Dream! Explore! Break the rules and push the edges!

My best ideas typically pop out of nowhere while showering or in the middle of the night. Yet some of my worst ideas get puked out on the conference room table. Gather your team and get some fresh air. It’s amazing how thoughts can flow when you feel the sun on your face and do something different.

Sure the economy is tough. It’s tough for everyone.

However, relationship building is critical when you are attempting to build a network of customers that are loyal. Not only are they loyal but they become your brand advocates or “raving fans”. This allows you to tap into their sphere of influence at no cost yet you will reap the benefits.

It’s really very simple. When you sell a luxury product, your market is not very large, period. This means you must ensure that your marketing dollars are spent engaging people who have the ability to even buy your product in the first place.

Take your time, cultivate and talk to the right people.

One nurtured customer could easily turn into a sea of raving fans..

The title is a bit vague, but read on and you will find clarity for certain.

There is no doubt that Social Media has taken the internet world and overall communication by storm.   The amazing communication breakthroughs we see taking place everyday are truly remarkable and improving at an incredible rate.  Seems glaringly obvious why everyone would jump on the bandwagon.   We truly live in an amazing time, don’t you think?

Let’s take a little stroll south of the border for a moment.

Have you ever been to any number of tourist beaches in Mexico?  Have you ever been able to enjoy some relaxtion without getting hassled to buy a plate or some genuine Chanel sunglasses.  I swear.. they are real….  Perhaps your name on a piece of rice (very useful to have around)?

Now, we have Social Media and a Mexican beach.  WTF?

Here’s the deal.  Social Media handled poorly is very similar to the “sales people” on the beach.  They are relentless in their approach.  You could be gazing into your loved ones eyes (sucking face) and they will gladly interrupt you to see if you want what they are selling.  They don’t speak the same language and don’t even care if you have a need for their product.  Showing value is not on their list of priorities.  It is strictly a numbers game for them.  They know that if they approach enough people they will likely get a sale.  Pretty simple and elegant in some ways, but completely annoying and horrible for building relationships.

This exact approach is sweeping Social Media like a virus.  People are constantly trying to sell, up-sell, side-sell… you get the point.  They are not speaking the same language.  They are not providing value.  They are not sharing with the intent to engage in a conversation.  They are simply looking for numbers in hopes to get a sale.  If you are looking for numbers then be transparent about it.  Don’t even bother throwing in a worthless post about your weekend because you simply appear less authentic.  Be yourself and live up to your call center mentality.

However, if you truly want to create something worth spending all that time tweeting and posting about then shake their hands in the virtual world and mean it.  You don’t need 1 million friends or fans if you are using Social Media the way it is intended and most useful to you and those in your network.

Adios.

You will never get in trouble for embracing the status quo and you will never become remarkable as well.

Here are the recommendations. I certainly hope they provide some insight to those who are in the industry.

POST 1:

Building a jewelry brand – What NOT to do.

We have ample experience in developing brands and especially those brands that represent premium products. ahemm..JEWELRY.

What we have found is that you must marry your line with a story. Tell the story of your brand and how it came to be. Express the joy your consumer experiences while wearing your jewelry. You see where I am going here? It’s not just about a “cool looking” piece. It must have more than that to decrease price sensitivity and improve customer loyalty.

• Do NOT tout aspects of the brand that degrade its quality.
• Do NOT skimp on your web site. Keep in mind that your site is a positioning tool and those who seek your jewelry and find it online will have an opinion of your product based on the presentation layer of your site. If your site looks like crap, odds are your product is crap (in the minds of the consumer).
• Do NOT ignore current customers. They have already bought so they are likely to buy again. Be sure to reach out to them frequently.
• Do Not expect an ad in a magazine or similar outlet to explode your line. It simply doesn’t work that way. You will get some sales, but nothing to retire with.

More to come as I think of it. Best of luck to all of you.

POST 2: (Follow Up to Post 1)

More Tips on Branding a Jewelry Line

I certainly didn’t expect such a great response from my last post so I figured I would send out some more tips. Here you go:

1. An ounce of silver is an ounce of silver. BUT, your job is to take that ounce of silver and turn it into a story. Selling a silver ring for $500 that has about $10 worth of silver is very doable, but you must do it with care or you will never be positioned for premium pricing. You must accompany your jewelry with other touch points that speak a language of quality.
2. Someone responded to my last tips with this:
   “You leave out the most important part, how to attract customers to your product/brand/site ”

   This isn’t correct and don’t follow those who think that traffic is king. Yes, bringing visitors to your site is very important. BUT, this is step two. I can’t tell you how many business we deal with who listen to a comment like this and attempt to take a crappy “story” to market. They think more traffic will make them successful. Anyone care about conversions? I would rather bring 10 people to a site and convert 8, versus 100 people and convert 2. Get the point?

3. Social Media can work, but you must have a solid plan of attack for all forms of advertising including Social Media. Don’t think you are going to see huge gains by simply chatting with people. Your content must be more engaging than that. Also, keep in mind that Social Media does COST. It’s called TIME and it is irreplaceable and unavoidable.

Articles you need to read

More Scent Stuff. Scent marketing is very misunderstood and something small business owners should consider in their retail space:
http://www.brandingstrategyinsider.com/2009/02/scent-marketing-success-step-9-of-10-.html

Luxury brands have some work to do in order to maintain value and brand equity when the economy comes back:
http://www.brandingstrategyinsider.com/2009/02/the-end-of-brands-as-we-know-them.html

Great input from Seth Godin on the Get Rich approach many are taking online:
http://sethgodin.typepad.com/seths_blog/2009/02/get-rich-quick.html

If your email marketing is not up to par you really need to read this:
http://www.marketingvox.com/email-increases-likelihood-to-buy-by-50-043281/