ColumnistsJul 05, 2022
Navigating the Headwinds: Is Your Business Ready?ColumnistsJul 12, 2022
The Smart Lab: 7 Steps for Building a Brand Advocacy Program
They include identifying people who genuinely like what you’re selling and creating easy-to-share content, Emmanuel Raheb writes.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
To grow your jewelry business, consider utilizing a powerful marketing method not too many jewelry retailers use—brand advocacy.
Similar to word-of-mouth, brand advocacy is a much higher level of promotion.
When you have a brand advocate, you create an evangelist for your jewelry store. They go above and beyond to share their experiences with you and actively tell others. Brand advocates can be your customers, suppliers, and even your own employees.
A simple example of brand advocacy is a jewelry company ready to launch a new summer collection.
They find Instagram influencers who are fashion experts and fit their demographic, establishing a relationship with them and providing free jewelry to style with their wardrobe. The influencer posts about it and now the new collection is in front of 300,000 potential buyers.
Brand advocacy can happen organically when you have an influencer who is already a fan, or it can happen over time through relationship building.
Here are some recent statistics that prove the value of brand advocacy.
• Word-of-mouth marketing drives 20-50 percent of all purchasing decisions, according to McKinsey & Company.
• Nielsen, a consumer tracking agency, stated that 83 percent of consumers completely or somewhat trust the recommendations of family and friends.
• A recent study by Bazaar Voice found that earned media (including press, referrals and word-of-mouth) drove four times the amount of brand lift when compared with paid media.
• Adweek magazine found that 91 percent of millennials would consider buying a product if a friend recommended it.
• Media Venue states that 48 percent of millennials say word-of-mouth marketing is so powerful it influences them more than television.
• According to Forbes, only 16 percent of millennials trust traditional advertising.
The numbers don’t lie; however you measure it, brand advocacy is a powerful way to influence consumers and grow jewelry sales.
Here’s a simple seven-step plan to build your own custom brand advocacy program for your jewelry business.
1. Uncover who your brand advocates are.
Brand advocacy can’t be left to chance. You have to uncover who your brand advocates are. Who’s posting about your jewelry store online? Who’s loyal to the styles you sell? Who engages on your social media posts? These are all clues as to who can become a brand advocate for your jewelry business.
2. Set measurable and attainable goals.
Having a clear and concise goal is key to succeeding with brand advocates. Do you want more likes, comments, or shares on your posts? More website or foot traffic? How will you measure the success of your brand advocates? Decide what’s most important to you.
Related stories will be right here …
Similar to word-of-mouth, brand advocacy is a much higher level of promotion.
When you have a brand advocate, you create an evangelist for your jewelry store. They go above and beyond to share their experiences with you and actively tell others. Brand advocates can be your customers, suppliers, and even your own employees.
A simple example of brand advocacy is a jewelry company ready to launch a new summer collection.
They find Instagram influencers who are fashion experts and fit their demographic, establishing a relationship with them and providing free jewelry to style with their wardrobe. The influencer posts about it and now the new collection is in front of 300,000 potential buyers.
Brand advocacy can happen organically when you have an influencer who is already a fan, or it can happen over time through relationship building.
Here are some recent statistics that prove the value of brand advocacy.
• Word-of-mouth marketing drives 20-50 percent of all purchasing decisions, according to McKinsey & Company.
• Nielsen, a consumer tracking agency, stated that 83 percent of consumers completely or somewhat trust the recommendations of family and friends.
• A recent study by Bazaar Voice found that earned media (including press, referrals and word-of-mouth) drove four times the amount of brand lift when compared with paid media.
• Adweek magazine found that 91 percent of millennials would consider buying a product if a friend recommended it.
• Media Venue states that 48 percent of millennials say word-of-mouth marketing is so powerful it influences them more than television.
• According to Forbes, only 16 percent of millennials trust traditional advertising.
The numbers don’t lie; however you measure it, brand advocacy is a powerful way to influence consumers and grow jewelry sales.
Here’s a simple seven-step plan to build your own custom brand advocacy program for your jewelry business.
