To make an impact and reach the ideal customer base, it is essential to consider some crucial points when creating a marketing campaign. Sarojini Chatterjee speaks to Rajesh Ramaswamy, Co-Founder, The Script Room, who has worked on several Tanishq advertisements, to figure out what it takes to come out with a
successful ad campaign.
Jewellery has been an integral part of human evolution – in fact, it was used even in prehistoric times. When one sells jewellery, one is not just selling a piece of metal or a gemstone, but also a piece of history and an expression of personal and cultural identity. Jewellery represents selfconfidence and belonging, emotions which are passed down through generations as family heirlooms. Effective marketing of jewellery involves storytelling through various platforms, such as email, social media, paid advertising, organic content, and in-person marketing.
Marketing strategies for jewellery have undergone significant changes, and with the shift to online marketing, they have metamorphosed completely. Independent jewellers, who previously stuck to their traditional marketing techniques, are now venturing into digital marketing, or exploring new innovations in their traditional segments. To make an impact and reach the ideal customer base, it is essential to consider some crucial points when creating a marketing campaign.
Never lose sight of who your customer is. Form and shape are also as important as storytelling. So, sometimes you tend to get attracted to newer forms and newer ways of showcasing. And that, sometimes, comes in the way of emotion. And for India, jewellery is still a very emotional subject. It is most often gifted or passed down for generations RAJESH RAMASWAMY Co-Founder, The Script Room
1. DEFINE YOUR TARGET AUDIENCE
To effectively sell a product, it is crucial to know the target audience, including their life stage, age, gender, location, likes, and dislikes. Each department in the company should have extensive knowledge about the buyers so as to understand their preferences and tastes. Rajesh Ramaswamy, Co- Founder, The Script Room, who has worked on a number of Tanishq campaigns, says, “Never lose sight of who your customer is. Form and shape are also as important as storytelling. So, sometimes you tend to get attracted to newer forms and newer ways of showcasing. And that, sometimes, comes in the way of emotion. And for India, jewellery is still a very emotional subject. It is most often gifted or passed down for generations.”
2. DEVELOP A CLEAR MESSAGE
It is crucial to have a deep understanding of individual needs and preferences when marketing jewellery. Whether they are new mothers, soonto- be engaged couples, or retirees, it is important to make an emotional connection with each customer. One has to be genuine and transparent in order to connect with the customer. Ramaswamy says, “The most important thing for Tanishq is to identify the core emotion that needs to be explored. We basically start with a simple observation of life and that is what we then try to present in a manner that people can feel and connect with the brand.” Sharing the brand’s story and relatable experiences can help establish a stronger and more personal relationship with customers, which can lead to higher brand loyalty. Elaborating on the thought behind Tanishq’s ‘Celebrate Diwali To The Fullest’ campaign, featuring Swara Bhaskar and Amit Sial, Ramaswamy says, “The economy was coming out of recession and the mood was very low. So, people were not buying jewellery much. But, at the end of the day, it is a ritual for people to buy jewellery during Diwali. So, we wanted to rekindle that emotion. Whether there is a recession or not, the ritual cannot be stopped. We took very rational points and made it very conversational and it worked.”
3. CHOOSE THE RIGHT CHANNELS
A marketing medium is effective when it reaches the desired audience. Jewellery being a very emotional product, it requires appropriate storytelling, supported by correct mediums. Ramaswamy adds, “Apart from the technical aspect and duration, I don’t think there is a fundamental difference in any category. For an emotionled category like jewellery, I don’t think people think very differently for digital or television. “I think right now, everything is merging and audiences are consuming content on all platforms. The communication is the same for a mature category such as wedding jewellery, whether it goes on digital, TVC or print. The core emotion stays the same. I don’t think a digital-only campaign will be approached very differently. Probably, the edits and duration will change, but the overall storytelling will remain the same.”
4. CREATE HIGH QUALITY VISUAL CONTENT
In the realm of online business marketing, the visuals of designs serve as the most effective tools. The initial way in which a potential buyer notices a campaign is through great photos. When it comes to jewellery, capturing the intricate details that have been can be a challenge. If one is selling exclusively online, it is important to remember that potential customers cannot physically interact with the products. Therefore, clear and vibrant photos that showcase the quality of jewellery and artistic prowess are essential. These photos not only make the products look good, but also leave a lasting impression on the brand’s overall quality.
5. LEVERAGE SOCIAL MEDIA INFLUENCERS
The most effective way to promote a brand to potential consumers is through influential sources who can recommend it. Social media influencers, with a strong following, can help leverage the power of word-of-mouth marketing. In the jewellery sector, bloggers and lifestyle influencers provide a huge potential for marketers to tap into. As social media platforms’ algorithms are uncertain, influencer marketing is the best way to ensure that a product is seen. Another effective way to utilize influencer marketing is by gifting products to influencers and celebrities to wear at events.
6. HOST A GIVEAWAY
Giving away free products is a popular marketing strategy, as it involves only minimal expenses. Before launching a contest, determining the goals, such as increasing website traffic, gaining more social media followers, getting exposure on new platforms, generating sales, or building brand awareness, is important. Developing a launch plan, creating graphics for the giveaway, and allocating a budget for advertising are steps that need to be followed.
7. COLLABORATE WITH OTHER BRANDS
While influencer marketing holds significance, it is worth pondering over collaborating with other brands or media outlets. If the intended audience comprises individuals who are on the verge of getting engaged, it is advisable to join hands with brands that do not fall in the competitive category. This will not only help establish a brand, it will also expand the audience base.
8. Offer Limited Time Promotions
Special occasions, such as Valentine’s Day and Mother’s Day, are perfect opportunities to gift jewellery, and businesses can capitalize on these dates by offering limitedperiod freebies. These promotions can include small discounts, free gifts, or free delivery coupons, which are known to be effective in driving sales. To ensure success, promotions should begin several days before the special occasions and can be executed through various means such as email marketing campaigns, social media posts, and in-store posters.
9. PROVIDE EXCEPTIONAL CUSTOMER SERVICE
A significant purchase such as jewellery can be challenging for customers, as they are cautious about the quality of the pieces. To keep customers satisfied, it is important to offer exceptional customer service. This involves promptly answering customer queries and dealing with any problems in a transparent manner. Furthermore, ensuring excellent communication during the sales process and delivering an exceptional customer experience is crucial.
10. MEASURE RESULTS
To effectively market jewellery, it is important to track various metrics, such as actual sales, returning customers, and email traffic. The more information that can be tracked, the better a brand can tailor its marketing strategies. Although it may not be possible to obtain detailed statistical data, it is crucial to identify which metrics can be tracked and which marketing platforms should be utilized
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