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I don’t usually talk about “survival” during jewelry marketing training, but 2023 feels like a good year to start.
Maybe you’re not worried about your local jewelry store surviving the year, but if you’re being honest, you probably don’t have a good plan for how you will hit your numbers from the last few years, let alone do better.
COVID money is done. The market has shifted. No one wants to say the “R” word.
So let’s take a little bit of the military-style preparedness mindset and focus on what we know works. Let’s double down on the 5 things that get results today and get really good at them. This is how you’ll hit your goals for 2023.
If you’re a local jewelry store, this guide will show you how. Ready?
Step 1: Revisit Your Brand Message
One of the magical things about successful jewelers is that they’re all unique. They all have their own story to tell. They all treat customers a little differently, in their own special way.
Why, then do most jewelers have a brand message so generic you can’t tell them apart?
I believe many jewelers fall into the trap of trying to sound like everyone else, whether that’s a bigger competitor in town or the online retailers. But that’s a mistake.
Good marketing should AMPLIFY your brand story.
Stop and read that last sentence again.
Our job as marketers is to help you tell the story of your brand, share what you believe, and make sure people who share your values see that message. If your brand message has fallen flat, it’s time to start talking about what you believe as a jeweler.
Here’s a great exercise from one of my mentors, the Wizard of Ads. Roy H. Williams. He calls it “We Believe”. Enjoy!
Step 2: Show Off Your Merchandise
As a marketing agency, many jewelers ask us what kind of items they should be promoting. Some even ask us if we do photography or use stock images.
Here’s a little secret… our best clients are also our best merchandisers.
In other words, they tell us what’s flying off the shelves. Our job is to make sure people know about their merchandise.
Some of the best practices we can share with you include:
I don’t usually talk about “survival” during jewelry marketing training, but 2023 feels like a good year to start.
Maybe you’re not worried about your local jewelry store surviving the year, but if you’re being honest, you probably don’t have a good plan for how you will hit your numbers from the last few years, let alone do better.
COVID money is done. The market has shifted. No one wants to say the “R” word.
So let’s take a little bit of the military-style preparedness mindset and focus on what we know works. Let’s double down on the 5 things that get results today and get really good at them. This is how you’ll hit your goals for 2023.
If you’re a local jewelry store, this guide will show you how. Ready?
Step 1: Revisit Your Brand Message
One of the magical things about successful jewelers is that they’re all unique. They all have their own story to tell. They all treat customers a little differently, in their own special way.
Why, then do most jewelers have a brand message so generic you can’t tell them apart?
I believe many jewelers fall into the trap of trying to sound like everyone else, whether that’s a bigger competitor in town or the online retailers. But that’s a mistake.
Good marketing should AMPLIFY your brand story.
Stop and read that last sentence again.
Our job as marketers is to help you tell the story of your brand, share what you believe, and make sure people who share your values see that message. If your brand message has fallen flat, it’s time to start talking about what you believe as a jeweler.
Here’s a great exercise from one of my mentors, the Wizard of Ads. Roy H. Williams. He calls it “We Believe”. Enjoy!
Step 2: Show Off Your Merchandise
As a marketing agency, many jewelers ask us what kind of items they should be promoting. Some even ask us if we do photography or use stock images.
Here’s a little secret… our best clients are also our best merchandisers.
In other words, they tell us what’s flying off the shelves. Our job is to make sure people know about their merchandise.
Some of the best practices we can share with you include:
- Invest in professional photography of your merchandise.
- Don’t be afraid to introduce new trends.
- Emphasize tweaking merchandise in the store to make it “uniquely theirs” for your customers.
- Create your own branded collections.
