JCK Vegas 2024 Recap - and How to Do a Mid-Year Jewelry Marketing Reset

Laryssa Wirstiuk 0:00
Ready to break free from algorithms, vanity PR, and money-sucking ads? My name’s Laryssa Wirstiuk, and I’ve learned in 8 years of jewelry marketing that content is the crown jewel. My agency Joy Joya takes a holistic approach, leading with laser-focused storytelling, impactful content creation, and strategic content distribution. This method has worked for the solopreneur as well as the multi-million-dollar company, and now I’m sharing these systems and tactics with you. Here’s to standing out in the Sea of Sparkle.

Welcome to Episode #292. In today’s episode, I want to cover a few different topics. First, I want to announce a very special opportunity that I’m opening up to emerging jewelry brands everywhere. If you’ve been intrigued by Joy Joya’s grants in the past, you MUST check out this one. I also want to give a recap of my experience at JCK Las Vegas this year. It was one of my favorite times at JCK yet, and I’m so impressed with the events team and all their amazing efforts. Lastly, I want to share some tips about how you can facilitate a mid-year course correction for your marketing if you feel like you’ve gone off track. June is a time when we feel like we need a break, especially if you’re coming back from the trade show. But at the same time, it’s also a great opportunity to start planning for the holidays and get ahead of the busy season that’s coming before we know it. You’ll want to hear my tips for regaining your business equilibrium. In the Gold Mine, I share some things about JCK that inspired me and that I want to pass along to you to hopefully give you some ideas to spark your mid-year reset and go into the second half of 2024 with innovation in mind.

But before we get to the solid gold, I’d like to take a moment to remind you that this podcast has both audio and video – so you can either listen on your favorite podcast platform or watch on YouTube by searching “Joy Joya”. You can support the podcast for free by taking the time not only to subscribe but also to leave a rating and review on Apple Podcasts. Also, if you didn’t know, I co-host another podcast called “Success With Jewelry” with my friend Liz Kantner, who’s also a jewelry marketer and the founder of the Stay Gold Collective. We have a free version of the podcast, available everywhere you listen to podcasts and on YouTube as well as a membership community with extended episodes and additional resources. I invite you to check it out if you’re hungry for more content!

I’ve got big news! For the third time, Joy Joya is opening an incubator grant, and it is officially live and waiting for your applications! We’re doing things a little different this time around. Visit https://jewelrybrandincubator.com to apply and get ALL the details. We’re giving away six months (August 1-January 31) of FREE full-service digital marketing support, valued at $3,000 per month ($18,000 total value), to one emerging jewelry brand. Last time I offered this about a year ago, we had pretty strict requirements to enter, and I got a lot of feedback about how that felt limiting. You asked, and I listened! We’re taking off the requirements: you only need to be an active jewelry business with an ecommerce presence to enter. Highlights include: Access to Laryssa and your dedicated Client Account Manager at your fingertips 6-month content calendar tailored to your brand 3 audits Comprehensive email marketing management Blog post writing and publishing Success roadmap for ecommerce, email, and social, and much more Additionally, NEW this year we’re offering the following for five finalists: six months free of the mid-tier membership to JoyDeck ($3,600 value). JoyDeck is an all-in-one marketing support platform that provides accountability and direction, a personalized plan, confidence and assurance, real-time progress monitoring, accessible marketing expertise, and more. Highlights include: Access to Laryssa and your dedicated Client Account Manager at your fingertips 6-month content calendar tailored to your brand 3 audits Use our customizable email templates Success roadmap for ecommerce, email, and social, and much more And ALSO all entrants, yes ALL entrants, will receive three free months of an entry-level membership to JoyDeck ($300 value). Entry-level JoyDeck focuses on accountability and support for your marketing. If you’re on the brink of something big but need guidance to take that leap, you’ve come to the right place. This roadmap is reserved for the bold, the dreamers, and those hungry for growth. Highlights include: Jewelry-specific content calendar Flex social media marketing ideas Access to our extensive resource library and email marketing templates Collaborative marketing challenges Weekly brand storytelling prompts …and much more! Why are we doing this for free? The recipient of this grant will share their business and marketing journey with Joy Joya Podcast listeners and host Laryssa Wirstiuk. We’ll spotlight you as our best case study yet. Also, we love giving back to the industry, and we’ve had a lot of success with the past two grant programs we’ve run. As I mentioned, the only requirements are that you have an active jewelry business with an e-commerce presence. If you’re already a Joy Joya podcast fan and feel aligned with Laryssa’s approach to marketing, that’s a bonus! Again, visit https://jewelrybrandincubator.com to apply and get ALL the details. Applications close Friday, July 12th at 11:59 PM PT.

Okay, let’s get into today’s episode, my Sparklers! JCK Recap I honestly think this JCK was one of the most fun and invigorating I’ve experienced. It’s so amazing to actually be in person with so many people from the industry and feel the amazing energy that emanates from the jewelry space. There were just a few things that stood out to me that I want to share with you: One of the talks I gave was about integrating offline and online experiences, and I have to say that the JCK event itself was the most shining example of that integration! More than ever before, they really implemented ways to really bring the in-person experience to people who weren’t able to attend as well as create content to reach the industry globally, hopefully encouraging more people to attend in the future. They put a heavy emphasis on elevating the influencers. They really treated influencers like they were royalty, calling them out on social media, making them an official part of the press, giving them opportunities to share their personalities and jewelry style picks. I like how they used the influencers as ambassadors to connect the in-person experience with the online world. Activations – wow they really put a lot of thought and effort into activations this year, which are little events or kind of light delightful surprises throughout the show. They had an Elvis impersonator, a puppy playground, fun backdrops to take selfies, a photobooth, and more. Again, the focus here was to encourage attendees to share online. Stuller also had an activation to show off their new laser engraving technology.

