FOCUS IS USUALLY a good thing, but when it comes to advertising, there’s such a thing as being too focused.

Jewelers often run a given campaign in only one medium, be it radio, direct mail, email or another channel, says Jim Ackerman.

In this episode of Marketing Gems, he explains that combining several channels can be substantially more effective.

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YOU MIGHT BE TEMPTED to send out postcards, and lots of them, when you do a direct mail campaign. After all, you can reach lots of people at a relatively low cost.

But this isn’t necessarily a good area to pinch pennies, says Jim Ackerman.

Ackerman has worked with jewelers who had huge success with sales letters sent to a more targeted audience. They cost more to send on a per-piece basis, but the payoff can be significant.

He knows one jeweler, on fact, who sent a mailing at a cost of $3.49 per piece — and turned a huge profit!

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HAVE YOU TRIED handing out specialty advertising items like pens and mugs?

Many jewelers have such items made up bearing their logos and contact information, only to find that their efforts don’t generate much business, says Jim Ackerman.

In this episode of Marketing Gems, he explains that certain items are much more likely than others to be effective.

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