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Do You — or Don’t You: Excluding Email Marketing, Do You Invest Dollars in Online Advertising?



Do You — or Don’t You:  Excluding Email Marketing, Do You Invest Dollars in Online Advertising?


Published in the March 2013 issue

43% YES, I DO

ROI on Internet is impossible, but we feel it necessary to have a presence. Facebook currently gets the most attention, but Pinterest is growing quickly. Images are a natural in our industry. — John Joseph, S. Joseph and Sons, Des Moines, IA

We use Facebook ads, targeted to women between 30 and 55 in our geographic area who are married. The ads are for repairs, custom design and gold buying. Still not sure if they work, but they are cheap enough that we just leave them running as reinforcement to our other more traditional ads. — Mark Snyder, Snyder Jewelers, Weymouth, MA


It seems you have to have online and social media but the measuring tools suck! — David Blitt, Troy Shoppe Jewellers, Calgary, AB, Canada

We have not had marked benefits from online advertising. We are trying several different venues until we find the right one. — Eric Olsen, Chisholm’s Jewelry, Lander, WY

We do a banner on our local weekly newspaper website. With a few political things going on in our community, our ad gets great exposure. — Terry & Sandy Smith, GoldSmith Jewelers, Little Falls, MN

I buy Facebook ads and do some extreme targeting with them and it seems to work pretty well. I’ve done some things on Google but it doesn’t work as well as Facebook. — Marc Majors, Sam L. Majors, Midland, TX

We have done a lot of banner ads and SEO, and it doesn’t seem like any of it produces a return. — Sydney Nusinov, Charles Nusinov & Sons, Parkville, MD

I think works quite well, as does our website host who works the Google angles for us. We also put photos on Facebook as often as we can to keep photos of our latest inventory, etc. — Janis A. Krantz, J + L Jewelry, Long Beach, CA


Yelp hands-down works best for my area. Not a day goes by without someone coming in who has found us there, and we do Facebook. — Brenda Newman, The Jewelry Source, El Segundo, CA

57% NO, I DON’T

There are so many free ways to advertise on the Internet that it just doesn’t seem critical at this time. — Patty Gallun Hansen, Dorothy Gallun Fine Jewelry, Cedarburg, WI

Can’t believe how many customers tell us they found us online and chose our store because of our rave reviews! — Denise Oros, Linnea Jewelers, La Grange, IL

No one has yet shown me that it works. — Mark Thomas Ruby, SunSpirit Designs, Loveland, CO

We have tried online advertising in the past but haven’t seen an impact from efforts. And, since we don’t have products for sale on our website, we felt there was a disconnect — the point of online advertising is usually to drive them to your website. — Jen Foster, David Douglas Designs, Marietta, GA




Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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