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Featured Articles

Bill’s Jewelers thrives by staying true to a family promise

Bill’s Jewelers thrives by staying true to a family promise

Bill’s Jewelers in Thomasville, Ga., has three driving forces that have kept the store growing every single year since it opened back in 1986.

One is treating your customers like family and providing the best service possible, making sure that all of ...

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What's New

Kaiser Time and the American Gem Society partner on watch education

Kaiser Time and the American Gem Society partner on watch education

(LAS VEGAS) - The American Gem Society (AGS), in conjunction with Kaiser Time, is launching the first-of-its-kind non-brand specific course for watch studies. The course will be offered through the AGS learning portal, AGS Pro, and is available to the...

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On The Move

AGS announces 2018 Circle of Distinction Honorees

AGS announces 2018 Circle of Distinction Honorees

(LAS VEGAS) - The American Gem Society (AGS) has announced that it will honor three esteemed leaders in the jewelry industry at its annual Circle of Distinction dinner on Tuesday, July 17 at the historic Plaza Hotel in New York City.

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Industry Events

Israel to hold diamond auction at JCK Las Vegas

Israel to hold diamond auction at JCK Las Vegas

(RAMAT GAN, Israel) - The Israeli Diamond Industry will again be among the largest international exhibitors at the JCK Las Vegas Show (June 1-4, 2018,). The Israel Diamond Pavilion, organized by the Israel Diamond Institute (IDI) will feature 34 exhib...

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Other News

The Atlantic explores the legend of the Pearl of Lao Tzu

The Atlantic explores the legend of the Pearl of Lao Tzu

A tale of ancient philosophers, alien abductions, murder-for-hire and how the world’s largest pearl came to be the centerpiece of an 80-year-old hoax 

egend says the diver drowned retrieving the pearl. Trapped in a giant  Tridacna  c...

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Latest News

The Atlantic explores the legend of the Pearl of Lao Tzu

5 DAYS AGO
The Atlantic explores the legend of the Pearl of Lao Tzu

A tale of ancient philosophers, alien abductions, murder-for-hire and how the world’s largest pearl came to be the centerpiece of an 80-year-old hoax 

egend says the diver drowned retrieving the pearl. Trapped in a giant  Tridacna  clam, his body was brought to the surface by his fe...

Readmore

Kindred Keepsake wins JCK Jewelers’ Choice Award

5 DAYS AGO
Kindred Keepsake wins JCK Jewelers’ Choice Award

Honeymoon Memento takes 1st in Custom Personalized Jewelry category

Kindred Keepsake Jewelry is excited to announce they have been awarded first place in JCK’s 2018 Jewelers’ Choice Awards for the custom personalized jewelry category.

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Israel to hold diamond auction at JCK Las Vegas

5 DAYS AGO
Israel to hold diamond auction at JCK Las Vegas

(RAMAT GAN, Israel) - The Israeli Diamond Industry will again be among the largest international exhibitors at the JCK Las Vegas Show (June 1-4, 2018,). The Israel Diamond Pavilion, organized by the Israel Diamond Institute (IDI) will feature 34 exhibitors.

Readmore

Hallmark Jewelry to sponsor Facets of Hope After-Party for third year

5 DAYS AGO
Hallmark Jewelry to sponsor Facets of Hope After-Party for third year

British singer/songwriter Calum Scott will perform at the JFC After-Party. Bulova to provide special entertainment

For the third year in a row Hallmark Jewelry will be sponsoring the after-party taking place immediately after the Jewelers for Children Facets of Hope event. The Facets of Hope will take...

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AGS announces 2018 Circle of Distinction Honorees

4 DAYS AGO
AGS announces 2018 Circle of Distinction Honorees

(LAS VEGAS) - The American Gem Society (AGS) has announced that it will honor three esteemed leaders in the jewelry industry at its annual Circle of Distinction dinner on Tuesday, July 17 at the historic Plaza Hotel in New York City.

Readmore

Jewelers Mutual Insurance Group recognizes top agents

12 DAYS AGO
Jewelers Mutual Insurance Group recognizes top agents

President’s Club agents characterized by excellence in jewelers block expertise

(NEENAH, Wis.) - Jewelers Mutual Insurance Group recognized its top agencies for their expertise in jewelers block insurance during JM Summit, an annual sales conference. Agencies were named to the President’s Club in reco...

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Kaiser Time and the American Gem Society partner on watch education

5 DAYS AGO
Kaiser Time and the American Gem Society partner on watch education

(LAS VEGAS) - The American Gem Society (AGS), in conjunction with Kaiser Time, is launching the first-of-its-kind non-brand specific course for watch studies. The course will be offered through the AGS learning portal, AGS Pro, and is available to the jewelry industry. This course will provide founda...

Readmore

Stuller, Inc. debuts a new informational publication

5 DAYS AGO
Stuller, Inc. debuts a new informational publication

Focuses on trends, curation, and design

(LAFAYETTE, La.)  - Stuller is excited to release the first issue of Beyond The Glass, a publication designed to share useful ideas within this unique community of jewelry professionals.

