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    The most effective marketing techniques for the jewelry industry in this region are coupon usage distributed through mail, newspapers, and in stores as well as online/email. Direct mail, newspaper inserts, and in-store distribution account for the majority of coupon usage. Billboards, public transit advertisements, and sports/entertainment events are the most seen types of advertisements. Quality and brand name are more important factors than price for nearly half of consumers when making purchasing decisions.

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    The most effective marketing techniques for the jewelry industry in this region are coupon usage distributed through mail, newspapers, and in stores as well as online/email. Direct mail, newspaper inserts, and in-store distribution account for the majority of coupon usage. Billboards, public transit advertisements, and sports/entertainment events are the most seen types of advertisements. Quality and brand name are more important factors than price for nearly half of consumers when making purchasing decisions.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    5 views1 page

    Jewelry Market PDF

    Uploaded by

    Anonymous 3hWEDkBO
    The most effective marketing techniques for the jewelry industry in this region are coupon usage distributed through mail, newspapers, and in stores as well as online/email. Direct mail, newspaper inserts, and in-store distribution account for the majority of coupon usage. Billboards, public transit advertisements, and sports/entertainment events are the most seen types of advertisements. Quality and brand name are more important factors than price for nearly half of consumers when making purchasing decisions.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 1

    Most Effective Marketing Techniques for this region:

    Coupon Usage
    Handed out by person in store

    Via Internet/email
    Try new brands to use a coupon
    Mailed Coupons
    Clipped from Sun. news insert
    Handed out by person in store

    Clipped from Sun. news insert

    Mailed Coupons

    Try new brands to use a coupon

    Via Internet/email
    0

    20,000

    40,000

    60,000

    80,000

    100,000

    Jewelry Market Potential


    2016 Spent on fine jewelry in last 12 months: $750+

    9,099

    2016 Purch fine jewelry from independent jeweler/12 mo

    12,805

    2016 Bought fine jewelry in last 12 months: diamond

    14,649

    2016 Bought fine jewelry in last 12 months: sterling

    19,180

    2016 Bought fine jewelry in last 12 months: gold


    2016 Watch & Jewelry Repair

    17,070
    $527,299

    2016 Psychographics & Advertising (Market Potential)


    2016 Have seen billboard in last 6 months (%)

    63.43%

    2016 Have seen ad on bus/train in last 6 months (%)

    32.73%

    2016 Have seen ad at sports/entertain event last 6 mo (%)

    28.67%

    2016 Saw video ad in airport in last 6 months (%)

    18.00%

    2016 Likely to purchase brands supporting my causes (%)

    40.25%

    2016 Frequently use the Internet to shop for fashion (%)

    32.73%

    2016 Do not use the Internet to shop for fashion (%)

    29.49%

    2016 Expect brands I buy to support social causes (%)


    2016 Price is rarely more important than brand name (%)

    7.00%
    8.41%

    2016 Frequently buy based on quality - not price (%)

    47.20%

    2016 Usually buy items on credit rather than wait (%)

    11.24%

    2016 Rarely buy items on credit rather than wait (%)

    34.24%

    2016 Buying American is important to me (%)

    43.23%

    2016 Watch on TV: game shows (daytime) (%)

    4.16%

    2016 Watch on TV: news specials (%)

    7.54%

    2016 Radio format listen to: all talk (%)

    2.14%

    2016 Radio format listen to: contemporary hit radio (%)

    19.40%

    2016 Read newspaper: circulars/inserts/fliers (%)

    20.22%

    2016 Read any digital newspaper in last 30 days (%)

    33.80%

    Source: These data are based upon national propensities to use various products and services, applied to local
    demographic composition. Usage data were collected by
    GfK MRI in a nationally representative survey of U.S. households. Esri forecasts for 2016 and 2021.

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