Question

Topic: Strategy

Btl Marketing Campaign For Jewellery Business

Posted by Anonymous on 4/19/2013 at 7:52 AM ET 250 Points
We are working on a BTL marketing project for a jewellery business. We are trying to brainstorm,the process,and put down the strategies for the same.

As novice in this field,we are looking out for any lessons learnt to bear in mind whilst working on the project.

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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/19/2013 at 8:57 AM Accepted
    Who specifically buys your jewelry? Why? When?
    Do you make your own pieces or sell products from other manufacturers?
    What makes your business/products "special" in the minds of prospective buyers?
    What sort of budget do you have to work with?
  • Posted by mgoodman on 4/19/2013 at 9:04 AM Accepted
    The answers to Jay's questions are important if you want serious input. Also, where is the business? Bricks-and-mortar or online or both?
  • Posted by Moriarty on 4/19/2013 at 11:14 AM Accepted
    Novice to marketing or not, you have a business that serves clients. Find out why those clients come to you and half the marketing work is done for you. The rest is getting clever with ideas - what's more, most of them will come from examining who your clients are and why they choose you.

    The other side to this is you need to hone your message - and this is most easily done online (Google Adwords and the like). It's also cheaper than having to have a new print run when things don't work. The results from an adwords campaign can then be used in your printed messages for a really good response rate.
  • Posted on 4/20/2013 at 2:26 AM Author
    Well yes, we have drafted a questionnaire, to get information from the client, which shall in turn help us plot down the strategy. Following are some of them. Do suggest.

    Client's USP?
    Define your market segment.
    Any previous attempt of a BTL campaign ? If yes what were the marketing tools, and the lessons learnt?
    Your expansion plans in the next 5 years?
    Your purpose for BTL promotions?
    Budget for the BTL campaign?
    Any survey undertaken for the feedback of the customers? If yes, can u share the data with us?
    Do u keep in touch with your loyal customers?
    Do u have any loyalty program?
    Do u plan to come up with any promotional festivals in the next 6 months?
    Do u plan to come up with online shopping?
  • Posted by Moriarty on 4/20/2013 at 2:49 AM Member
    You need one simple question to your customers (or your niche) "What made you choose us?" - open ended so that they can give you the response that comes into their heads. You haven't steered them with concepts that are dazzling or confusing. You'll get some sensible data back from this.

    Focus on them, and the rest of your strategy will fall into place. In other words, let your customers guide you - after all, they're the ones who buy from you. So they're the ones who know.
  • Posted by mgoodman on 4/21/2013 at 3:19 PM Moderator
    It seems from your response that your target audience is the jewelry company, not their customers. It's usually a good idea to start with end-users/consumers, since without them there is no business for anyone.

    Maybe I just don't understand what you're trying to accomplish and what your interest is in the marketing issue.

    Where is the business located? Who is the primary target audience? What have they tried before? What worked? What didn't?
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