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How Regional Jeweler Meets Customers Where They Live

Lately, the company is focused on data-driven geo-fencing.

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Bernie Robbins’ iconic butterfly packaging.

BERNIE ROBBINS JEWELERS’ marketing strategy, fueled by a savvy, full-time staff of four, is ever-evolving. Lately, it’s focused on data-driven geo-fencing. “We’re trying to be more relevant to the audience we want to attract,” says CEO Harvey Rovinsky.

Geo-fencing is, in essence, a virtual perimeter drawn around any space. Potential clients within that geo-fenced area can be targeted for certain events, such as bridal events, in the store. So Bernie Robbins can concentrate on a geographical area they believe has a strong potential for bridal customers, and then the marketing department will know in real time whether or not it’s working. They’ll be alerted when someone they’ve targeted walks into the store. “We are a brick-and-mortar location, so return on digital ads is usually an impression or a click,” says Peter Salerno, digital marketing manager. “But in this circumstance, we can see that someone is walking into one of our physical locations because of it.”

In the past year, geo-fencing and behavior-targeted social media advertising have become a larger part of the company’s media budget. Shifting the advertising to be more data driven has increased the ability to deliver advertisements to people who will actually be interested in them. “Every day, we grow our database and develop a better understanding of our potential customers,” says Cristin Cipa, director of marketing. 

“I can’t overestimate the value of marketing,” Rovinsky says. “We commit very significant resources to it. We look at ourselves as a marketing company that happens to sell jewelry.” One staffer in the marketing department spends two days every week taking professional photos of jewelry to use on Instagram and the website. 

Says Rovinsky: “We still do clienteling by telephone and text. Here’s what we’re not doing: newspaper and TV. We still do radio, outdoor, and we do one city book. Other than that, it’s all things digital.” 

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Billboard

“Our clientele is busy and on-the-go; they are looking for visual and easily digestible content,” says Cipa, citing the example of a co-op Cartier billboard. “Regional billboards are still a large part of our media budget. With five locations across Pennsylvania and New Jersey, we cover a large geographic footprint and believe that strategically placed billboards continue to reach our geographic targets.”

Influencers

Bernie Robbins has increasingly engaged with “micro-influencers,” people in a range of age demographics who live in the community, have strong social followings, but also have a real relationship with a network of potential local customers. Influencers are recruited for their authenticity, a word Salerno describes as the big, sexy word for 2018. 

Print

A co-op Forevermark ad in Philadelphia Style magazine focuses on a classic engagement ring that, thanks to clean branding, is allowed to simply pop off the page. “Forevermark engagement rings are stunning and we loved aligning with their elegant language, ‘It’s a long journey to become the one,’“ says Cipa.

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Social Media Strategy

Bernie Robbins adapts its brand voice to its social media audience. “We know we have to have a strong presence on Instagram to engage with our younger customers,” Cipa says. “Our brand voice on Instagram is slightly younger and tends to be more playful. We are selective and only post professional, clean-looking photos.”

Regional Promotion

Leveraging key regional happenings is key to the company’s marketing strategy. Bernie Robbins owners Harvey and Maddy Rovinsky, lifelong fans of their hometown team, the Philadelphia Eagles, offered fellow fans a dream proposal story by giving away two tickets to the 2018 Super Bowl LII to the first couple who purchased an engagement ring valued at $50,000 or more. The giveaway launched on a Monday, and by the end of the week, they had a winner — Bob Wanum of Doylestown, PA. Married for more than 30 years to the love of his life, Teresa, Bob proposed a vow renewal during the big game. 

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Butterfly Packaging

The signature butterfly packaging, which represents joy, hope and love, has been an iconic part of the brand for 50 years.

Branded Champagne

Bernie Robbins’ branded champagne is served for special occasions and during events.

Chic at the Shore

Bernie Robbins has hosted the event series, Chic at the Shore, in the Somers Point, NJ, location every summer for years, publishing a magazine to highlight the events and the jewelry. In 2017, the marketing department bolstered the branding by sending out email blasts and launching a digital flip book, which lives on their website and allows consumers to browse at their convenience. “Our loyal consumers love the weekly events hosted all summer long,” says Cipa.

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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