Do you know who your avatar is? No, we’re not talking about the fun emojis that look like a version of you provided by Facebook and Instagram. In marketing, your avatar is your target customer. They’re essential to your sales success. The more you know about your avatar, the better you can appeal to them and satisfy their needs and goals.
Who is your target customer? Do you primarily cater to bridal customers, a younger demographic, mostly Millennials or Gen Z? Or do you do a lot of custom jewelry or appeal to estate purchasers? Are your target customers women self-purchasers? Or men buying for women? Or men buying for themselves? Or contemporary customers buying “gender neutral” jewelry?
Map out the basic demographic information of your avatar. Research them thru Google and social media. What’s their age, gender, income, marital status? Do they have children? Who are their friends? What are their goals and values? What are their “pain points,” issues or problems they have that you can help solve or address? Do they want to appear more successful and attractive?
Your avatar creates the voice for your brand. Everything you do is based on them, from the inventory you choose to your marketing strategies and sales offers. You’ll reach younger customers on social media. Check out Facebook pages and Instagram influencers to “tune into” who they’re following, what their styles and interests are. Craft your marketing and sales offers based on these.
Create a profile of your avatar. You can even give your avatar a name. The more you understand them, the better you’ll be able to appeal to them and the more successful you’ll be.
Consider:
- Content and consumables: What books and authors do they read? What stores and brands do they follow? Which magazines, movies, and TV shows? Who do they consider as “experts”? Show photos or testimonials of their favorite influencers modeling your jewelry or similar styles. Trendspot new hot trends or timeless classics, updated with fresh twists (for example pearls worn in fresh ways). Post Oscar and Grammy photos on social media.
- Health and wellness: Diets, such as paleo, vegan, organic or gluten free. Types of exercise, including yoga and pilates, massage therapy, gym memberships, sports, supplements, health products. Provide tie-ins to these interests in your social media posts. Show pictures of clients working out wearing your jewelry (“tennis bracelets”). Consider partnering with a gym or spa or offering special “health conscious” dishes at store events or parties. Feature these interests in your social media posts.
- Values and goals: What’s important to them? And why? Are they interested in a minimalistic lifestyle? Their impact on the environment? Saving the planet and social justice? Talk about socially responsible sourcing of gems and metals. What do they want to achieve in life? Is family life important? Career success? Living a fulfilling, balanced life? Consider jewelry with affirming “messages” (“love,” “hope”) or customized jewelry expressing their unique interests.
- Hobbies and interests: social activities, charities, politics, adventure, travel, gaming, fashion. What’s their fashion style? Business/professional or informal/casual? Provide jewelry that fits their lifestyle and market to that. Show someone snowboarding or ziplining wearing cool jewelry. Or pictures of top athletes wearing casual pendants, earrings or bracelets. Project informal lifestyles featuring trending styles.
- What are their “pain points”: How can you satisfy their needs and wants? Are they uncomfortable buying jewelry? Are they unfamiliar with the process? Make your store as appealing and informal as possible. For customers buying an engagement ring for the first time, walk them step by step through the process. What potential objections do they have to your brand and how can you overcome them? Is budget an issue? Do buying decisions require a spouse? Do they feel that jewelry is a “luxury” or that they should be spending on something more “practical”? Reassure them that they’re worth it and that fine jewelry is an investment. Project the story behind your jewelry, making it unique. Make the jewelry buying process a meaningful experience they will treasure.
Your avatar sets the tone for everything you do. Keep a clear image of them front and center and base all your decisions around them. The better you understand them and appeal to their interests, needs, wants and desires, the more successful you’ll be.
