Question

Topic: Advertising/PR

Grand Opening For An Online Jewelry Boutique

Posted by Anonymous on 8/19/2012 at 5:37 PM ET 500 Points
Amatyzt.com is an online jewelry boutique that specializes in unique jewelry by notable jewelry designers. We are about to officially launch the site in the middle of next week with a PR Web press release. As an online only store, I am not able to do some of the things I would if it was a brick and mortar.

I will be offering 25% off everything. I'm also thinking of running a contest on Pinterest and Polyvore with a prize of $200 gift certificate for the winner of each. However, I would be silly not to tap into the marketing geniuses in this forum to see if you guys can come up with anything new and exciting! So please share your ideas on ways to promote the grand opening of Amatyzt.com.
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RESPONSES

  • Posted by Gary Bloomer on 8/19/2012 at 6:22 PM Accepted
    By starting off offering a 25 percent discount you position your brand as cheap, cut rate, and discounted. I caution against this.
  • Posted by SteveByrneMarketing on 8/19/2012 at 7:16 PM Accepted
    I agree with Gary. Much better to offer "buy one item, get XX% discount on second item".

    Also, have you checked out https://www.etsy.com/

    It looks like you are positioning your business relative to the best known brand in this category, albeit yours is a more select designer sub-segment by however you are defining it. I would pour over the "Etsy" brand's web presence to learn as much as possible about how they have become successful. For example, check the title keywords they are using on each jewelry web page.

    Best of luck,

    Steve
  • Posted by Gail@PUBLISIDE on 8/19/2012 at 7:22 PM Accepted
    In addition to your suggested Pinterest campaign, launch an informative Twitter page to help educate customers about what's quality when it comes to different kinds of jewelry, and show a photo as an example in each case. If you do a few of these every week, you should have enough material to cover several months -- and maybe content for an e-book.
  • Posted by Jay Hamilton-Roth on 8/19/2012 at 11:49 PM Accepted
    Firstly - I'd greatly improve the quality of the images of your jewelry (some of them aren't clear, nor detailed enough). Given the price, I'd also want to see how it looks on a person (not a mannequin).

    Secondly - If the designers are indeed famous, then interview them for your website. I want to hear them talk about each of their pieces, the way they create, their vision for how to wear it, etc.

    Thirdly - offer a "meet the designer" webinar. Let them talk about jewelry / beauty / etc. and allow people to ask them questions.
  • Posted on 8/22/2012 at 10:44 AM Author
    I'm so glad I decided to post this! You confirmed a some things of my fears and gave me a few fresh ideas. So Steve and Gary, out with the 25% off! I loved Steve's idea of what to do instead, and I am tying it to email registration. Our site is curated, so we have more in common with Boticca.com than Etsy. But I did pour over those and other sites to see how they run their business and learn best practices. Keyword optimization is on the list of things we need to improve.

    Speaking of our to-do list, both Gail and Jay hit on content. Our content creation is planned, but way behind schedule. Gail, I hadn't thought about doing it on a Twitter pages - great idea!

    Jay, I'm working with the designers to improve their pictures. But like most of my competitors, I have to balance loading times versus quality. Designer interviews are in process and we are working on the challenge of how to present the designer's credentials. Most of them have developed their reputations in the physical world. For example, designer Maria Moreno has been covered in nine different magazines, including Elle, Conde Neste, and others well known in South America. All that coverage is in Spanish and we have scans, not the original digital version of that coverage.

    Love the "Meet the Designer" webinar idea, Jay! I was thinking of doing an video interview, but with a webinar gives people the opportunity to ask questions themselves.

    Thank you all for your help! I am going to leave this question open for the rest of today, then I will award the points.
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