If you build up the prestige & name recognition of your brand through marketing, you can command higher margins, which is a fancy way to say that you can charge more for your jewelry and earn higher profits.
What is the personality of your brand?
Make sure all of your marketing materials have the same personality. For instance, if you make very cute, crafty jewelry, you don’t want a website that looks boxy and corporate.
There are some basic marketing venues that every jewelry company should leverage whether they are Retail or Wholesale, large or small. Some of the least expensive are the most effective.
Human Bill Board: The least expensive, most obvious and extremely effective way to promote your jewelry is the one many of us neglect: Wear your own jewelry every single day! When women see jewelry they like, they immediately want to know where they can buy it.
Website: You MUST have a website, even if it is just one page with your logo, some beauty shots and contact information. However, building a nice website is a good investment, especially if you include an ecommerce module. Even if you do most of your sales at Craft Shows, you can continue your relationship with clients year round through your website.It is very expensive to acquire new customers. It is always cheaper to sell additional items to your existing customers than it is to get new ones. There are many companies that sell website packages that are reasonable to customize. I would hire someone to help with this. Remember, your home page should reflect your brand promise.
Alternately, you could set up an Etsy Site. This is a good option for Retail businesses because it has SEO advantages, meaning you will get better search engine results, and very low set up costs. However, you will be competing with people taking very small margins and you are limited to the Etsy format.
Newsletters: Start building your email list IMMEDIATELY! Gather names at events and on your website. Send out a newsletter at least once a month with news about your brand, products, peeks behind the scenes and special offers. Newsletters are useless if no one opens them or clicks through to your site. Great Photos will improve your click through rate. One large photo with about 100 words is a good rule of thumb.
Social Media: Just do it! You want to meet your current customers and potential new customers wherever they hang out. Ask yourself, “Who is my target market? “ Ask one of your customers what social media they use and sign up!
Print advertising: It’s Expensive! But it can be effective. Again, ask yourself, “Who is my target market? What do they read?”
Online advertising? Google PayPerClick: Its an easy way to sink $ quickly but you can jump start traffic to your website. Get help! Also, we have had good luck with Facebook Ads.
Let me know which marketing techniques work best for you! See you at STEP 6: Distribution