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How Can I Add Value For Buying Jewelry Through Ads
Posted By: shouq.s on 10/14/2006 2:32 AM (CST) 125 Points
I'm a well known with a respected reputation jewelry retailer in the middle east since 1957 but need to distinguish my self as luxury jewelry retail from other competitors but I can't find the way to ad special value for my existing customers and potential customers that will stick in their mind and increase their trust in me as jewelry retailer specially that the competition is so high and we have here real brand names like cartier, chopard and im seeking their images, what do u advice me to do ?

Posted by: Levon Member Response
10/14/2006 4:22 AM (CST)
I am a bit un-clear where you are positioned in the market. Is your store an official carrier of Cartier or Chopard?
 
Posted by: shouq.s Author Response
10/14/2006 4:28 AM (CST)
No I am a different jewelry shop but I'm looking to have the image of Cartier and to be perceived by customers as one of the most luxurious jewelry retailers in the country, I al ready have 6 shops one of them for Gold whole sale and the other for diamond and gold retails, I work there as a marketing manager.
 
Posted by: Levon Member Response
10/14/2006 4:56 AM (CST)
Well the gold wholesale store – at least in my opinion could not be the most luxurious jeweller in your country -- mainly because luxury is associated with prestige, location, and premium pricing. Wholesaling on the other hand is more of the sale of goods in large quantities, in most instances for resale by a retailer.

You could position the store as a premium product intended for sale to retailers, but is open to the public. This age old marketing trick has been utilised in America for many years but I feel the old trick is wearing off here because the market is mature and the public is on to this angle.
 
Posted by: shouq.s Author Response
10/14/2006 5:05 AM (CST)
our whole sale store has a different management and owners, the owners are 5 brothers 2 of them looking for prestigious image and 3 of them working in the whole sale , all branches under the same name but the branches I work for are located in prestigious locations and sell in expensive prices , some of the customers do perceive us as a very luxury shops and some just cant forget that we did started as gold wholesaler, as im saying we are in the industry since 1975 as gold seller , but in the last 10 years we started to sell diamond and only advertised for diamond & very expensive pieces , but I need to send something to the public by advertising so I can convince them im different the quality I sell is the best (this is a fact), by the way im launching a new adverting campaign, which will hold the slogan *(classic remains fashion) because most of the styles I produce are classic and im old in the market but im updated and fashionable, what do u advice and comment !!
 
Posted by: jeremy Member Response
10/14/2006 6:35 AM (CST)
Perhaps you could give a free gift with purchase - I think something like a logo branded jewellery box, or something related to your core product, that will remind them of your company months, or even years on.

Here's an article on Gift with Purchase programmes you might be interested in reading:

Gift with Purchase – Trade Loaders – Incentive Programs

Good luck!

Jeremy
 
Posted by: W.M.M.A. Accepted Answer
10/14/2006 9:48 AM (CST)
An age-old issue.
Reputation is gained through years of hard work. And, regardless of prestige and wealth of the brothers/owners, they, just as you, must be out amongst your customers, gaining visibility.

Visibility is created through the development of relationships with your clients and your community. If you are just "open for business" it means nothing. If you are participating in the advancement of your community, that means something.

The image is that people in your industry are very wealthy, just sit back and make the money. But, if I may provide an example of a jeweler in my community who, with one store has cornered the market on fine jewelry...Irv Marks (I.W. Marks) is a man who, in the Houston, Texas community has a reputation for caring for his community. Yes, he advertises the same brands as you, and all fine jewelers. But, there is a differentiator that has brought him wealth and success, as well as the admiration of the entire community.

That differentiator is that he contributes hundreds of thousands of dollars each year, to many of the charitable organizations in S. E. Texas, and the United States. He has given away millions. He has not done this blatantly, but quietly. He purchases a table or two at charitable events. He buys auction items, many of which he gives back to the charity or to friends.

He shuns the loud publicity many seek through their participation in charitable giving. Yet, everyone in the community knows that he is there, and they flock to his store. He now has two or three locations, but for decades, just one store in Bellaire, Texas.

So, you see...Visibility is more than advertising and what is considered standard marketing. Visibility is quietly supporting your community for the betterment of all. Those who are your clients will notice.

The best of all to you.
If we can do anything to help, just ask.

Randall
WMMA
 
Posted by: Brand Grrl Accepted Answer
10/14/2006 2:28 PM (CST)
Speaking directly to your question about advertising as a way to communicate luxury.... (and not addressing the perhaps more important issues related to providing a luxurious buying experience through the product packaging, store location and decor, etc. as well as making an effort to connect with the luxury consumer by becoming part of their social milieu as Randall references above)...

