Jewelry themeJewelry themeJewelry themeVisiting a jewelry store is an integral part of important events in a person’s life: weddings, anniversaries and other memorable dates. Jewelry is not cheap, so choosing them takes a long time and meticulously. The profit of a private craftsman or online store depends on the correct presentation of individual products and new collections.
High-quality texts on jewelry topics replace salespeople in stores and play an important role for the portfolio of private specialists. Such content tastefully justifies the considerable cost of precious items in catalogues, introduces future buyers to new collections, helps them make a choice from a wide range of products, and explains the terms of promotional offers and additional services.
Video content: IGTV, Storytelling, Live outputs versus 360° video, AR, VR and native advertising
Video content is becoming more and more popular, with more and more hours of videos being posted on the Internet. More and more platforms are providing opportunities for posting videos. The situation with trends here is also not a surprise; all formats were known 2 years ago and even earlier, but it’s definitely worth betting on them when promoting the jewelry business in 2022. The battle in this section is serious; it lies in the user’s interest in watching this or that video format. Let's figure out what you should bet on and choose the most suitable option for your jewelry chain, from which your buyer will not be able to take his eyes off.
IGTV, Storytelling, Live broadcasts - video formats for Instagram. They are clearly separated by the duration and manner of shooting (strictly vertical format or the ability to make different formats). IGTV - saved videos of any format from 1 minute. Storytelling - short vertical videos (80%) lasting up to 15 seconds, which disappear after 24 hours. Live broadcasts - live broadcasts and reviews of trends in the jewelry industry, broadcasts from presentations of new jewelry products.
360° video is a video with a 360-degree view. The engagement in views of such videos is much higher than views of conventional formats.
AR, VR - games with immersion in reality. In the first option it is augmented reality, and in the second we are talking about virtual reality. Such formats are also interactive videos, provide greater involvement in the content, and are more likely to be watched in full by buyers than usual.
Native advertising is a way of integrating advertising into the main context of the story. Here, unobtrusiveness and subtlety are valued in advertising, which does not sell directly, but expresses the opinion of the author, encouraging the use of the advertised product.
Why is this section comparing such diverse video options? The fact is that all these videos have the first task - to be opened, the second - to be watched, and the third - to be “hooked” by advertising. By comparing each of these options that are important for the buyer with the budget for its implementation, superimposing it on the idea that you consider key in running your jewelry business (your main advantage), you will be able to compare all these top marketing mechanics.
For my part, I’ll tell you about the order in which you need to implement all these trends in your jewelry business.
So, from simple to complex: 1. Storytelling, 2. IGTV, 3. Live output, 4. native advertising, 5. 360° video, 6. VR, 7. AR
How magic is created
The main wish of the Customer was photorealistic graphics. After all, the main value of GRAFF jewelry lies in the filigree work of the craftsmen. Special effects were allowed, but nothing should distract the viewer from the beauty of the products.
The customer provided us only with photographs of the jewelry:
All 3D elements had to be modeled from scratch ourselves.
The essence of the advertising concept : particles are collected from particles in the form of stardust, and diamonds crystallize from them and are inserted into the jewelry frame.
As an example, we offered this reference to the Customer and received approval:
All that remains is to come up with and plan how to technically implement the chosen concept.
The painstaking process of Research and Development (R&D) began. When an art director and motion designers study works of similar themes and methods of their implementation, try, experiment, and decide how to construct the work.
On any non-standard project, time from a week or more is allocated for R&D. Video production must not only fulfill the Client’s task, but also select the optimal solution in terms of time and final cost.
We studied a lot of jewelry advertising work by Western motion designers and made several test models in the Houdini program.
Here's what we got:
Telegram, Messenger, Viber, WhatsApp and other instant messengers as business support and sales channel.
The trend here is not the very presence of messengers in your communication, but rather as a channel for communication and sales to your customers. In general, messengers are becoming a great help in the jewelry industry. They allow you to provide customers with information about the arrival of goods, upload live photos and short videos, and stay in touch with customers who want to get to know the brand and ask the first questions. In addition, this is the formation of a brand image, customer trust and that very growing customer focus and personalization of marketing.
Instead of comparison: it is worth expanding the number of touchpoints and using as many channels of communication with customers as possible that you can correctly process.
How the music was selected
The final stage is music.
We have collected about 15 composition options with accents on the classic style. The client settled on this beautiful symphonic piece:
After this, it remains to collect all the agreed upon stages together.
Result
This was our first project in the style of “jewelry visualization” and immediately an order for a premium-class video. We are glad that the project was successful. The client was so satisfied that in the future we made two more branding advertising videos for jewelry for him.
Voice search Alice and SIRI
Voice search is gaining popularity, and it’s impossible to argue with that. Already, a quarter of all requests to search engines are made by voice.
What are you talking about? Voice messages on WhatsApp also irritate me. How to use it in jewelry?
I foresee questions on this topic: here is the answer for those who have their own websites or other Internet resources. Yes, this is a very new topic for the field of marketing, but there are already a number of solutions on how this can be applied in advertising. It is necessary to adapt sites to users’ voice requests. By analogy with the CEO, and especially pay attention to the presence of answers to very long questions, for example, “Alice, how to choose long and beautiful silver earrings for a party.” Don’t turn a blind eye to SEO optimization and saturation of your sites with texts with a large number of keywords and take into account potential questions from voice wording. In 2020, voice queries are planned to grow to 50% of the total number of requests to search engines. Soon it will simply be impossible to ignore such a search.
Summary: it is worthwhile to saturate brand sites with high-quality texts rich in keywords now. Learn more about content marketing.
Where to find a rich audience?
