I once counted the number of Jewelers/Jewelry Stores in the Pittsburgh Yellow Pages. Most people are surprised to learn that I counted 262! So if you own one of the smaller shops, how can you capture Mind Share so that customers think of you when they're considering a jewelry purchase? After all, you don't have an advertising budget the size of many of your competitors. If this sounds like your situation, here is a principle that can give your business the lift it needs.
THE FEWER RESOURCES YOU HAVE, THE NARROWER YOUR TARGET SHOULD BE.
For example: A small jewelry store in the Pittsburgh market could change its name to Colombian Emeralds. With all of your time, energy and ad dollars focused on this one product line, you will gain Mind Share rapidly. Colombian Emeralds can quickly be know as having the area's largest and most exclusive selection of Emeralds in the region. The store's advertising could announce that it offers the finest emeralds in the world direct from the emerald mines of Colombia.
Why will this be effective in capturing Mind Share? Because no one else can make the claim. Colombian Emeralds can still offer other lines of jewelry (watches, diamonds, etc.) to customers but the marketing would stay focused on being the "must shop" place for emeralds.
If you would like to discuss marketing strategy with the Dimension X creative team, please give me a call. Phone: 724-522-9990 E-Mail: wmyers@dxadvertising.com
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