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The Marketing Minute: Trend Spotting

7 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

 

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The Marketing Minute: Pricing Strategy

7 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

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Internet Marketing Strategies: The power of Viral Video

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In an earlier column, I wrote about using online video as an effective yet inexpensive method to market your store. This past Christmas Season we saw one jewelry company who put this advertising media to great use.

I'm sure by now most of you have seen the video "Beware of the Doghouse" produced by JC Penny. If you haven't go to www.BewareOfTheDogHouse.com and watch it. This hilarious video tells the story of guys getting in trouble with their wife or girlfriend because they bought thoughtless gifts.

A website was created with the same domain name as the video. Then a YouTube account was created with the same name and the video up-loaded to it. This was very powerful! If you search on the Internet for ‘Beware Doghouse', the first two listings are the website and the YouTube video. There was also an account created on Meta Café with the same name.

I have no idea how many people went to their website, but over 800,000 viewed the video on the YouTube account and over 400,000 viewed it on Meta Café. But that isn't the end of it. This video went Viral! Other YouTube users pick up the video and played it on their account. Others posted it on various video hosting websites around the Internet.

All totaled this video received well over 2 million views just from the free hosting websites, and that doesn't include how many watched it from their own website. Plus J C Penny added a nice feature where you could warn your special someone that they could end up in the doghouse. Guess what? J C Penny made a fun way to get the e-mail address of men all across the US who have a wife or girlfriend who wants jewelry for Christmas. They even have a place on their website to send him to the doghouse if he did not respond properly (by buying jewelry).

J C Penny made buying jewelry fun with a viral video and an interactive website, all the while compiling the Jeweler's Dream E-Mail List.

Tips For Making A Video Go Viral
  • First and foremost you need to come up with an idea for your video that is either funny or has an un-expected twist at the end. These are the 2 types of videos that have the best chance of going viral. This is the hardest part of the whole campaign. Get this down and the rest is a breeze.
  • Tell your story in a way that doesn't look like an advertisement. The "Beware of the Doghouse" video was excellent at these first two points (which is why over 2 million viewers saw it). It was a humorous story and you did not know it was an advertisement until the last few seconds.
  • A little controversy never hurts. Videos that tend to be controversial have a better chance of going viral. But be careful with this! A few anti postings help create a buzz about your video and cause more people to want to watch it. However, you don't want more posts about your video that are negative than positive. Controversy can help but it is better to avoid it, than to go too far.
  • Create a short video. Videos under 2 minutes have the best chance of going viral and 30 seconds to 1 minute is the best. A longer version is fine for your own website, but you need short clips to post on the video hosting websites so they are quick to view and easy to share.
  • Create a series of videos instead of just one video. Releasing a new episode each week, or a couple of episodes a month, gives your viewers a reason to come back and watch your ad again. Instead of having just one video sent around the Internet, you could have 5 or 6 of them. Plus viewers on YouTube and other video hosts can subscribe to your videos and receive an e-mail from them each time you post a new video.
  • Create a website with the same domain name as your video series. Then you can collect e-mail addresses and send out auto-responders. Today websites are cheap! Domain names are $10 a year and hosting accounts are $8 a month or less. A simple interactive website that shows all the videos or a full-version video, collects e-mail addresses, and sends out auto-responders is easy to create and not very expensive. Don't shortchange your video campaign. Have a website related to the video to send your viewers to after they watch the video.
  • Submit your videos to ALL of the free video hosting websites. Sure YouTube is by far the biggest one out there and Meta Café is in the top 5, but there are over 50 video hosting websites that will accept your videos and play them for no cost to you. I don't understand why anyone would go to all the trouble and expense to create a video and then not submit it to at least the top 25 or 30 websites that people go to see videos. Sure, someone may eventually post it on several other websites, but why wait. Post it on all of them to be sure you receive the broadest audience.
  • You don't have to spend a lot of money on video production. The Internet is different than television and the movie screen. Viewers on the Internet tend to be leery of big budget, slick 5th Avenue advertising. A video that isn't so polished and has more of a homemade feel to it has a better chance of going viral.
  • Add geographic qualifiers such as your zip code, city and state to your website and in the information posted with the video on the free hosting websites. Your video can still be seen by the whole wide world, but by doing so you will target your geographical area in all local searches.
  • Once you have your video posted, share it on Facebook and other social media websites, blog about it, and send an e-mail with a link to the video to your entire mail list. Once you get the ball rolling, others will follow and soon you will see your video going viral.
As you can see using the Internet and creating Viral Videos is easy and inexpensive yet an highly effective means to market your store. Plus creating a humorous video for your store will be the most fun you ever had creating advertising.




Brad & Debbie Simon are owners of Internet 4 Jewelers, www.Internet4Jewelers.com, where they teach retail jewelers how to use the Internet as a marketing tool to drive more traffic into their stores and to stay in touch with their existing customers. They also provide affordable Marketing Services, including video creation and submissions, to those who are too busy running their store to do it themselves. For more information please visit www.Internet4Jewelers.com.

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