By Wayne Levy
In-store promotions combined with focused marketing let you target a specific audience and are more cost effective than traditional advertising. Generating excitement and creating buzz about your store in general and gold specifically will go a long way to improving sales. A wonderful source for information and insight is Guerrilla Marketing by Jay Conrad Levinson, who defines guerilla marketing as "unconventional marketing intended to get maximum results from minimal resources." Visit Levinson's Web site at GMarketing.com .
A jeweler in a small town wanted to generate publicity, bring in new clients, and help a local charity. His bright idea: create a ...