If there are 4Cs of diamonds, there should be another 4Cs for marketing these gems. And as far as everyone knows, marketing is integral for any business. And I’ve discovered there are actually two sets of them.
In 1990, Bob Lauterborn introduced a new marketing perspective – Consumer wants and needs, Cost to satisfy, Convenience to buy, and Communication. This overhaul replaced the old 4Ps of the marketing mix. Then, in 2009, Jobber and Fahy brought their 4Cs for marketing communications: Clarity, Credibility, Consistency, and Competitiveness.
It’s no wonder this can be perplexing – especially if you have not explored these concepts for your marketing strategies.
But as marketers, we do, and I couldn’t help but think, “What about jewelry marketing?” Sure, every business has a unique marketing approach. With years of collaborating with jewelers and small businesses, we don’t really rely that much on these concepts.
I realized that we had already established our own marketing framework for jewelers, which led us to where we are now. Undoubtedly, our journey to this concept came by doing and testing. So, I am sharing our insights here and introduce you to the 4Cs of jewelry marketing.
Just as the 4Cs of diamonds stand as a guide for evaluating valuable gems, these 4Cs of jewelry marketing guide our team, and hopefully, more jewelers and marketers, towards achieving successful results.
Jewelry Store Marketer’s 4Cs of Jewelry Marketing
Confidence takes the lead as the first C of our jewelry marketing strategy. This is where all the successful sales begin. Referencing the McKinsey report, 80% of sales are influenced by an online presence, and this data shows how upgrading your digital footprint can result in higher consumer trust.
As marketers, our interactions with clients and customers need a solid dose of self-assurance. Why? Because confidence radiates belief – belief in our offerings, expertise, and the value we bring to the table.
How do we convey this confidence to our customers? It requires evidence. Your trust badges and customer reviews should be displayed on your website to give your consumers the confidence in your store’s ability to provide great service and products.
Trust badges are logos of the organizations that you are part of or certified by. In the jewelry industry, these are RJO, IJO, SJTA, Jewelers of America, GIA, JBT, AGS or other similar organizations. There may even be local relevant ones that can tell a possible customer you are a great choice for their important jewelry purchase. This proof tells consumers that your business invests in the education and resources that contribute to becoming a great jeweler.
Likewise, the importance of customer reviews cannot be overstated. Asking for them on your Google profile, Facebook, or other sources allows consumers to hear from other consumers. This is very powerful. Make sure to connect your Google profile to your website to automatically display these reviews so customers will know that they’re dealing with a jewelry business genuinely invested in their satisfaction. Actively collect them and make them a priority, as this is a major ranking factor for Google, so don’t ignore it.
It’s the essential bridge that complements our confidence. Without effective communication, our confidence remains hidden. When we say effective communication, it isn’t just about talking or convincing customers to earn their “yes.” Communication is a two-way dialogue where we lend our ears as much as our voice. This is no different from Lauterborn’s view of communication in marketing.
Several communication channels exist to help you engage with customers. Among these, social media stands out, but it does not start and end with merely growing your followers.
Many jewelry stores use social media and successfully maintain their presence but often miss the opportunity to engage with their followers. Engaging involves liking and commenting on your followers’ posts that are related to your products or services – maintaining authenticity while doing so.
Email marketing, printed materials, advertisements, TV commercials, online ads, in-store events, and others are also additional strategies that you can use – but make sure to communicate the same message across all channels. Consistency is key. Of course, there are exceptions because some messages are not well suited for every channel.
When customers know their input matters, they feel welcomed, valued, and connected. For jewelry store owners, isn’t it a mission to achieve customer vision? Because, at the day’s end, their satisfaction is all that matters. So while confidence stands tall, communication adds depth.
Creativity goes far beyond crafting catchy messages. Jewelers can use creativity in their events, marketing, and promotions. While for some creativity may translate to stunning imagery, it really goes beyond that.
Most jewelers lean in on their passions. Take, for instance, a store owner in AZ who loves animals, particularly horses, who integrates the theme in her store and even supports horse-related causes. Of course, not everyone is passionate about horses or will share the same passion as you, but tailoring your messages to target a niche segment can hit deep. That will make a difference.
Each individual’s interests are unique, and this diversity is what makes businesses so intriguing. Create curiosity. We are encouraging business owners to infuse their personalities (and passions) into their store marketing.
Here are some examples of jewelry stores using creativity to their marketing advantage.
- Marks of Design in CT does a diamond dig and donates a portion of the proceeds to a charity.
- Alan Miller Jewelers in OH hosts a Cornhole Toss competition around Father’s Day. It brings in customers, but more importantly, the local radio station came to cover the event.
- Another great example of creativity is Steven Singer. By now, much of the industry has heard of the famous “I Hate Steven Singer!” billboards, and it works. People check it out because there is so much intrigue in the billboards.
Overall, the point it step outside of the box when thinking about marketing your business.
At its core, customer service is about striving for customer satisfaction. It’s a support line and a catalyst for brand loyalty. From the moment a customer walks into your store, whether for a consultation, purchase, or after-sales care, exceptional customer service will weave a narrative of trust and satisfaction.
While customer service should be a natural focus for business owners, those who go above and beyond have the potential to boost their business. In fact, some jewelry stores offer incentives to their employees who receive mentions in their reviews when they provide amazing service. These top reviews will help your store tremendously and boost your employees’ motivation.
In general, everyone tries to give good service, but the store that takes it to a whole new level will see the results in increased revenue.
Within Jewelry Store Marketers, these 4Cs have been the foundation of our marketing approach. Feel free to adopt this concept for your marketing or explore other avenues that work best for you.
Curious to learn more about the 4Cs of Jewelry Marketing? Visit our website jewelrystoremarketers.com for a Digital Marketing Strategy Session to see how you can implement this into your store.