The jewelry business represents a unique market. The industry does not aim to cater to a need or comfort. Instead, the business is based more on promoting emotions via symbolism represented by gems, earrings and other forms of jewelry. This is where a good marketing strategy can make a difference.
The jewelry industry is a dynamic one, as it shows no signs of stopping. Recent reports reveal that the market size of jewelry stores in the United States is worth $33.9 billion. Also, the industry ranked 27th in the retail trade industry.
Selling jewelry is an art. It requires a mix of creativity and the right skills and strategies. Hiring jewelry image retouching services and other professional work is helpful but you need to learn a few marketing skills. Combining professional help with your skills make for a marketing strategy that shines brighter than diamonds found in your store.
Here are some ways to boost your jewelry business by reaching the right consumers via targeted marketing:
Establish Your Target Audience
Jewelry businesses have different customers depending on the type of products they offer. Start by identifying the people who will enjoy or need your products. During this step, you must also establish what makes your potential clients special along with other marketing goals.
When establishing your target audience, you must segment your audience to implement an effective marketing plan. By analyzing the audience and categorizing them according to segments, you categorize people within the larger audience to specifically target them through more personalized marketing efforts.
The marketing goal for any jewelry business shouldn’t just be about being seen by as many people as possible. It should be more about attracting the right audience by creating the right message.
With segmentation marketing, there will always be a group of potential consumers considered “more important.” This requires excluding certain people to achieve effective marketing results. Initially, it seems counterproductive but it will achieve two goals: it sells your products while creating a relationship with a satisfied group of customers. When you have a group of satisfied customers, they are most likely to share their satisfaction with their family and friends.
If you want to send the right marketing message, know who you’re going to address it. By grouping people together, you can discover factors that link them together and separate them from other clients. Overall, the purpose of customer segmentation is to appeal to the needs and interests of your smaller target audience.
Create A Story That Appeals to Emotions
Emotions are the driving force of successful marketing campaigns. Customers who are emotionally invested with a business can spend twice as much compared to non-committed customers.
Buying jewelry is more of an emotional experience than a purposeful one. For most people, purchasing jewelry is a significant experience for people looking for a gift for a special occasion like Valentine’s Day or Mother’s Day. For other people, it symbolizes a significant purchase of their lives – an engagement ring that symbolizes promises of forever.
This is why your marketing campaign should elicit an emotional response from your consumers.
A story rich in emotions is the perfect way to present your business or brand and show what it represents. Take advantage of the situation by discussing why you created the jewelry – for weddings, birthdays or special declarations of love. You can also convey your passion for art or tell your clients that you live for creating memorable moments with them.
A good emotional marketing campaign for your store should be:
- This type of emotional campaign explores the dreams of your audience, as well as their lifestyle desires. Consider factors of personal projection. What do your customers want? How can you persuade them to trust your business to give them what they want emotionally and physically? How can you convince them to buy fancy jewelry that goes well with their travel purse?
- Understand your customer’s motivation first. Audience segmentation can help you breathe easier. When you inspire your customers, they will act differently. Connect with your audience by finding a model for an inspiring campaign.
- One that commemorates special events. Many people buy jewelry to commemorate an event, which gives you the perfect opportunity to strengthen your relationship with your audience. Create stories that resonate emotionally with your customers. One of the best ways to do is by using personal stories and sharing them on social media.
- One that expresses love. Love is the most important emotion to express in your marketing campaign.
You don’t have to be a multi-million dollar jewelry business to create marketing campaigns. For small businesses, creativity is enough. You just have to be authentic, know your audience and give them what they want.