Much of the luxuriousness attributed to a consumer brand comes via luxurious, elegant design. Look at the brands you mention and make sure everything you present communicates that same sense of exclusivity, class, etc. Most luxury fashion-related brands are very spare in their presentation. Think of the logos of Tiffany, Gucci, Prada, Hermes, etc. And think of the colors associated with them. Use sophisticated colors, showcase the product with painstaking care to create desire, don't price items in the ads unless the prices are shockingly high, etc. You might want to avoid stating that these are luxury, quality items-- communicate that by the way they are presented. Show me, don't tell me. Most wealthy people don't run around saying, "Look at me, I'm rich!" They communicate that through the way they present themselves.

Also, your media placement choices will communicate a lot about the position you want your brand to occupy. Forgive me for stating the obvious, but you want to choose media channels that are aimed at a wealthy audience. Not only the high end magazines, but also things like the opera, symphony and "it" charity gala programs (donating an amazing piece to a swanky fundraising auction is also a time-tested luxury marketing tool).

You might also consider branding the retail and wholesale separately, much as designers have high end ready-to-wear as well as bridge lines (Marc Jacobs and Marc by Marc Jacobs, or Donna Karan and DKNY, for example).

Just a few thoughts to get things moving for you.
 
Posted by: Peter Hobday Member Response
10/14/2006 3:41 PM (CST)
shouq Salameh - go for a particular market. Weddings for example. In that market you need to advertise in the relevant media (in our country, magazines) to pick up interest.

You will need a professional agency to create an image. Remember - the slogan 'Diamonds Are Forever' was not a quick campaign! Ian Fleming wrote the book years before the ads came out.

For example, your agency could try a picture of a bride on her wedding day, with a close-up of her diamond and gold ring. A full page colour advertisement would catch interest with a slogan such as 'Diamonds and Gold: Only the best lasts forever'.

And don't worry! Almost every bride will want the best!

Let me see the finished artwork!

Best wishes

Peter Hobday
 
Posted by: kannanveeraiah Member Response
10/15/2006 8:30 AM (CST)
Dear Shouq Salameh,

What I understand is that the family is having 6 shops (dealing in jewels ) at various locations in the country. One (or more ?) of the shops is for wholesale in gold jewels. Others are retail shops for diamond & gold jewels. The shop that you work for is dealing in expensive, prestigious diamond & gold jewels. All the shops are named the same. Now, your questions is how can you get the image of Cartier or other such brands as you perceive that you are as good as or better than Cartier, Chopard...

With nearly 5 decades of dealings in jewels you have created an image about your business (jewel shops). The image usually in such a long business is built up through your quality, price, variety, design, honesty, customer relations etc. You have to review and assess yourself on every aspect of your image by seeking feedback from your present customers. This could be done through a formal survey by asking your customer’s to fill up a simple questionnaire. List out these attributes (aspects) of the image. Also ask them to rate you in comparison to these particular brands (Cartier…) on “Design”, “Variety”, “Price”, “Quality”, “Customer Relation” etc. Also, get the profile of these customers. What is their age, profession, income range, hobbies etc.

Do you feel you are comparable to those brands? If yes on product related attributes but no on customer profile, then, it is the question of positioning.

You have mentioned that your particular shop is located at a prestigious location and priced high. Does all these qualify you to be rated at par with other premium brands ? May be, truly speaking, with such a superiority or parity in quality, variety, designing, pricing etc. But, the difference is in marketing. The target is high end - prestigious, status & distinction seeking- customers. Your marketing strategy should be woven around this target audience. The advertisements, displays, localities and associations and everything will be luxurious. Who are the models who sport these jewels ? Obviously, the highly rated celebrities.

Anyhow, don’t carry on the image of “Cartier” or anybody if you are not dealing in them. Create your own brand and build on it. But, as of today, if you don’t have such resources to take on these brands and if you feel comfortable with the niche you are operating on , continue to concentrate on building and strengthening the brand for this niche itself. May be, you need to engage a specialist / expert agency for building/ strengthening the brand.

Best Wishes,

kannan
 
Posted by: Tiago Member Response
10/16/2006 9:04 AM (CST)
Luxury image is built based on PR and not only on Advertising.

Have you ever think about builing a big fashion event? Like a jewelry catwalk, inviting high standard clients, media and VIP's?

In my point of view, an event can reaaly help you building the luxury and exclusivity universe you want. Take care of all details. Luxury is all about that. If you decide to build the event, the luxury you needs to be everywhere: from the invitation, to the venue, to the invited, to media kits and press releases, etc...

