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Promoting Platinum Jewelry
Platinum Guild International has recently launched a new advertising campaign for bridal jewelry. This is a multimillion dollar global push that they hope will emotionally hook consumers and trigger bridal sales for precious platinum jewelry in a market that has seen prices for this precious metal soar.
Here are a few of these ads:
Let me share with you a few of the "insider tips" they are giving us for selling platinum bridal jewelry:
1. Never prejudge customers on their budgets. Show Platinum first, because it's easier to sell down than to sell up.
2. Put the setting's cost into the context of the ring's total price, or the customers total wedding budget. Remind them that the ring will last longer than items like the wedding invitations, cakes, or flowers.
3. Let the customer touch the ring (duh..) - the metal's substantial luster and heft speaks for itself.
4. Steer the conversation away from price, and toward love and emotion.
Now you got the inside scoop!
