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Here’s How the Power of Pictures Can Boost Your Online Success

Visual marketing can raise the shareability of your messages on social media.

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ONE OF THE MOST IMPORTANT goals of marketing? To convey a message to consumers. Once you have your message, format should be one of your highest considerations. You can have an advertisement consisting of only words. But a picture is worth a thousand words — and it also communicates those thousand words much faster than text or speech. Here are four advantages of visual marketing.

1. Visual marketing can be shared easily. This is an advantage of visual marketing over text marketing. How often do you see infographics or pictures being shared on your Facebook news feed? In general, it’s much easier to convey complex messages using images than it is to convey those same messages using text.

Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive
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Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive

Podcast Bonus Episode: Andrea Hill Shares Survival Strategies for Jewelers Facing Daunting Challenges
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Podcast Bonus Episode: Andrea Hill Shares Survival Strategies for Jewelers Facing Daunting Challenges

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Podcast: Would Your Customer Drive Hundreds of Miles for a Lab-Created Diamond?

Visual content is 40 times more likely to be shared on social media than any other form of content. Additionally, images can be fun to share because they elicit an almost instant reaction from the viewer. A funny image makes someone laugh much faster than a funny paragraph.

2. Visual marketing creates brand awareness. Visual marketing is an excellent way for jewelers to build their brand awareness. If you can consistently create visual content for your target audience, they are more likely to remember you when shopping around. In many cases, your posts might even cause them to shop around.

The key to building brand awareness with visual marketing is to create visuals that adhere to a specific format or style. The human brain recognizes patterns, so when consumers begin to associate your visuals with your brand, you will have created a powerful tool that you can use to put yourself on the radar of your consumers. To create a pattern, make sure all of your graphics, taglines and messaging are consistent across all platforms. Think Apple products: whether it is a billboard, their website, or a magazine, their advertisements follow the same pattern — showcase the product as the star of the show, with minimal to no words.

3. Visual marketing encourages more user-generated content. Social media gives jewelers a powerful means of connecting with their customers. One way jewelers can show customers that they care is by re-posting content where customers tagged the jeweler or used a jeweler’s special hashtag. Doing this makes customers feel appreciated and begins to create a community around the jeweler’s brand. Additionally, when someone who isn’t a customer sees interactions like this, it makes them want to be a part of the community. These new people are also more likely to trust other consumers than they will trust a brand.

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4. Visual marketing can help you sell your products. One of the most important marketing tools a jeweler can have is a well-designed website. Your website is the digital storefront of your company. As such, whenever someone is interested in your brand, they usually end up on your website one way or another. When they reach your website, you want to make sure they see high-quality product shots and lifestyle imagery. Low-quality images can work against you. 54 percent of American consumers reported that they were more likely to delay or reconsider a purchase if they encountered low-quality images on a brand’s website.

Visual marketing is a potent form of marketing that jewelers should utilize. Jewelry shopping is highly visual. With the right strategy, you can optimize your digital efforts to help you achieve some great returns on your digital investment.

Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and Premier Google Partner. Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.

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Vegas Must-Haves #8: Long-and-Lean Earrings Are Everywhere

They’ve been popular at awards shows and on international catwalks.

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Heading out to Vegas for Jewelry Week? Here are some of the trends we are predicting you will see and that you might want to bring into your store. Some have been going strong for a few seasons, while others have been evolving for a couple of years. All are popular from the red carpet to the ready-to-wear runways to the jewelry design studios. So, why not try your luck with this trend or the others we will be showing?

From the red carpet to the runways to the design studios, all styles of earrings continue to be strong. One style that we saw at all the big awards shows this past season as well as on the international catwalks was the long and lean look. The earrings can range from sticks of diamonds to streamlined and linear with more movement, traced with enamel and/or popped with colored stones, and can go from mid-length to shoulder-skimming.

