6 Types of Event Marketing for Jewelry Brands

Engagement marketing, also known as “experiential marketing” or “event marketing”, can directly engage consumers with a jewelry brand and its products. The importance of engagement marketing today is hard to deny. According to the recent study conducted by Event Track, “70% of users become regular customers after an experiential marketing event”.

Are you wondering what engagement marketing can look like for a jewelry brand? Here’s one example on a grand scale: in 2017, jewelry brand Damiani hosted an influencer event to celebrate the beginning of their exhibition “A Century Of Excellence And Passion”, which took place at the Palazzo Reale in Milan. They invited Instagram influencers like Eleonora Carisi, Paolo Stella, and Candela to dinner, where the women wore Damiani jewels and posted about the event using hashtags like #PalazzoRealeDreamsDamiani and #PalazzoRealeDreamsD.

Why host such an elaborate event? It allows consumers see the jewelry in action, worn in a setting where the brand intends its jewelry to be worn. In this case, Damiani sells luxury jewelry, so the goal was to create an atmosphere of aspiration.

Can’t afford to host an event of this caliber? Don’t worry: you can still leverage engagement marketing for your jewelry brand. In this blog post, we share six types of events you can consider hosting:

Trunk Show or Pop Up
For most jewelry brands without a brick-and-mortar retail space, engagement marketing means a trunk show or pop-up sale. While a trunk show is a sales event that typically takes place in a retail boutique, a pop-up sale can happen anywhere but typically takes place in a space that’s been rented for a short period of time. You may be surprised to learn that you can search for pop-up space via websites like Storefront and Popmark.

Styling Event
I was originally inspired to write this blog post after I saw this great editorial from JCK – the headline “Tired of Trunk Shows?” caught my attention. While trunk shows can be very profitable for many brands, some aren’t seeing the returns they’d like. Instead, try a styling event, which will require your jewelry brand to partner with a fashion brand and perhaps fashion stylist, hair stylist, and/or a makeup designer. When a customer can see herself incorporating a piece of jewelry into her story, she’ll be more likely to buy it. By giving her all the pieces of the complete story, you help her facilitate the process.

Influencer Event
Just because your influencer event isn’t as elaborate as the one hosted by Damiani doesn’t mean it can’t be successful and draw attention to your brand. If you cater to a local audience, consider inviting a few local influencers to your jewelry studio or retail space for a reasonably-priced catered meal and let them try on some of your favorite pieces. During the event, take photos and share them on your social media platforms, on your blog, and in your email marketing. Send the influencers home with bottles of wine and a small token of your appreciation. You can even do a virtual influencer event with a personalized hashtag.

Workshop or Class
Do your customers tend to appreciate your jewelry more once they understand how it’s made? Consider offering a master class to show your customers how you create your product. You can even let them try their hand at a very basic version of something you’ve designed to take home for themselves. Once they understand how much work and talent it takes to produce your pieces, they’ll want to buy the pieces to fill their collection rather than try to recreate the pieces on their own.

VIP Experience
Your most devoted customers want to feel valued, and they’d love to feel like they’re part of a tribe that revolves around your brand. Since they know your brand better than anyone else, why not invite them to contribute feedback and then pamper them in return? You can consider hosting an in-person or virtual roundtable, where your VIPs get a behind-the-scenes sneak peek at works in progress. In addition, you can ask them what they’d like to see in future products. Reward them with an extra-special discount or a small token of appreciation.

Contest or Award
Did you know that contests can be a form of engagement marketing? Giving something away is just a small component of a successful contest. You’ll want to encourage customers to do something for you – like signing up for your email marketing list, sharing your content on their social media channels, contributing their ideas and feedback, using designated hashtags, or inviting friends to check out products. You can also consider giving out an award to a customer who shares the best social media photo or writes the most helpful product review on your website.

Would you like to find out how your jewelry brand can customize one or more of these engagement marketing tactics for your own individual needs and budget? Contact us today for more details.

Would Your Jewelry Brand Benefit from Influencer Marketing?

More clients have been inquiring about influencer marketing lately, and I don’t blame them. If you read any popular digital marketing advice, you’ll hear about the “magic” of influencers – get your jewelry on just the right celebrity or style blogger, and you’ll “make it” in the marketplace.

For example, in last week’s blog post I wrote about new trends in social media engagement and how brands like Adina’s Jewels are finding success with getting their jewelry on the celebrities, models, and fashion bloggers “du jour”. Surely any jewelry brand can do the same, right?

The realities of influencer marketing are a little more complicated. Some challenges include uninterested influencers who receive bags of free jewelry every day, paid/fake followers and likes, uncertainty about influencer reach, lack of control over how the product is being presented, a dearth of effective methods for measuring ROI, etc.

While I’m not completely against influencer marketing, I think it works best for jewelry brands at a very specific stage in their marketing journey and that meet certain other requirements. In this blog post, I share some of the ways you can tell whether or not influencer marketing is right for you:

Influencer marketing may be right for you if you see it as a stepping stone, not a permanent marketing fix. If you’re convinced that influencer marketing will open the flood gates to new customers, your expectations are too high. Given the very limited reach of today’s Instagram and Facebook users and the abundance of content, it’s unlikely that one or two posts will start a revolution. The best you can hope for is to plant the seed of brand recognition and pique the curiosity of a few customers.

Influencer marketing may be right for you if your jewelry brand is currently focused more on building brand awareness than pushing conversions. Today’s jewelry consumers have many options. If you think that featuring your jewelry on an influencer will boost sales in one day, you will be sorely disappointed. Sharing a special coupon code or incentive along with the influencer content may earn you a few sales, but you’d be better off capturing those customers’ email addresses for an email marketing campaign that leads them through the buyer’s journey with the goal of creating a long-term relationship.

Influencer marketing may be right for you if you can afford to give away jewelry – and cash. The influencers with the most reach make a living from their social media presence, so they ask for money and free product in exchange for their posts. According to recent reports, the average Instagram influencer fee is $1,000 per 100,000 followers. In this day and age, it’s difficult to know whether or not those 100,000 followers are even engaged or real. Numbers are just that: numbers.

Influencer marketing may be right for you if you target a very niche audience of jewelry customers. My belief is that influencer marketing works best if your jewelry brand targets a very niche audience, preferably a customer who has a hobby or interest in addition to jewelry. For example, if your most popular jewelry item is a cupcake pendant necklace, you may have some success targeting an influencer like @JoyTheBaker, who’s known for her baking posts but occasionally shares some stylish lifestyle shots like this one. Think outside the celebrity and fashion blogger boxes.

Influencer marketing may be right for you if your jewelry branding strategy is in place. If you’ve never taken steps like performing a Competitive Analysis, creating Customer Personas, or developing a Look/Tone/Feel for your brand, then you definitely should not be moving forward with an influencer marketing strategy. First, you must have the branding and marketing foundations in place.

Influencer marketing may be right for you if you have the patience and time to wait for results. Some of the most effective influencer marketing strategies involve long-term partnerships, where the influencer becomes more of a brand ambassador. That means, the influencer must be a genuine champion for the jewelry brand, and he/she must communicate enthusiasm over time.

Even if you think you meet all of these qualifications with your jewelry brand, I won’t move forward with an influencer marketing strategy if the jewelry designer or retailer has any illusions about what influencer marketing will offer them.

Above all, realistic expectations are most important, but at the very least, influencer marketing can provide a brand with helpful feedback about customers and insights about how to move forward in a marketing strategy.

Did this post make you change your mind about influencer marketing? Please add your thoughts in the comments.