40 years ago it was unlikely that anyone but a large jewelry chain could saturate the airways with mountains of ad hitting radio, television, and print. This would cost thousands of dollars and would require a regular investment of this capital. Up to about 1998 this stranglehold on prime advertising real estate was pretty firm.
These ads would, of course, be a sophisticated marketing platform designed to:
- Build brand awareness
- Remind people to visit the store
- Advertise specific lines of jewelry
- Advertise for specific holiday buyer sales
But then a great equalizer came along..the internet.
The current internet and digital avenues can allow you to do this kind of campaign for a fraction of the cost and with greater flexibility. Not just can you target thousands of people for pennies, but you can:
- Target them anywhere
- Target them with incredible precision
Jewelry Saturation Targeting:
So now let us look at a way to really use these methods much cheaper than traditional media, and with great effect. Naturally just throwing money at your potential audiences would be haphazard and inefficient. So we will take a specific example.
Target Idea: In market jewelry buyers for a specific city
One simple digital jewelry marketing campaign would be to target people who are actively searching for jewelry in a target city. Using the Google Display demographic selection options I targeted women:
- Ages 36 to 65
- Middle to upper income
- in Chesapeake, VA
- All shopping for jewelry based on their web behavior
We know about 250,000 impressions, or possible views are up for grabs each week. We could be more specific, but we know we are going to get in front of actual jewelry buyers for our store. Averaging around $15 a day we could be in front of these buyers multiple times. A low estimate would be that our ad will be shown between 300,000 to 500,000 times in this limited area over the course of month. Some of these people will click over to our site. Some will spend time reading our offer. Some will come in the store. But for our saturation campaign we reached thousands of people for about $450
A key point: ads are served to actual jewelry buyers— not people who are just looking at a television
So you’re probably asking why is this different than just doing TV advertising, print, or radio? Well let’s go back and take a look at what exactly this is type of advertising is.
I’m not talking about actually putting out a message in a mass communication system that reaches everyone. I am talking about reaching people on their phones and tablets who have spent two or three days looking at jewelry and gone to multiple sites. On these jewelry sites they have spent a lot of time looking at different jewelry items.
Can you see how that might be more valuable prospect to serve 3 to 5 ads to. Is that a guarantee they’re going to buy your product or come to your store? No, but I can tell you your chances have gone way up since you’re reaching actual customers who want what you have.
Point number two: if there is no jewelry buyer then there is no serving the ad
You probably also caught on to the fact that I keep referring to the fact that the ads will be served if certain conditions are met. Let me explain, the ads are not going to be served unless somebody is looking for jewelry. In traditional advertising your Add is going to run whether somebody is looking for jewelry or not. That’s not what is happening here. What is happening here is this..
If someone is looking for jewelry your ad will run and only then at that point will it run.
Point Three: No Charge Unless The Jewelry Ad Gets Clicked
If the ad runs, unless they click it you’re not going to pay. That means essentially the ad is free and you only pay if an actual jewelry buyer interacts with your ad.
Stop Wasting Money On Advertising That Isn’t Targeting Jewelry Buyers..
Let us craft a plan that lets you reach jewelry buyers while maximizing your ad budget.