Wednesday, January 21, 2009

Flashy does not get you sales

I found myself wondering about jewelry stores last night when I walked by this one store in St. Petersburg that displayed beautiful work set off by "SALE SALE SALE" signs, strobe lights and "everything marked down 25%!" signs. The only thing missing was one of these hideous things.

Somehow their use of signs and graphics didn't fit.

Isn't jewelry a luxury item? In my mind, it is reserved for those that WANT to spend lots of money on rare gems. If this store is trying so hard to get anyone's attention, what are they really selling? Maybe their rocks aren't so rare after all.

When you run a business, it is hard for you to look at marketing that business objectively. You become too attached. Smart marketers are unattached and hire a creative professional to handle their design and marketing. They also listen to them.

©2009 David Scott | Cosmic: Advertising & Design

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