In conclusion, within this series of “Focused Marketing,” three main topics have been discussed:

Focusing your marketing communication

The first step to focused marketing is making the decision to operate an efficient marketing campaign that increases business at the lowest cost.  An efficient marketing campaign reaches your most probable customers/buyers within your industry which results in a "win-win" situation -you benefit by using only a limited amount of resources, and other companies benefit from being contacted with relevant information that can fulfill their own business needs.

Methods for focusing marketing communication to the jewelry industry

While the best method for obtaining relevant business contacts in the gem/jewelry industry continues to be networking at trade shows, it can be a rather time-consuming and expensive task to accomplish.  Furthermore, many have not mastered the art of networking at trade shows (it is not an easy task).  An alternate method is finding a valuable distribution list with contacts tailored to your business needs.  When choosing a distribution list, watch for both quality AND quantity, but at the same time keeping in mind that not every list will be perfect.

Unique uses for focused data

Assuming you have chosen a quality source of data for your marketing, make sure to use it to its utmost potential.  Sort through the data to focus it on what you are trying to accomplish.  Sorting by location, gem/jewelry type, organization type, or shows are just some methods of organizing.  Use your data to increase your company or brand awareness by sending information to them about any relevant news (such as announcing attendance at industry trade shows, requesting information, etc.).  Keep in mind that contacts are continuously changing, so do not let your valuable data go to waste by waiting too long and finding out that your distribution list or data is already outdated.

Marketing such as this is no easy task, and it is understandable why many choose to simply ignore marketing's functions altogether.  That decision, however, can be a big mistake if you are trying to increase your business.  Luckily, there are companies out there that can take of your marketing for you. 

Our next series can help you decide whether it is in your interest to work with an outside marketing company, how to choose that company should you decide to do so, and tips to working efficiently with that company.

Pan American Enterprises is a marketing consulting firm specializing in the jewelry and gemstone industry.
We can compose or collaborate with your company to produce an effective direct mail marketing campaign. Please see www.panamericanenterprises.com for further details and information.