Marketing can be challenging when you run an jewelry store, especially if it is a destination store and you have to attract people sight unseen. So many retailers offer similar basic pieces, and it can be hard to capture the atmosphere and services that set your store apart from other destination stores with traditional advertising. Fortunately, there are many inventive and fairly easy ways to get your brand name out there today. Here are six proven marketing methods that shouldn't take too much effort to implement.
1. Use your website and social media. You have the potential to reach a huge number of customers online, but you need to build up a real following instead of driving people away with blatant advertising. You should make your website professional and inviting, and on top of giving customers all of the information that they need, you should offer helpful and interesting content like blogs and education articles. This will bring more people to your website and make them more likely to return. Shane Co., for one, uses social media like Facebook and Twitter to announce new promotions and products to existing customers while making its presence known to potential customers. Incorporating social media into your marketing strategy is a must these days and should not be ignored.
2. Hold specialized events to target certain groups. It's difficult to market to every customer, but you will see impressive results if you take turns focusing on different clients. You can offer special discounts or deals that appeal to a certain age group — like young mothers, couples, or business professionals — to get people in the door. For a jewelry store, this niche marketing can really be effective.
3. Offer special packages or loyalty programs. These can be a great way to entice new customers, especially those who believe that spas are too expensive. Another benefit of loyalty or rewards programs is that they help you maintain relationships with your current customers. Many businesses get so focused on expansion that they forget how important their present customers are. Don't underestimate the value of return business or word-of-mouth advertising. Creating a referral program that rewards existing customers for bringing in new ones is also a great way to leverage your current customer base.
4. Work with partner businesses. Teaming up with another local business in a related but noncompetitive niche is a great way to increase exposure for both businesses involved. For a jewelry store, potential partner businesses could include boutique stores, or florists. You can simply agree to refer customers to each other's businesses, or you can work out some kind of discount program for people referred from your partner business.
5. Be a sponsor. If you have the opportunity to sponsor any local events or groups, you should consider chipping in. This is a great way to promote the name of your spa in a way that doesn't feel forced. At worst, you'll earn some positive publicity, and at best, you'll reach a large number of potential customers.
The bottom line is that there isn't a broad or one-size-fits-all marketing solution for the jewelry industry. There are, however, many creative ways to get your name out there. Traditional advertising is great, but you'll stand out most in today's market if you make an effort to promote your brand through various platforms, including social media, other businesses, and customer referrals.