Marketing for Jewelry Stores
A Multi-Screen Advertising Strategy for Your Local Jewelry Store
These days, your local jewelry and watch shop is facing some tough competition: Goliaths like Tiffany’s, department stores, and even online discounters like Amazon and Overstock. How can an independent jewelry shop compete with these giants to become the go-to shop for local customers whenever they need an engagement or wedding ring, a gift for a loved one, or a pick-me-up treat for themselves?
The good news is that when price and quality are similar, 55% of jewelry shoppers prefer small, independently-owned businesses.1 So even though you may be a David facing these Goliaths, if you can get customers into your store to see your great price and selection, and learn about the special services you offer, you have the chance to earn their loyalty and future business for any occasion.
Where to start? Outsmart the Goliaths with a well-integrated advertising strategy that goes beyond traditional print advertising. Emotionally compelling and visual ads can build brand awareness and reach local customers to woo them away from the “giants” and into your local business.
Read on for some great ideas.
What’s more emotional than buying an engagement ring, a gold cross for your daughter’s First Communion or a beautiful necklace to celebrate a milestone birthday? Television’s unique ability to create an emotional connection with viewers makes it the perfect advertising medium for jewelers.
Television lets you target very specific audiences based on location, demographics and more, and allows you to tell a visual story that builds local brand awareness of your store. For example, you can capture your local bridal crowd with ads on wedding-oriented shows like “Say Yes to the Dress.” Attract women ready to buy their own blinged-out pieces with ads on “The Real Housewives” or “Girlfriend’s Guide to Divorce.” And if you think these types of cable ad spots are out of your league, they’re not. Think “cubic zirconia,” rather than “diamond,” when it comes to cost.
Did you know 82% of brands say spending more on television advertising leads directly to more website traffic?2 Use TV ads to get viewers to your website for a special offer like a free gemstone appraisal, watch repair or percentage-off coupon. That way, people using smartphones or tablets as they watch (87% of all TV viewers!)3 can learn more about your customer service, expertise and unique services like refurbishing antique pieces or creating custom designs that they just can’t find at a chain store. Cox Media can help you create compelling TV and video advertising showing how enjoyable and gratifying it is to shop at your store for all occasions.
With so many big competitors out there, your business’s website may not rank very high in search results, but online video and display advertising can help you overcome that obstacle by putting your ads in front of consumers wherever they go online.
For instance, if a prospect has searched for keywords like “wristwatch,” “custom jewelry” or “jewelry repair,” or visited jewelry or wedding websites, your video ads can be served before any video they watch, and your display ads can pop up as they continue to surf the web.
In addition to ads, you can create “explainer” videos sharing tips on topics like how to choose the perfect engagement ring, how to measure your ring size or how to care for pearl jewelry. Since 46% of all videos are viewed on a mobile device4, make sure your video looks just as good on a smartphone as it does on a big-screen TV.
It’s not difficult to spread the word with online video: Cox Media can give your business the polished look it deserves while helping you make the most of your video budget; in addition to planning a professional shoot, they can edit the footage shot for your TV commercial into online video ads, “explainer” videos and social media videos. Don’t let video quality sell you short; your jewelry inventory, business and service offerings are worth more than videos and photos shot on a mobile phone.
Social media lets you get super-targeted, so it's a great way to reach out to niche audiences such as LGBTQ couples who are looking for customized wedding bands, Hispanic parents looking for quinceañera jewelry or single women celebrating a work promotion by purchasing a jeweled bracelet.
With 79% of adult Internet users on Facebook (and 76% logging on daily,)5 the social network is the natural place to start, but don’t forget about Instagram, Pinterest and Twitter. Get attention with gorgeous photos and videos of the jewelry you sell. Encourage your customers to share personal stories like how he (or she) proposed. Post a question like, "Ladies, have you ever bought yourself a diamond? Tell us about it." When you comment on their responses, be sure to mention diamond jewelry you sell that would make a great "self-gift" and offer a discount and consultation when they visit your store.
With the average smartphone owner touching their phone 2,617 times a day6, mobile advertising is a surefire way to get your local business noticed. “Geo-fencing” allows you to target your mobile advertising geographically so it only displays to people within a certain distance of your business. Get their attention by offering discounts, rewards or other incentives (like a free ring cleaning just for visiting your store).
During highly competitive jewelry seasons — the holidays, Valentine's Day and Mother's Day – you can go one step further with “geo-conquesting” mobile advertising. Display mobile ads to consumers when they visit or get close to other jewelry stores or department stores with a fine jewelry section in your area. Test the water: Depending on the ROI you receive, you may consider extending the geo-conquesting tactic throughout the year to deliver ads to customers who visit local florists, lingerie stores or card stores, indicating they may be shopping for a gift and may be open to buying jewelry.
PUT A RING ON IT
With the right combination of television, online, social and mobile advertising, your jewelry business will enjoy 24-karat sales and it’s easy to get started. Contact Cox Media online or call 1-855-755-2691 to speak with one of our local advertising specialists in your area. If you’d like to learn more about advertising resources for your local jewelry business, including why you should target married and single women who buy jewelry for themselves, read our infographic.
1Sales Fuel, AudienceSCAN, 2017.
2Video Advertising Bureau, VAB Report: Ignition Point, 2015.
3Accenture, “Digital Video and the Connected Consumer,” 2015.
4Tubular Insights, “Millennials Ensure 46% of Video is Consumed Via Mobile,” Mar. 21, 2016.
5Pew Research Center, “Social Media Update 2016,” Nov. 11, 2016
6Network World, “We touch our phones 2,617 times a day, says study,” Jul. 7, 2016