Thursday, March 20, 2014 | Edited by Daniel Moores
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Don't Forget the Groom When Marketing Bridal Jewelry

Although most bridal market advertising by jewelers is usually aimed at the brides themselves, maybe more of an emphasis should be placed on the groom. After all, he is responsible for purchasing the priciest piece of wedding jewelry -- the engagement ring.

A 2013 survey by TheKnot.com found that grooms typically spend 4.4 months researching rings before purchasing. The study also showed that 76% of the grooms polled bought engagement rings from independent jewelry stores and national chains.

(Source: JCK Magazine, by Emili Vesilind, 02/02/14)
Link to full article: jckonline.com

How You Can Make Money:
Jeweler advertising for diamond engagement/wedding rings has found a home on radio, with ads running more and more often on male-skewed stations such as those with Sports-Talk or News-Talk formats. And with the most popular season for weddings coming up (June through October), opportunities for bride/groom jewelry will be increasing. Based on 2013 GfK MRI survey results, 37.2% of engagement ring buyers are in the 25-34 age group, while 21.2% are ages 18-24.

GfK MRI survey figures also show that among consumers of fine jewelry, more than 50% listen to radio during morning drive, weekdays 6 AM to 10 AM, while more than 38% listen during the day from 10 AM to 3 PM on weekdays. An average of 50% tune in during the afternoon commute, weekdays 3-7 PM, and an average of 47% listen during the day on weekends.

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The NAB Show: A Chance to Learn!

The Radio Advertising Bureau will present five revenue and growth oriented sales and marketing sessions at this year's NAB Show, to be held in Las Vegas April 5-10, 2014.

On Monday, April 7, from 2:00-3:00 PM, Concentrating on Core Radio Revenues will be offered. Digital and integrated media are important, but don’t let these new attractions allow your salespeople to take their eye off of your primary revenue opportunities.

For more information on the NAB Show, follow this link.



 

     


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