Should cause marketing specifically target the affluent in tough times?
Jewelers who market properly should already have identified and targeted their appropriate customers, including affluent ones. Remember, though, while affluent consumers are better able to afford jewelry in tough times, they don’t want to feel self-indulgent. Cause marketing helps them feel good about a purchase, knowing it helps do good locally or nationally. How do jewelers develop a cause marketing strategy? First, identify causes that best fit your business and are supported by your customers, employees, and community. Include employees in choosing a cause and planning its marketing to ensure their interest and support in promoting it. Any tips on choosing a cause? For maximum benefit, partner with both local and national charities. Jewelers should work with local charities, because they’re known to their community and customers. They also offer the jeweler opportunities to build personal relationships with people in them—usually influential community figures—and in local civic gro
