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Digital Corner: 5 Steps to Take When Your Online Campaign Misses the Mark

Get ready to turn the ship around.

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NO ONE LIKES SEEING low numbers. We all know the feeling of seeing lackluster results. But the difference between the winners and the losers is what you do in response. Get ready to turn this ship around. Here are five steps to take when your online campaign misses the mark.

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To figure out what went wrong, you need to know more. We’re specifically looking for more data to help explain where things went south.

Let’s use the example of a jeweler who ran a Facebook ad campaign to encourage sales of discounted aging inventory and found that there haven’t been many more sales in that area since the campaign started. Here are some additional pieces of information to gather.

  • Facebook engagement
  • Landing page views
  • In-store and phone inquiries
  • Find the Funnel’s Weakness

Each of these areas creates a path that the potential customer can take to buying. Regardless of how simple it is, there is usually some type of marketing funnel that customers go through before purchasing. At some point along this path, too many people are being held up. Unable to get all the way through.

Maybe very few people are interacting with the Facebook ads promoting it. Perhaps the number of views on the landing page is very low. It could be that the people are asking about the collection, but never seem to pull the trigger to buy.

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Think About The Human

Once our jeweler has identified potential weaknesses, it’s important to think through the journey that the customer makes from the first time they encounter the ad on Facebook, all the way to the time that they make the purchase.

Many people forget that digital marketing, like all marketing, is all about people. Don’t be fooled by thinking that there is some technical marketing trick to fix what’s going on here. Our jeweler shouldn’t assume that adjusting the demographic targeting on Facebook will fix things when the actual problem is that the jewelry isn’t very pretty.

Putting biases to the wayside and thinking through the experience of the human being will enable success. When every piece of the campaign from the wording in the ad to the knowledge with the salesperson is properly considered, a well-built campaign will pay big dividends.

Adjust and Try Again

After thinking through the process, our example jeweler finds that a lot of people are clicking over to the website, but they stop there. By traveling through the buying process like a human, it was clear to our jeweler that it’s because there is no gallery of pieces on the landing page. There is a lot of information and a nice graphic about the sale, but the missing piece that the jeweler immediately felt when visiting the page like a customer was the inability to see these specific pieces.

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To fix this, our jeweler decided to add the gallery and give the campaign more time.

It’s important to adjust and try again. It would have been easy for our jeweler to take none of these steps and quit running Facebook ads. But that wouldn’t have been a smart move. In marketing, it’s very important to give campaigns the time and money needed to find out what truly works.

Kill or Scale

Over time, however, a marketing campaign must either perform or be stopped. If, after several attempts at adjusting the campaign, there isn’t progress, it’s time to kill the campaign and try something else. And this will by no means be a failure on the part of the jeweler. This type of trial is simply necessary for jewelry store marketing.

If, however, our example jeweler finds that adding the gallery solves the problem, then it’s time to scale. This is the perfect time to increase the amount being spent on Facebook and see how many more people will be interested in the discounted products.

Use these steps the next time you come across lackluster results in your marketing campaigns and you’ll make success more likely to happen.

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Charles Pobee-Mensah is the director of digital marketing for Fruchtman Marketing. Contact suits@fruchtman.com.

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Gene the Jeweler

Gene the Jeweler Gets Kicked Out of the Studio

In the latest episode (#42) of Gene the Jeweler, Gene is going about his business, recording a new episode. But that doesn’t last long. Four-time NFL Pro Bowl leading rusher Ahman Green walks in, and Gene finds that his time in the studio is over — whether he likes it or not. (See more Gene the Jeweler episodes at instoremag.com/gene.)

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Commentary: The Business

Building Something Cool Means Having No Regrets, Says Stephen Webster

The designer pulled out all the stops to stand out with his Beverly Hills boutique.

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PRIOR TO PENNING this column, I looked back at some of the columns written by previous winners of the INSTORE Small Cool and Big Cool jewelry stores in America. Each is a story of passion, dedication and determination (or blood, sweat and tears) to build and maintain stores that never stop compelling and engaging with their clients and communities.

As we all know, building a successful or indeed a “cool” store, no matter what the size, has never been about doing just one thing well. It may start with great product, but that is only the beginning. As jewelers, we have to build trust, offer not only outstanding service but develop almost telepathic relationships with clients, create unique and welcoming environments, and as if that weren’t enough, a brick-and-mortar store owner also has to be as tech-savvy as a 14 year-old, able to navigate the plethora of digital platforms and social channels, apparently without which no one any longer crosses your threshold.

Podcast: A Flash of Cash and Other Meditations on the Value of Jewelry
Over the Counter

Podcast: A Flash of Cash and Other Meditations on the Value of Jewelry

Podcast: Craig Husar Discusses His Career, and His Spectacular New Store, on ‘The Barb Wire’
The Barb Wire

Podcast: Craig Husar Discusses His Career, and His Spectacular New Store, on ‘The Barb Wire’

Podcast: Make Sure You Open the Dang Box
JimmyCast

Podcast: Make Sure You Open the Dang Box

Despite all the above, we love it and continue to strive to be the best and the coolest.

My home is not America; I have, though, traveled across the pond on average every month for the past 25 years, growing not only millions of air miles but also my brand through an incredible network of independent and larger groups of retail jewelers across the USA, witnessing firsthand what it takes to stand out as a store.

When it finally became time to open my own boutique, I wasn’t attached to any one community, so I did what most domestic brands do and blindfolded, stuck a pin in a map of North America, at least I think that’s what other brands do, I might be wrong. My pin landed as far away from my home as it’s possible to get, the “City of Angels”: LA, right bang on the set of Pretty Woman, opposite the Beverly Wiltshire hotel on Rodeo Drive.

