Super Sellers

Look outside the industry for marketing inspiration

By Andrea Hill

If you want to wrap your mind around successful marketing to today’s consumers, stop looking at Amazon and start looking at food trucks, Pulse, and “Dancing with the Stars.” Of course, Amazon is very successful. But most companies can’t spare a decade and millions of dollars to realize measurable profit. For the average entrepreneur, cultivating a niche of consumers, personalizing products and services, and telling a story are the more likely routes to a reasonable salary, an annual vacation, and the ability to regularly put money into a retirement account.

The following are examples of how food trucks, Pulse, and “Dancing with the Stars” are using these marketing strategies masterfully, with suggestions for how you can do the same in your jewelry business.

Cultivating Niche Markets

Like retail jewelry stores, food trucks have been around for a long time. I was running out to the “roach coach” to grab a br...