3 Factors for Marketing Your Jewelry Business to the Next Generation
Thursday, September 13, 2018
By Jewelers Mutual Insurance Group
The most successful business owners and managers know how to appeal to different target audiences. If you aren’t familiar with Millennials and Gen Z or how to sell to them, it’s time your jewelry business’s marketing strategy started to focus on them.
According to Jeff Fromm, president of FutureCast, a marketing consultancy agency, to successfully market to the next generation of jewelry consumers, you need to be three things— authentic, meaningful and unique.
Jewelers Mutual Insurance Group can help you with all three. They offer several premium jeweler programs to support jewelry business owners in enhancing the overall customer experience.
The next generation of consumers are digital natives and have grown up seeing everything a brand does, including negative PR and poor customer service. To gain the trust of your new consumer-base, you need to be authentic.
Be in business for more than just the sale. Include consumers in conversations and ask them for their opinions.
If they leave feedback for you on social media or have questions about your business, respond and be honest! Once you embrace authenticity and transparency, you’ll find that consumers may end up doing your marketing for you through personal recommendations and word-of-mouth on social media and review sites.
You may have 10,000 likes on your Facebook page, but that doesn’t mean much nowadays. Consumers would rather have a meaningful experience they can remember and share with others.
Brands that create purpose are what the next generation consumer is looking for. The same is true for hiring outstanding employees. If your staff is excited about your business or products, chances are they will share that experience and in turn bring in more customers.
Here are three ways to be a meaningful business.
- Provide an excellent product at a fair price
- Offer a compelling shopping experience
- Give back to your community -- find your purpose beyond selling jewelry
According to Forbes.com, being unique is one of the top seven characteristics of a successful brand.
When trying to be unique in your industry, customization and personalization are key. This applies to your products as well your customers’ experience, whether in your store or online. Today’s consumer is willing to pay a small premium for a unique experience.
This doesn’t have to cost a lot of money. Utilize what’s already available to create that experience. For example, encourage customers to bring up their Pinterest page while in your store and show you the style of jewelry they like.
Jewelers Mutual offers several premium jeweler programs to support jewelry business owners in enhancing the overall customer experience by extending service after the sale. These programs are also a great way to build trust with your customers and grow your business. Be meaningful and share the incentives with your employees to get them excited and bring in more business.