Online social engagement has become an essential part of every independent jeweler’s marketing efforts. Rick Arnemann, CEO of marketing and advertising firm Harmon Group says there are three important reasons for this:
- The number of unique visitors that are engaged on Facebook is over 164 million; on Instagram it’s over 111 million
- It can target potential customers more accurately than any other advertising media
- Executed correctly, it is the most cost-effective media with the greatest return on investment
“Harmon recognized the need for jewelers to have a solid marketing platform via social media,” said Arnemann. “That’s why we’ve spent the last several years researching and participating in the social landscape. We’ve learned all of the intricacies needed to succeed in the social space, which is why we are consistently seeing response rates to our boosted social posts (posts that use paid advertising to reach a specific target audience) that are ten to twelve times greater than the average. We know what works, what doesn’t, and what generates sales.”
Harmon is taking this knowledge and applying it to their new Social Media Program for Independent Retailers. Through this program, jewelers may choose to promote the brands they carry, their store brand, or a combination of both on Facebook and/or Instagram accounts.
“There are currently over one hundred of the best manufacturing brands in the industry partnering with us on this program,” said Arnemann. “These brands are partnering with us because they understand this program and know it will be successful. If jewelers work with brands that aren’t partnered with us yet, we will acquire them.”
When a jeweler signs up, they don’t have to do anything but respond back to the consumer. Harmon handles all the posting and boosting, and provides a monthly calendar so the retailer knows what products will be featured on their social media on what days. “Our photographers and videographers have the equipment and skills to create high quality assets to post, and our writers know how to craft targeted copy that will reach consumers. We also provide the analytics at the end of the month,” says Arnemann.
While Harmon’s social media managers will meticulously manage and execute the entire program, it appears to the consumer to come directly from the jeweler. All responses on posts will go directly to the jeweler. “We even make it easy for the jeweler to be notified when someone has responded without having to go to a computer. This is the first point of engagement, and we want him to welcome that buyer in,” said Arnemann.
“We provide everything needed to take the independent retail jeweler’s social media account from the least viable marketing tool to a cost-effective advertising vehicle. The Harmon Social Media Program will create greater awareness of the jeweler’s store to the people in his market, targeting only shoppers looking to buy what he has to sell,” Arnemann concluded.
The Harmon Group is a full-service advertising and marketing agency serving the jewelry industry for over thirty years. Harmonworks with a broad range of companies, including independent retailers, manufacturers, and industry institutions.