Please note we have once again been ABC accredited with a circulation of 3 350 distribution, the largest in Southern Africa.
Jewellers’ Network is still the largest trade publication in Southern Africa, offering outstanding market reach and excellent value for money.
Making us your preferred advertising partner will definitely assist in propelling your business forward, creating brand awareness and escalating sales.
Concentrating on the Industry, advertising with Jewellers’ Network is a great way to raise awareness and remind the industry regarding your services etc.
We concentrate on the entire industry in order to boost sales and confidence within the industry, especially now that we are at level 1 – to get everything going again.
We don’t want an “out of sight, out of mind “ scenario and therefore are really persuading companies to advertise with us and put themselves in the spotlight.
Our back up referral system is a brilliant value add to all advertisers – wherein we refer customers and queries to you – thereby enhancing your advertising and creating sales.
Why it is crucial to continue advertising in difficult times
“When times are good you should advertise. When times are bad, you MUST advertise”
“If I was down to my last dollar, I would spend it on PR/Marketing.” ~ Bill Gates ~
Let’s face it – 2020 was incredibly tough for people around the world and the question that has been asked by many is…
Should we continue to invest in advertising ?
As we all move into what is the most significant event of our lifetime with the Covid-19 pandemic, triggering self-isolation, social distancing, panic buying and cash flow is tight. Pulling back on advertising might be the first thing you want to do.
However history shows that in the face of adversity, it’s more important than ever for businesses to actively promote themselves, by advertising and marketing their services.
So many of the brands we know and love today have built strong customer loyalty during times of adversity.
ln 1941, America entered the second world war and thousands of US citizens were sent overseas. To show support for the brave service men and women, Coca-Cola decided that “every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is and whatever it costs the company”.
In the 1920s, the Post Brand was the USA’S category leader in ready-to-eat cereal. but during the great depression, Post significantly cut back its advertising budget, while rival Kellogg’s doubled its advertising spend, investing heavily in radio and introducing a new cereal. That cereal was called Rice Krispies, featuring the now famous Snap, Crackle and Pop characters.
Kellogg’s profits grew by 30% and the company became the cereal category leader, a position it maintained for decades.
Suggested strategic approach to marketing when times are tough
“Being brave with your advertising – in difficult times, your consumers need you”
Here’s why you should advertise
Because it will pay off in the long run
It’s easy to think about getting through today, and little else. But now is the time to think about the future, and how your actions now can benefit you in the long run. When marketers cut back on their ad spending, their offerings lose ‘share of mind’ with consumers, with the potential of losing current and possibly future sales.
You may not be running at capacity, but you’re still running. If you stop, consumers may forget you’re in the race and assume you’re no longer around. Remind them that you still exist and you will be front of mind when they do start buying again.
Helps to build customer loyalty during times of adversity
This is the time to strengthen your relationship with your customers. If your customers see you’re staying optimistic in tough times, they’ll have more confidence in your staying power and want to stand by you during the good times.
Opportunity to reach new markets
During times of uncertainty, people are looking for a good deal, and are more likely to try new things. This is an opportune moment to reach those new markets you’ve been finding it difficult to infiltrate in the past.
Tips to consider when planning your advertising strategy
Don’t waste money
Basically it is not throwing money in areas that don’t focus on your target audience.
Utilise action campaigns
They are a great way to target your audience through a succinct message that creates an action.
If you’re having a grand opening, promoting a new product or running an incredible sale, invest in an action campaign that gives your audience all the information they need to act, from your location, website, hours, or a code for savings on a purchase.
It’s imperative to make sure your messaging is clear, concise and appealing to your target market.
Strategise with your media partner
Although you should rely on the expertise of your media partner all the time, it’s even more important when budgets are tight.
Stay the course
It can be incredibly stressful when times are tough and budgets are shrinking, but that doesn’t mean you should give up on advertising. As mentioned earlier, there is proven success in staying the course.