As a rule, events, in addition to the main thing - a long-term effect, demonstrating the advantages of the brand - also provide direct sales. These are usually not the most expensive, impulse and previously deferred purchases. Nina Glushakova, head of the “Private Collection” project
(3 stores: in Barnaul, Sochi, St. Petersburg) continues the topic: “We have intimate events, unlike Remix, we do not have our own large areas. The main thing that we have is a salon in the very famous five-star Hyatt Regency Sochi hotel, and we use it to the fullest.” Event marketing is the shortest way to the wallets of rich people. But you have to work with them according to special rules - the wealthy are very rational and, at the same time, are literally inundated with various invitations. “They always have the suspicion that they want to force something on them,” says Nina Glushakova. – We need an atmosphere that switches the brain from a rational to an emotional state. Our time is an economy of impressions. The rich have everything, but lack emotions. With the Sochi Concert and Philharmonic Department, we hold concert events of very high quality - otherwise there will be the opposite effect and you won’t reach your potential client next time. It is important to invite elegantly - our invitation cards are individual works of art in themselves, so even a person spoiled by attention will not dare to throw them away.” It’s the same with a buffet table: it should bring aesthetic pleasure and no “buy-buy”. The purpose of the event is to get acquainted and establish relationships for the future. And where can you find a rich audience, those who are worth inviting as VIP guests, especially when you sell exclusive, expensive things?
Here's what Nina Glushakova recommends:
1. VIP clients of banks. I began to communicate with their respective departments, they, in turn, are interested in expressing gratitude to wealthy clients.
2. Living in expensive hotels, in our case Hyatt. We hold music salons in hotels with the participation of high-profile musicians. That is, we are inviting you not to a collection - it is, of course, presented, but to a cultural excursion. We call media figures as soon as possible.
3. Yacht clubs. People there are relaxed, already in the mood for relaxation and impressions.
4. Companies involved in the sale of elite alcohol, for example, Ararat cognac, began to contact us. They organized joint evenings with tastings - after all, they have draconian restrictions on advertising.
It must be said that 20% of the public come to the next events in the “Private Collection” from previous events, 80% are new people, “strangers”. The company carried out its most effective event marketing in Barnaul, although this is one of the poorest cities in Russia. “In any city, at least 1% of the population can be classified as rich, and for us this is a large segment with which we must work,” concludes Nina Glushakova.
In fact, no one will argue that even during a crisis, wealthy people have money in their accounts and they don’t know whether to spend it. We need to generate the idea of purchasing, the idea of consumer happiness. A properly organized elegant event allows the invitee to feel the benefit of an expensive, not very necessary purchase immediately on the spot or as a deferred idea.
Social commerce and sales.
Communication trends and the main thieves of your free time in recent decades are no longer just a platform for communicating with friends. Now these networks are filled with commerce, selling posts, advertising of goods and a big battle for the attention of buyers with the promotion of their posts to the top places. A huge number of successful examples from the development of jewelry startups to full-fledged scalable production sites selling products in huge quantities. There are hundreds of examples in which large jewelry and watch brands just post a promo post announcing a new product and in a matter of hours collect $1,000,000 in pre-orders. Why here, on social networks, and not on TV, not on your website, not in the office? Yes, because here it is more convenient for customers to keep track of their favorite brands or stores they have visited. Or the buyer saw a piece of jewelry somewhere, but he doesn’t know how to find it in his city. Still don't believe in sales from social networks? Yes, they won’t exist if, like 2-3 years ago, you only post photos of your jewelry. You can see 3 things to do in my articles on the website
Summary: Find a qualified mentor/consultant who can show you how to start selling jewelry on social media.
Animation stage
The Client was completely satisfied with the new styleframes, and we started animation. The video sequence was built on the basis of editing transitions. Each subsequent product was demonstrated from a new angle.
We decided to move away from a single camera so that the presentation of each new decoration would be different in meaning and presentation.
The client was offered two options for the video:
for 30 seconds
and for 45 seconds
The Customer himself wanted to see more scenes with decorations from different angles. We took the position that 30 seconds is enough to advertise a jewelry product and that we can do without repetitions.
“Smart” adjustment of advertising budgets.
This is a real breakthrough for those who are thinking about correctly spending advertising budgets in the Internet sphere. Advertising platforms implement their own mechanics that analyze the widest range of information regarding search queries, search results, rates for impressions and advertising coverage, and control the optimal expenditure of the advertising budget. In a word, everything that not every good targetologist, analyst or advertising customizer knew before is now available at the level of moving the slider to the “on” position in the advertising account. We are waiting for such mechanics to appear on all popular advertising platforms and boldly go into online advertising.
Summary: try using Internet advertising, spend the first thousand rubles to promote your main unique selling offers and evaluate the effect. Then increase momentum.
Our works
Commercial texts for jewelry houses and stores
Legendary content defines the face of a trading house, and SEO optimized text increases the number of site visits several times and contributes to sales growth. Our articles contain the most popular search queries of future buyers and are easy to read.
| ! | From us you can order original names for new stores and the history of jewelry houses, texts for leaflets, booklets and souvenir printing, as well as turnkey presentations for participation in auctions and exhibitions. |
In the promotion of jewelry stores, the status of the establishment and the products offered are of particular importance. It can be emphasized by high-quality thematic content. We will be happy to prepare texts in the following formats:
- Portfolio of private jewelers and restorers.
- Unique and enticing descriptions of jewelry for catalogs.
- Texts for the main pages of websites of jewelry houses.
- Press releases about ongoing promotions and new collections.
- Content for social networks, scripts and captions for videos.
Textmark authors also create unique commercial offers for suppliers, wholesale buyers and business partners, texts for direct mail and online newsletters.
