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| April 1999
Timepieces:News Promote the Time ChangeTurn the biannual shift into a traffic-raiser Every time the clocks need to spring forward or fall back, your promotional budget could receive the equivalent of bonus dollars. More than a few jewelers and watch stores nationwide contact local television stations before the time shift. These retailers offer local TV news producers an interesting "spot" – viewers see employees carefully tending to the time change. "We've had them here for two years in a row," says Leslie Resnik of Liggett-Stashower Public Relations, who handles promotions for Alson Jewelers in Cleveland, OH. Television news coverage focuses on the many hands needed to change the 5,000 timepieces at the downtown Alson location and its 16-store sister company Alvin's Jewelers. Several newspapers also cover the event. The stores offer free battery replacement to customers one week before and after the event. This draws new customers into the stores during the important pre-Mother's Day period, accustoms them to servicing their watches and often results in numerous impulse purchases. Contact the media now. "Spring forward" occurs April 4. If it's too late for your store, there's always a "fall back" date: this year it's Oct. 31. – by Michael Thompson
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