Lili Reinhardt in Swarovski earrings at the 2019 Golden Globe Awards Photo: Shutterstock

GiGi Ferranti Gia Deco 14K stick earrings with Zambian emeralds and diamonds. gigiferranti.com. $5,200

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EF Collection 14K gold diamond and enamel Stripe Bar Drop Earrings. efcollection.com. $650

Harwell Godfrey 18K gold articulated black and white diamond stick earrings in yellow gold, harwellgodfrey.com. $2,700.

Effy Pave Classica 14K White Gold Diamond Vertical Earrings, 0.35 TCW effyjewelry.com. $1,095.00

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Vegas Must-Haves #7: Attention-Grabbing Gold Chains That Mix New and Old

They’re being linked and looped together in creative ways.

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Heading out to Vegas for Jewelry Week? Here are some of the trends we are predicting you will see and that you might want to bring into your store. Some have been going strong for a few seasons, while others have been evolving for a couple of years. All are popular from the red carpet to the ready-to-wear runways to the jewelry design studios. So, why not try your luck with this trend or the others we will be showing?

Gold chains are back as a statement and a staple for your customer’s jewelry wardrobe.

I first started noticing the trend to weightier and gutsier chains in 2016, and they are being linked and looped together in creative ways. Many of the modern links take their cue from antique bold gold curb and paperclip watch chains and/or long vintage 70s large rectangular and oval links. Your clients can wear these alone or add charms and medallions. Foundrae is a perfect example of showing different lengths, styles and widths of chains and connector links to add their meaningful pendants. Add different charms or teach customers how to wear the longer versions doubled or creatively as lariats or elongated Y necklaces.

Tod’s Fall/Winter 2019/20 Runway Show

Jemma Wynne 18k gold Toujours emerald necklace with diamonds $15,750 jemmawynne.com

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Sylva & Cie 14K rose gold diamond oval link chain with champagne diamonds approximately .90 TCW sylvaandcie.com. 9,750.00

Foundrae 18K gold mixed oversized clip choker. foundrae.com. $14,995

Brent Neale 18K gold textured chain link necklace. brentneale.com $9,850.

Marla Aaron heavy sterling silver curb chain with baby 14K lock. marlaaron.com $682

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Editor's Note

This Year’s INSTORE Design Awards Winners Followed In a Stellar Tradition

With 25 categories, many designers had the chance to shine.

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EVERY YEAR, I’M consistently impressed by the ingenuity displayed by the jewelry designers who enter the INSTORE Design Awards. Two years ago, Hisano Shepherd of Little H made a splash with her fresh take on pearls, slicing them open and encrusting them with gemstones. Last year, Katey Brunini won three categories with three separate pieces from her intricate and colorful Eating Watermelon In The Black Forest collection, while TAP By Todd Pownell took two other categories with their striking, nature-inspired use of diamonds.

This year, with so many more categories (25, as opposed to eight last year), lots of designers made their mark. Adel Chefridi won two categories and a Retailer’s Choice award with his geometric matte designs. Thorsten placed with three different show-stopping wedding band designs. Manufacturers Gabriel & Co. and UNEEK Fine Jewelry each had multiple winners. The mesmerizing Sultana ring by Annamaria Cammilli Firenze cleaned up across several categories. Then there was our Grand Prize winning piece: the VIVAAN cuff (featured on our cover) with nearly 30 carats of natural fancy color diamonds that won over both our judges and online voters.

When you’re shopping the Las Vegas trade shows, start with the winners of this design competition. If they’re turning heads among our judges and online voters, they’re sure to turn the heads of your clients as well.

Trace Shelton

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

Five Smart Tips You’ll Find in This Issue

  • When displaying men’s jewelry, opt for timeless elements like antique fly-fishing reels, old toy cars or old sports items. (Ask Instore, p. 91)
  • Longer ad copy yields better results, as proven by Google. (Jim Ackerman, p. 90)
  • Always display in odd numbers; it’s more aesthetically pleasing. (Three Things I Know About, p. 94)
  • Ask questions that elicit a “yes” from the woman in order to close the male buyer. (Shane Decker, p. 92)
  • When retirement is in the near future, start maximizing net profit to build the value of your business. (David Brown, p. 94)
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