Retailers often ask me about increasing traffic and sales. Below please find a New York Times article about a Hearts on Fire print campaign.
1) Customize your advertisements to your audience. Excerpt: The content of the print ads will vary slightly in each magazine based on its target audience. For younger fashion-conscious readers of Cosmopolitan, Marie Claire and Redbook, ads will highlight lower-priced items. The more affluent readers of Harper's Bazaar, O, The Oprah Magazine and Town & Country will see higher-priced items. Male readers of Esquire will be encouraged to buy diamonds for the women in their lives.
2) Quote current customers, such as from popular channels like Facebook. Excerpt: Instead of featuring a simple image of the product, Ms. Bookbinder said, the new ads show real quotations from the brand's Facebook page describing jewelry as "bling-tastic" and "a menagerie of twinkles."
3) Conduct contests. Excerpt: Each month, users who "like" the Hearts On Fire Facebook page will be entered in a contest to win a piece of diamond jewelry.
4) Promote your expertise. Excerpt: Users who need a little guidance before committing to a jewelry purchase can call one of the company's "Perfection Stylists" to help them select the right bauble.
5) Be willing to share the rewards of the campaign with partners. Excerpt: Another feature of the campaign is a revenue sharing model where Hearst will get a percentage of the sales generated through the campaign, though representatives from Hearts On Fire and Hearst declined to say what the terms would be. The model could represent a new revenue stream for the publisher.