- In 2007, Platinum Guild International's (PGI-USA) multi-million dollar marketing program increased visibility and awareness of Platinum at both the trade and retail level. Due to the success of last year's programming, PGI-USA has prescribed a multi-tiered marketing campaign for 2008 to further support their preferred Platinum partners at the retail level. In the first quarter alone, PGI-USA will be rolling out two key initiatives including an in-store signage program, as well as an extension of their widely popular sales training program, now available online for the first time.
With more than 80% of brides seeking Platinum for their wedding jewelry, PGI values the importance of driving consumer recognition at retail. With that, they have created an in-store signage program for their preferred retailers that allows them to select their materials, select the size and PGI underwrites the costs. The signage options include duratrans, posters and counter-top signs and will give retailers the opportunity to tap into the awareness created by PGI's multi-million dollar print advertising campaign. PGI-USA is hoping this effort will benefit both retailers and consumers by the signage instantly reminding consumers about Platinum and reminding retailers to show consumers Platinum first. PGI-USA is confident that this will lead to increased Platinum bridal and fashion jewelry recognition in 2008.
"This is an exciting new program because measurable results can be seen immediately. In-store signage is invaluable for consumer reference, but also reminds sales associates to show Platinum to their customers." says Jenny Luker, Senior VP of PGI-USA.
The second retailer initiative beginning this quarter is the highly anticipated 'Online Sales Training' program. According to PGI-USA's retailer partners, one of the main benefits of the Preferred Platinum Partner Program has been the extensive sales training PGI-USA offers.
This year, PGI-USA has responded to demand and modernized the system to offer online sales training for associates to learn about Platinum including key selling techniques on how to work smarter, not harder. In addition, the online course features tips, tools, Platinum messaging, interactive videos and consumer research, and serves as an updated alternative to PGI-USA's popular DVD sales training program.
To learn more about the Preferred Platinum Partner Program, please contact Kevin Reilly at (212) 404-1608 or kreilly@pgiglobal.com.
For retailers interested in ordering in store signage, please contact The Duratran Company and for more information on PGI's initiative, please visit www.duratranorders.com/platinumguild.
Platinum Guild International, the marketing arm for the worldwide Platinum jewelry industry, is dedicated to promoting Platinum and its pure, rare and eternal qualities to the consumer and the jewelry trade. PGI has offices in each of the world's major jewelry markets, providing information, assistance and education on all aspects of Platinum jewelry. For further information please visit www.platinumguild.com.
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