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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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David Geller

Why David Geller Says You Should Sell Lab-Grown Diamonds

You’re a merchant, so sell the customer what they want.

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ONE OF THE JEWELER pages on Facebook has been discussing whether a store should stock and sell lab-grown diamonds. The dad says no, while the millennial son says, “I think we should try it.” The reader vote is split about 50/50.

Can we talk about making a living here for a moment? And selling consumers what they want?

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Customers want to know their options and make their own decisions. Be their personal shopper.

I started in 1974 as a trade shop. I used to do work for a store at our mall, Wellington Jewels. I sized the gold rings they sold and set stones.

What stones? Strontium titanate. It’s a diamond simulant that has colors like an opal. Hardness on Mohs’ scale? About 5.5! But sparkle, oooh weeee!

The store was mostly black walls and showcases, with bright lights to make the stones pop. They made great money, and these are diamond look-alikes with the hardness of an opal. The mountings were 14K gold with real melee diamonds. They didn’t sell much fashion, which I told them was crazy, because a woman can only buy so many engagement rings.

I became friendly with the store manager and she agreed. So I ordered a dozen at a time in fashion mountings from a catalog, furnished the mountings and diamond melee, and she gave me center stones, which I set. They’d sell most of each dozen I gave them within five weeks.

So let’s talk profits on this product. All merchandise was quadruple markup.

They gave a lifetime warranty on these stones. If the stone scratched or chipped or fell out, they’d replace them for 50 percent of the price (so they still made keystone).

This was junk compared to lab-created diamonds. Remember: a lab-created diamond will last as long as the human does.

What about resale value? Well, they can’t get their money out of what they spent on your natural diamond, so try lab-created, make a better margin and keep that young person from buying it someplace else.

When you quote a price to a customer for anything, you may be thinking, “They aren’t talking. Maybe I should come down on the price. OMG I need to make payroll this Friday.”

They may be thinking: “Darn, my student loan note is due at the end of the month. Maybe I should opt for a lab-created diamond. I can’t tell the difference and we need to save for a house.”

Be their personal shopper, make a customer happy and make some money!

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Editor's Note

These Are The Three Factors Driving Revolution in the Jewelry Industry

All three are technology-based.

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WHEN A BUSINESS REVOLUTION arrives, there’s no stopping it. Your only options are to ignore it and die a slow death, or join it and learn, quickly, how to do business within the new paradigm.

Three powerful pistons are driving revolution in the jewelry industry. The first is e-commerce. Some retailers have complained of manufacturers going direct to consumers, but many are now learning to compete in the online space as well. We just started judging this year’s crop of America’s Coolest Store contestants, and we are impressed not only by how many of the applicants sell online, but also by the quality of their websites. Read about retailers doing e-commerce right in our story, “E-Commerce For Everyone,” beginning on page 74.

The second piston is the lab-grown diamond phenomenon. The category continues to gain traction among consumers, and largely driven by consumer demand, not marketing. Read about Soha Diamond Co., a retailer who sells only lab-grown diamonds and gemstones, in our “Talkin’ ‘Bout a Revolution” story starting on page 63.

The third piston is social media, which offers retailers the opportunity to engage local consumers for very little monetary investment. Social media is where the people are; it’s just a question of how to reach them, and then how to interest them in your jewelry and your store.

A revolution is on your doorstep, whether you like it or not. Will you join it or be left behind?

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

  • During slow times, take photos of all waxes not already in your CAD library and add them. (Manager’s To-Do List, p. 46)
  • Use an aggressive commission to incentivize salespeople to sell old items. (Ask INSTORE, p. 108)
  • Present customers’ kids with gift-wrapped presents to make them feel special. (Tip Sheet, p. 98)
  • Match the percentage of marketing dollars spent on a department with its store performance. (David Brown, p. 112)
  • Make a list of all verbal buying cues and have staff practice their question closes for each. (Sales Truths, p. 112)
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Dave Richardson

24 Verbal Buying Signals Your Sales Staff May Be Missing

Do this exercise to improve your team’s closing ratio.

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WHY IT IS TRUE: The customer will say things that indicate they are ready to buy, but many salespeople talk right through these cues.

PLAN OF ACTION: During a meeting with your staff, write these verbal buying signals on a flip chart and ask your staff if they can think of any to add to the list.

  • Do you take credit cards?
  • I really like it.
  • I think she’ll like it.
  • Do you have a warranty program?
  • Will you gift-wrap it?
  • You provide an appraisal?
  • What if she doesn’t like it?
  • What time do you close tonight?
  • Do you have it in white gold?
  • Will you be able to size it for me?
  • If I buy it, when can I pick it up?
  • I really like the feel of it.
  • I really like the way it looks on me.
  • Can I put it on my store credit?
  • Can you engrave it for me?
  • You have a layaway plan?
  • Since I can’t take until it is sized, do you deliver?
  • Does it come in a box?
  • How can I care for it?
  • Do you have the matching earrings?
  • Can I borrow a calculator?
  • If I buy the ring, will you pay the tax?
  • What is your return policy?
  • What do you think?

Then, divide your salespeople into groups of two or three and have them write the appropriate closing question to each one of the verbal buying signals. Then you can compare the results.

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