I believe there were 25-plus jewelers already on that famous drive, and unlike them, this was my first Rodeo. To stand a chance, the Stephen Webster store had to be different. Our jewelry was already different, so we wanted the environment to look as though the product belonged there.

I’m proud to say that if it was anything, it was different. The etched concrete floor, the crocodile skin (effect) leather covered showcases, graffiti artwork and neons by famous street artists, and up the sweeping staircase on the second floor, the now-legendary NoRegrets lounge, where we showcased everything that makes up the extended world of Webster: chefs, sculptures, conventional and graffiti artists, photographers, a milliner, too many DJs and even a classical trumpet player. The

NoRegrets lounge has earned its title.

Just like every neighborhood store, we earned every one of our clients. Due to the nature of local employment, we never knew who was going to walk through the door, and even though our policy is that everyone gets treated the same, I’m sure one can imagine that some of those Hollywood types do demand that extra mile and a half. Living exactly 6,000 miles away, we like to think we give it. It would be fun to know if any other store owners have such a ridiculous commute; I hope not, for their sakes.

Having our flagship store recognized as “cool” by peers from an industry I love and feel very much part of in a country I really should call home has been such an honor. You have no idea how cool it feels for my team in the US and also back in London, where to say we were voted the coolest big jewelry store in America is massive.

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Shane Decker

What Not To Do During the First 30 Seconds of Any Sale

Huddling at the back is a big no-no.

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HAVE YOU EVER walked into what appeared to be a nice store, only to spin and leave faster than you came in? Or, have you ever walked into a nice place of business and watched two salespeople look at each other, then you, then each other again, like they’re seeing which one of them is going to wait on you?

You’re not alone — we’ve all had this experience, and jewelry stores are no exception. At too many stores, you’re not greeted at all, and sometimes, you can’t even find anyone to take care of your needs. This is one reason the Internet is doing so well.

People today are time-starved, and they will decide within the first 30 seconds of entering your store whether or not they’re going to give you their money.

Let’s begin with the first five seconds: every customer must be greeted — ideally, from the “sweet spot” in your store (15 feet inside your door to the customer’s right as they walk in). When you’re a client and you’re acknowledged, you feel important. It’s a relief subconsciously to realize that the sales associates know you’re there.

Never allow your sales floor to be vacant when clients come in. Many say they are just looking, but that’s an opportunity for you to use your first close by saying, “I always do that before I buy; let’s get started!” or “I’m glad you came in to take care of that today.”

“I’m just looking” means “I’m just spending.” It means “I’m on a mission, and when I find what I’m looking for, I’m gonna buy it.” It does not mean, “Leave me alone.” Like I said before, we are a time-starved nation, and nobody is just looking.

Do not come from the back of the store to the front; you should be there already. When you come from the back, your mind is focused on the busy work you were doing or the donut you were eating.

Never greet a customer from a group huddle. It’s good to laugh in your store, but if you’re all laughing about something when the client walks in, they may think you’re laughing at them.

Do not use canned openings like “Hi, how are you?” or “What can I help you with?” Clients don’t need “help”; they want professional assistance to make a purchase or information about a service needed. Likewise, don’t say, “Good morning, welcome to Smith Jewelers.” That gets old, fast. What if they come in three or four times a year and hear you say the same thing? Keep your greetings creative and make sure they’re welcoming. Your greeting should be professional and make your client feel glad they came into your place of business.

Be present for the start of the sale, and keep it professional. Starting strong allows you to make it to the end (and hopefully close the sale). By doing so, you’ll keep your client from wanting to go to the Internet — after all, we do want to talk to real people, especially when it comes to jewelry.

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World’s Biggest, Heaviest and Most Valuable Coin to Make US Debut

It will be on display at the New York Stock Exchange on July 16.

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THE WORLD’S BIGGEST, heaviest and most valuable coin will make its U.S. debut at the New York Stock Exchange (NYSE) next Tuesday, July 16.

For only 12 hours — 7 a.m. to 7 p.m. — the “1 Tonne Australian Kangaroo” gold coin will be on public display in Experience Square, just outside the NYSE on Broad Street.

Made from 99.99% pure gold, the coin measures 80 cm (31.5 inches) wide and 12 cm (4.5 inches) thick. It weighs one metric ton, which is equivalent to 2,200 pounds or 35,274 ounces. The coin has a face value of $1 million, but at today’s gold price, the precious metal alone is worth $49.3 million.

The Perth Mint created the “1 Tonne Australian Kangaroo” in 2011 to bring worldwide attention to its popular annual Australian Kangaroo Gold Bullion Coin Series. A year later, Guinness World Records affirmed its status as the world’s largest coin.

The reverse design depicts a bounding red kangaroo surrounded by stylized rays of sunlight. The coin is bordered by the inscription AUSTRALIAN KANGAROO 1 TONNE 9999 GOLD and the year 2012.

The obverse of the coin portrays the Ian Rank-Broadley effigy of Her Majesty Queen Elizabeth II, accompanied by the inscriptions ELIZABETH II, AUSTRALIA and the monetary denomination of 1 MILLION DOLLARS.

The enormous gold coin has rarely left its permanent display at The Perth Mint’s Gold Exhibition in the Land Down Under. It did embark on a promotional tour across Asia and Europe in 2014, and now it is traveling halfway around the world for the one-day New York exhibition.

The Australian coin is 10 times heavier than the previous record-holder, a 100 kg (220 pound) coin designed by the Royal Canadian Mint.

The Australian coin is 10 times heavier than the previous record-holder. CREDITS: IMAGES COURTESY OF THE PERTH MINT.

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