1. Uncover who your brand advocates are.
Brand advocacy can’t be left to chance. You have to uncover who your brand advocates are. Who’s posting about your jewelry store online? Who’s loyal to the styles you sell? Who engages on your social media posts? These are all clues as to who can become a brand advocate for your jewelry business.
2. Set measurable and attainable goals.
Having a clear and concise goal is key to succeeding with brand advocates. Do you want more likes, comments, or shares on your posts? More website or foot traffic? How will you measure the success of your brand advocates? Decide what’s most important to you.
3. Make it easy to share your content.
To succeed, you need to make it as simple as possible for brand advocates to share your content. Always include share buttons on your website and place them prominently at the top and bottom of every page. You’ll also want to email content to your best brand advocates so they can easily share it with others.
4. Create sales promotions.
Special offers and discounts should be part of your brand advocacy strategy. You’ll want to include contests, reward points, or a referral program to incentivize brand advocates to support you and tell others. It helps get them excited.
5. Be authentic.
It’s important to always be real and approachable. Jewelry can be an expensive item, so no one wants to buy from someone they can’t trust. By remaining authentic to your true self, your real personality can shine through. Your brand advocates should share your same values.
6. Listen to feedback.
It’s important to listen to everyone you interact with, be it consumers, employees, or even jewelry suppliers. Everyone wants to be heard and know that their opinion matters. The best ideas can come from anywhere and anyone can grow into a brand advocate for your store.
7. Stay the course and be consistent.
When building a brand advocacy program for your jewelry store, it’s important to not give up. This is not something that happens overnight. The more time you invest in building relationships and growing your program, the more success you’ll see. Consistency over the long term will yield better results than a scatter-shot approach.
In summary, brand advocacy is one of the most powerful ways to grow your jewelry business. Word-of-mouth marketing builds your reputation and pays dividends over time.
Remember, the more advocates you have telling others about you, the easier it will be for you to sell your customers. Your best fans can become your greatest marketing asset.
It’s important to listen to everyone you interact with, be it consumers, employees, or even jewelry suppliers. Everyone wants to be heard and know that their opinion matters. The best ideas can come from anywhere and anyone can grow into a brand advocate for your store.
7. Stay the course and be consistent.
When building a brand advocacy program for your jewelry store, it’s important to not give up. This is not something that happens overnight. The more time you invest in building relationships and growing your program, the more success you’ll see. Consistency over the long term will yield better results than a scatter-shot approach.
In summary, brand advocacy is one of the most powerful ways to grow your jewelry business. Word-of-mouth marketing builds your reputation and pays dividends over time.
Remember, the more advocates you have telling others about you, the easier it will be for you to sell your customers. Your best fans can become your greatest marketing asset.
More on Columnists
The Latest
MajorsAug 26, 2024
Longtime Industry Sales Trainer Lenny Zell Dies at 97Said to be the first to write a jewelry sales manual for the industry, Zell is remembered for his zest for life.
WatchesAug 26, 2024
IWC Is Sending Its Watches to SpaceThe company outfitted the Polaris Dawn spaceflight crew with watches that will later be auctioned off to benefit St. Jude’s.
AuctionsAug 23, 2024
Abernethy Pearl Tops Estimates at Auction A buyer paid more than $100,000 for the gemstone known as “Little Willie,” setting a new auction record for a Scottish freshwater pearl.
Brought to you by
Watch: Natural Diamonds: A Great (but Often Untold) Geology StorySupplier Spotlight Sponsored by GIA.
CollectionsAug 23, 2024
Piece of the Week: Gumuchian’s Colorful ‘Spectrum’ NecklaceAnita Gumuchian created the 18-karat yellow gold necklace using 189 carats of colored gemstones she spent the last 40 years collecting.
Weekly QuizAug 23, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 22, 2024
2,492-Carat Diamond Recovered From Botswana Diamond MineThe giant gem came from Karowe, the same mine that yielded the 1,109-carat Lesedi La Rona and the 1,758-carat Sewelô diamond.