Tech and Essentials – I overheard from my friend Jilienne who was at the Unbridled AI booth at the Tech & Essentials section of JCK has grown. It really goes to show you that more technology solutions have entered the market to service jewelry businesses, and I think jewelry brands need to at least be aware of the changing technologies and emerging solutions, many of which incorporate AI, to give them a leg up in the industry.

Education – I don’t think JCK is just a trade show where people come to buy and sell. I think it’s also a place for people to educate themselves on the rapidly-evolving industry. JCK invested so much time and energy into planning and executing all the talks and panels this year, and it showed. The attendance for all the talks was also amazing, showing interest that people at the trade show are hungry for knowledge. I love to see it! I can really see JCK evolving into the forefront of education for the industry as well. Anyway, when I go, I wear a press badge, and in some past years, I did get a weird attitude from some vendors like they immediately dismissed the press badge because they were only interested in speaking to buyers. But this year there seemed to be a different vibe. People were excited to see I was a member of the press and to talk to me and tell me the stories of their brands. I think the openness to share the story is so important, even if it’s not resulting in a direct transaction right then and there. Something about this year just felt more open in general, I can’t put my finger on it. But overall, great success!

Mid-Year Course Correction So do you feel like you’ve fallen behind? Often, we start the year with a bang, motivated and excited for all the things we’re going to accomplish. And then – life gets in the way. Here are my 5 tips for giving your brand that mid-year course correction you need. Set up a non-negotiable goal check-in meeting with yourself once a week. I want you to actually put this on your calendar. And at your first meeting, you’re going to revisit the goals you set for yourself at the beginning of the year and track your progress on each one. What can be done at this point to get you back on track? Where are you excelling, and where do you need some extra help? Refocus on Target Audience: Re-evaluate your target audience. Make sure your campaigns are still aligned with their preferences and behaviors. Use insights from social media analytics and customer feedback to refine your audience personas. Update Your Content Calendar: Create or update your content calendar for the remaining months of the year. Include upcoming holidays, seasonal trends, and new collection launches. Having a clear plan will keep your marketing efforts organized and consistent. Revamp Your Website: Ensure your website is up-to-date with high-quality images, detailed product descriptions, and an easy-to-navigate layout. Optimize for mobile users and improve load times to enhance user experience. It’s way better to do this now than when you’re ramping up to the holiday season. Speaking of Holiday, Plan for the Holidays: Start planning your holiday marketing campaigns early. Develop holiday-specific collections, create gift guides, and prepare your marketing materials in advance. Early preparation ensures you’re ready to capitalize on the holiday shopping season. So how are you feeling this June? Are you burned out? Are you ready to get back on track? Let me know in a comment on YouTube or DM me on Instagram. I’d love to chat about it!

Okay, let’s get into the GOLD MINE. Welcome to another edition of THE GOLD MINE – a segment where I get personal and share insights on entrepreneurship, mindset, success, growth, and all things business. THE GOLD MINE allows me to share topics and insights close to my heart. In this week’s GOLD MINE, I want to share a conversation I had at JCK. I had the chance to attend the Levian press preview and chat with Megan, who works for the sales team and also hosts live shows on Levian’s Instagram page. We discussed several topics that really inspired me. First, Megan told me that Levian VIPs get invited to the VIP Vegas experience every year, allowing top spenders to see unreleased items and attend the annual fashion show. Imagine being a huge fan of a brand you love and spend a lot on, like your favorite chocolate or wine, and getting invited to a VIP experience at their factory or headquarters. Wouldn’t you feel valued, spread the news with your friends, and feel inclined to spend even more? I loved this idea and want to encourage you to find ways to pamper and reward your best customers annually. It doesn’t have to be a fashion show because you don’t want to be copycatting Levian of course, but consider what you could do instead. Make it a priority in your mid-year reset. Next, Megan mentioned more about the fashion show. Some in the industry looked at Levian oddly for having the fashion show because it’s out of the box. They approach it from the fashion industry perspective, setting color and other trends, and doing something different. This year, the show got immense press and social media coverage, dominating my feeds on Instagram and even LinkedIn. They hired TikTok and Instagram influencer @jewelswithjules as the red carpet host, who livestreamed it to her audience. Imagine the reach of an event like this, especially when consistently committed to year after year. It has become one of their signature marketing activities, garnering significant coverage. In your mid-year marketing reset, think about what you can implement that may seem a bit kooky and risky but feels authentic to your brand. Consider something you can commit to that will help you stand out in the marketplace, even if other jewelry businesses don’t understand it. Meditate on this and try to come up with an answer. Anyway, I’m excited to see what you come up with! Let me know in an Instagram DM or YouTube comment. I’d love to hear your thoughts!

Did you have any questions about today’s episode? You can always email me Laryssa at laryssa@joyjoya.com. If you loved this podcast, please share it with a friend who’d appreciate it. And don’t forget to subscribe as well as leave a review on Apple Podcasts. If you’re completely new to digital marketing, then you’ll want to purchase and read a copy of my book JEWELRY MARKETING JOY. Visit joyjoya.com/book for more information.

Transcribed by https://otter.ai