The Goldmark Group, which produces catalogs for jewelry retailers, is using a 12-page, 12-by-12-inch brochure with the appearance of a high-end jewelry catalog to try to acquire new clients.
“What Does Your Catalog Say About You?” advises jewelry marketers on producing catalogs that “motivate customers,” said Joe Goldbrenner, president of The Goldmark Group, Clifton, NJ.
Goldbrenner described the piece as having the look of a “prototype catalog” that dramatizes lifestyle rather than just showcasing product.
“Most jewelers are marketing the same product, and instead of pitching the same ring or bracelet, we tell them to pitch attitude,” he said. “We would love to pick up 10 new catalog clients. We have about 60.”
The piece began mailing last month to several hundred prospects. Hundreds more will drop in the ongoing program targeting high-end retailers as well as jewelry designers and manufacturers.
“We already have about 12 or 13 prospects generated from this piece so far,” he said. “It's not a cheap piece. We did it in-house with our own photographers and writers.”
Goldbrenner placed the investment in the brochure at $10,000 to $12,000. Copywriter Mordechai “Morty” Schiller wrote the handbook.
“If we get one client … it pays [for itself],” Goldbrenner said.