What’s “Marketing Myopia” and How Can It Affect Your Jewelry Brand?

Have you ever heard of a term called “marketing myopia“? You may have seen the word “myopia,” which is a fancy way to say nearsightedness. In relation to marketing, myopia means a brand has lost sight of the big picture and is focusing too closely on small details that only relate to short-term outcomes.

When a jewelry brand’s design and marketing teams are in the throes of product development and promotion, they often become laser focused on making sure a product is just right and that the corresponding marketing is attractive and appealing.

Let’s look at a more specific example. Imagine a jewelry brand’s marketing team has become obsessed with growing the brand’s Instagram presence because Instagram converts. They focus heavily on getting “likes” and feel discouraged when a post doesn’t attract as much activity.

Meanwhile, the brand hasn’t invested time, attention, and money into customer service, product innovation, content marketing, and real relationship building.

Now, there’s nothing inherently wrong with focusing on Instagram, especially if customers are finding the brand through Instagram and actually buying products they see in posts. However, this approach is limiting for two reasons.

  1. When product development and marketing is the sole focus, a brand may lose sight of its overall mission. In addition, they forget what the customers really want, which is often more than a pretty picture they can “like”.
  2. Focusing all time, budget, and attention on Instagram strategy is short sighted, especially for a jewelry brand that hopes to remain relevant many years from now. Who’s to say that Instagram will still be popular in 5-10 years?

So how exactly can you avoid marketing myopia? First, you need to fully understand what you stand for as a brand and know what sets you apart in the marketplace. Then, you must never lose sight of your core value proposition and constantly consider how you can communicate it to your customers, whether your brand is 5 years old or 50 years old.

Studying heritage jewelry brands can help you better understand this concept. A brand like Tiffany & Co. has been around since the 1800s. It’s true they’ve pushed the boundaries with some of their collections over the years – appealing to new customers and evolving with the fashion trends. However, they’ve never lost sight of the fact that they make jewelry that people love to receive as gifts. They’ve kept their iconic blue packaging and the personalized shopping experience sacred.

Have you ever experienced marketing myopia? How do you pull your brand out of this state and reconnect with your customers on a more personal level that will stand the test of time?

How to Market Your Jewelry to Qualified Customers

Especially at the beginning of their journey, many jewelry designers and stores are so excited to share their products with the world that they fail to identify their “dream” customer.

You’re probably thinking: but wouldn’t choosing a dream customer and only marketing to him/her limit my sales? Identifying your ideal customer has a number of advantages:

  • You can target your marketing in a specific way and, as a result, tailor your brand’s message.
  • Your rate of interactions with fun, enthusiastic, and excited customers will be much higher.
  • The “ideal” customers you attract will be much more likely to become brand evangelists and tell others about your brand.
  • Focusing on attracting your ideal customer will lead to a higher rate of conversion, and you’ll waste less time with fantasy shoppers who aren’t serious about buying from you.
  • Your jewelry will become synonymous with a certain group of people and will be more identifiable in the marketplace.

Look at it this way: you wouldn’t spend years in medical school to become a doctor simply to graduate with a medical degree and announce to everyone, “Hey, everyone, I’m a doctor now!” With that approach, you’d be hard pressed to find new patients. On the other hand, if you specialize in dermatology, patients with a specific need for skin care will look for you.

Now, perhaps it’s time for me to be more specific.

Choosing your ideal customer is one thing. But if your target market is high-school girls who don’t have any disposable income, and you’re selling jewelry outside of their price point, you might want to change “ideal” customer to “qualified” customer. Who would you love to service who can actually afford your products?

When I first started working as a sales associate for the largest jewelry retailer in the country, I used to get annoyed when the store manager (and our monthly quotas) required us to push credit on our customers. After a few months with the company and, in hindsight, I can see why qualifying the customer as soon as you possibly can is the ultimate sales/marketing strategy.

If you know what the customer can comfortably afford and how he/she can afford it, then you can help them find the perfect piece of jewelry and really sell it to your customer in a genuine, thoughtful way. If not, the customer will not likely approach you with a budget strapped to his/her forehead. Online, the budget guessing game is even more of an issue.

If you don’t offer credit or don’t have a way to financially qualify your customers, you need to tell your brand’s story in such a way that hints at your price points, even if the customer never sees your prices.

Not only do you need to speak in your ideal customer’s language and use imagery that appeals to your ideal customer, but you also need to communicate a message that the customer’s wallet will understand. Think of some of your favorite jewelry brands and their price points – in what ways do they hint at affordability or luxury?

In what ways can you better tailor your brand’s message to not only pre-qualify your customers but also attract better customers?

Featured photo by Sarah Reid