Hire a good PR agency and everything will be easier.

This is what I think.
Hope it helps,
Tiago
 
Posted by: shouq.s Author Response
10/17/2006 3:30 AM (CST)
Thank you all for your valuable responses, but can you please advice which you find it much attractive slogan,

Diamond love classic, or Fashion love classic
I'm emphasizing on the classic because we produce classic products and not very modern classic, and because all the fashion is now representing the old/ classic fashion with some adjustment ....
So do you think it will attract customers and explain why we love classic and why they look for our classic models ???
 
Posted by: W.M.M.A. Member Response
10/17/2006 6:07 AM (CST)
Frankly, I do not like nor would I recommend any of them. They do not state the eloquence you are seeking. They sound like "Baby Speak" and do not represent the message you want.

Way too juvenile.

As to why customers look, that is an internal marketing message, not an external one. If you have figured out why they look, use that to your strength.

The timeless elegance of a fine cut and mounted diamond makes people stop in their tracks. My suggestion, at this point would be to work with a professional group to work through the many internal and external issues that have been brought to the surface during this discussion.

You are thinking too simplistic in your final analysis.

YOU SAY:
Thank you all for your valuable responses, but can you please advice which you find it much attractive slogan,

"Diamond love classic, or Fashion love classic" ABSOLUTELY NOT. THIS WILL REQUIRE MORE THOUGHT THAN YOU HAVE HERE. YOU HAVE DONE NO SWOT ANALYSIS, OR ACTUAL COMPARISONS, WHICH MUST BE DONE. THERE ARE NO DEMOGRPHIC STUDIES, WHICH MUST BE DONE.

"I'm emphasizing on the classic because we produce classic products and not very modern classic, and because all the fashion is now representing the old/ classic fashion with some adjustment ....THIS IS TOO SIMPLISTIC OF A THOUGHT PATTERN.

"""So do you think it will attract customers and explain why we love classic and why they look for our classic models ???""" NO...NO...NO

In your print advertising, you can explain the value of classic cut and designed products. It will take 6 to 13 weeks to measure the response you will get.

You truly need a professional marketing group to assist you in developing your marketing program.

If we can help, ask.

Randall
WMMA
 
Posted by: KathySmithFilms* Member Response
10/17/2006 8:47 PM (CST)
Hi shouq.s

I checked out your websites. Before you get a lot of answers making your decision overwhelming, PLEASE use the advise of Randall of WMMA. To be positioned with Cartier, he will guide you in the right direction. It's not a "love" item...that is just one of the purposes not a tag or name.
Thanks for my input.
Kathy
 
Posted by: shouq.s Author Response
10/18/2006 2:22 AM (CST)
Hi WAMMA hi Kathy...
Will maybe I didn't explain enough, but here is the exact case.
We did conduct a qualitative research through Ipsos research company, we did also conduct a market positioning research, we have done in-depth interviews it took nearly nine months to finish all the mentioned before, we have questionnaire that was filled by 500 of our customers regarding the advertisement locations and materials, we have set a plan to get back our old lost customers, we are building a new website( its under construction now), I do pre- testing and brain storming for every campaign before releasing it, we work on heavy P.R like sponsoring events for A class in our society, and special auctions where we donate all the auctions revenue for charity work. We are also fixing our data base information and enlarging it, we also do offer services that no one else offers it from our competitors.

After having all the results and finishing all the studies, we found out the customers in the market do perceive us as luxury brand but some times they get confused because of our adverting media, we used to use untargeted media channels (mass media channels) like local radio station also we did sponsor some b- class program or event (mistakes) we also provided insurance policy on all purchases from theft (which mean if any piece you buy form us get stolen form your house we compensate you on one condition you should bring us a police report of the stolen pieces)
Now... why asked about classic, because in Jewelry design its like fashion design every designer have his own style, and we produce classic styles that mostly are big and expensive, we do of course have a variety of every thing but our main products are classic with some modern adjustment, I need to attract the customers attention to that, it is fashion now, and it’s a beautiful styles and work of art pieces, I need him to perceive us as fashion creator , I'm competing with Cartier when I produce a piece worth $100,000 and ask the potential customer to come and pay for my piece instead of Cartier or any other brand piece.
And when I thanked you for your valuable responses it wasn’t because I just believe in it, it's because I did do most of it al ready and your answers showed me that I'm on the right track.
I will of course study and measure the effect of the slogan by conducting focus groups
 
Posted by: W.M.M.A. Member Response
10/18/2006 6:13 AM (CST)
Very well. Now that you have loosely validated your own research. I wish you well. And, stand by my responses, still.

Great work
Randall
WMMA
 


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