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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