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Attendance Promotion

Attendance promotion for NICHE: The Show begins one year before a show. We use an integrated plan to reach buyers in a variety of markets using multiple outlets:

Direct Mail Campaigns

Tens of thousands of retailers receive up to three targeted direct mailings, encouraging them to attend the show, and emphasizing the important role designer-made works play in staying ahead of market trends like “buy local” and sustainable production.
- Show brochures and stickers (Free for promotional use with your buyers)
- Direct mail registration brochures

Print and Web Advertising

NICHE: The Show reaches millions of readers with four-color print ads and digital banner ads featured in the largest, most credible trade publications and websites. These include Giftware News, Ornament, Canadian Jeweller, JCK magazine, NICHE magazine, InStore, Southern Jewelry News, just to name a few.

E-mail Marketing

- Dedicated e-newsletters delivered to readers of NICHE and other trade magazines
- Weekly countdown e-mails in the two months leading up to the show

Telemarketing & Fax Broadcasts

In an increasingly digital world, it’s easy to dismiss unanticipated e-mail. Phone calls to our buyers remain an essential part of our pre-show registration efforts. It also provides the opportunity to connect with our attendees to gather suggestions for show improvements.

Collaborative Cross-Promotion

Strategic on-site promotions are placed at key locations during our largest event, the February Buyers Market of American Craft in Philadelphia, attended by thousands of buyers from independent galleries, boutiques and catalogs from around the country. Sponsorships and marketing opportunities will also be explored at jewelry industry events throughout the year. Furthermore, show management will reach out to concurrent Jewelry Week events to discover ways to creatively cross-promote buyer attendance when realistic and mutually beneficial to all parties involved.

Social Media

Show updates, industry news and special promotions to buyers and exhibitors are posted online via Facebook and Twitter.