TrendsAug 22, 2024
Kaley Cuoco Has a Three-Stone Engagement Ring With a TwistThe three-stone ring was designed by Shahla Karimi Jewelry and represents Cuoco, her fiancé Tom Pelphrey, and their child.
Brought to you by
Watch: Forging the Next Generation of Skilled Bench Jewelers at GIASupplier Spotlight Sponsored by GIA
CollectionsAug 22, 2024
Greenwich St. Jewelers Collabs with TikTok Jewelry Content CreatorThe Manhattan jewelry store has partnered with Xarissa B. of Jewel Boxing on a necklace capsule collection.
TechnologyAug 21, 2024
Instagram’s Notes Feature Expands to Posts, ReelsActing as temporary virtual Post-it notes, Notes are designed to help strengthen mutual connections, not reach new audiences.
TrendsAug 21, 2024
Carol Woolton To Release New BookThe jewelry historian discusses the history and cultural significance of jewelry throughout time and across the globe.
TrendsAug 21, 2024
Amanda’s Style File: Shimmy and ShakeFrom fringe and tassels to pieces that give the illusion they are in motion, jewelry with movement is trending.
IndependentsAug 20, 2024
Mixed-Media Jewelry Artist Jan Yager Dies at 72The designer and maker found community around her Philadelphia studio and creative inspiration on the sidewalks below it.
IndependentsAug 20, 2024
Pat Henneberry Releases MemoirThe industry consultant’s new book focuses on what she learned as an athlete recovering from a broken back.
Events & AwardsAug 20, 2024
The Ethical Gem Fair Is Going to CaliforniaThe fair will take place on the West Coast for the first time, hosted by Altana Fine Jewelry in Oakland, California.
MajorsAug 20, 2024
Kathy Hillelson Joins Board of WJA Foundation Hillelson is a second-generation diamantaire and CEO of Owl Financial Group.
Events & AwardsAug 19, 2024
Nominations Are Open for the 2025 Gem AwardsSubmissions in the categories of Jewelry Design, Media Excellence, and Retail Excellence will be accepted through this Friday, Aug. 23.
AuctionsAug 19, 2024
Scotland’s Famed Abernethy Pearl Is Up for Sale Known as “Little Willie,” it’s the largest freshwater pearl found in recent history in Scotland and is notable for its shape and color.
IndependentsAug 19, 2024
Kentucky Jeweler Closing After 89 YearsClements Jewelers in Madisonville cited competition from larger retailers and online sellers as the driving factor.
SourcingAug 19, 2024
A&C Gem Trading Corp. Relocates, Opens Wholesale ShowroomThe gemstone company is moving to the Ross Metal Exchange in New York City’s Diamond District.
CrimeAug 16, 2024
Jewels Stolen During Green Vault Heist Back on DisplayMost of the 18th century royal jewelry taken from the Green Vault Museum in Dresden, Germany, in 2019 went back on display this week.
IndependentsAug 16, 2024
Louis Anthony Jewelers Announces First Resort StoreThe Pittsburgh jeweler has opened a store in the nearby Nemacolin resort.
CollectionsAug 16, 2024
Piece of the Week: Jonne Amaya’s ‘Cat Claw’ NecklaceWith a 40-carat cabochon emerald, this necklace is as powerful and elegant as a cat.
Events & AwardsAug 16, 2024
IJO Names Jewel-Craft as VIP Vendor of the YearThe Erlanger, Kentucky-based company was recognized for its reliability when it comes to repairs and fast turnaround times.
SourcingAug 15, 2024
Greenland Ruby Is Up For SaleUnable to pay its debts, the ruby and sapphire miner is looking to restructure and become a “competitive and attractive” company.
TrendsAug 15, 2024
Paola De Luca to Debut Trendbook 2026+ at VicenzaoroThe trend forecaster’s latest guide has intel on upcoming trends in the jewelry market.
Events & AwardsAug 15, 2024
Heather Ingraham Awarded WJA Helene Fortunoff Scholarship Ingraham said she’ll use the scholarship funds to attend the Women’s Leadership Program at the Yale School of Management.
