MARKETING KNOW-HOW The Checklist for a Fool-proof Jewellery Campaign

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

- Sarojini Chatterjee

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 self-confidence 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.

REALITY CHECK
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 handcrafted into each piece can be a challenge. If one is selling exclusively online, it is important to remember that potential customers cannot physically interact with the products.

1. DEFINE YOUR TARGET AUDIENCE