The importance of defining your groups
This campaign is based upon many jewelry stores that sell Luxury watches so what do you do if you find yourself in this market now can use digital resources to affectively improve your advertising reach more people and of course eventually sell more Upscale watches and products. Well glad you asked.
Define Your Groups
First things first we do look at how we’re going to go about attacking these different segments because there’s a lot of different things going on in terms of how you going to advertise. This may seem like overkill but there are lots of parts and pieces to any digital campaign. There is lot of interactivity and measurement and you want to make sure you know your overall targets so you don’t
- Waste money
- Miss critical information
- Miss key targets
- Miss opportunities
This does not have to be elaborate and you do not have to attack them all at once, but it is a good marketing blueprint for marketing your watches online. To do this write or type out the answer to this question:
What groups am I trying to reach?
- Who are the influencers?
- Am I working with an established brand?
So to keep things simple here are some basic goals
- You’re trying to get luxury buyers to buy a Rolex
- You’re trying to get middle, upper income and luxury buyers to buy a used Rolex
- You’re trying to get existing Rolex owners to use you for any repairs or appraisals
- You’re trying to get people interested in the watch to understand that you have a fantastic understanding of jewelry and watches.
With traditional advertising this would be a big task but not with digital. The cost of digital and the flexibility to actually target buyers and avoid people who aren’t looking at a low price point makes it very customizable to fit these multiple goals.
Tackling the first goal: Finding Rolex Buyers
Obviously that’s a lot to go over so we’re gonna start with the first goal how are going to tackle building this brand that associate her name with it. Naturally this is probably the most obvious target. So lets break down the audiences we are going to pair with this key target and our strategy when we advertise digitally define our audiences. Here is a breakdown of the audiences we are going after:
Men
3 miles from store
Upper income
Ages 32-65
This is a primary group who we are trying to reach who want to actually wear the watch
Motivations: prestige, quality
Women
3 miles from store
Upper income
Married or dating
Ages 32-65
This group will purchase it as a gift for a male partner or significant other
Motivations: high end gift, prestige, quality
Men
10 miles from store
Upper income
Ages 32-65
This is a primary group who we are trying to reach who want to actually wear the watch
Motivations: prestige, quality
Women
10 miles from store
Upper income
Married or dating
Ages 32-65
This group will purchase it as a gift for a male partner or significant other
Men
20 miles from store
Upper income
Ages 32-65
This is a primary group who we are trying to reach who want to actually wear the watch
Motivations: prestige, quality
Women
20 miles from store
Upper income
Married or dating
Ages 32-65
This group will purchase it as a gift for a male partner or significant other
Motivations: high end gift, prestige, quality
So we have clear targets of who we want to reach as it relates to our goal of reaching Rolex buyers
We do not have to target all of these at once, but we now have a blueprint of how to attack.
Prioritize And Move
In deciding which of these groups to target first there are a number of things which are going to dictate how what you do from here. Budget is probably going to be a bigger factor. Another is safety. While we know we have to try new things we may not want to dive head first full speed. It may not seem it, but we have accomplished a lot. We are laying the foundations of a digital program which will:
- Help us advertise cheaper
- Help us reach more targeted prospects
- Help us construct short and long term marketing plans
- Help us leverage marketing technologies and skills of bigger jewelry stores and businesses.
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Don’t Stop Here, check out our other jewelry digital marketing articles at no charge. All our designed to help you develop an effective program for your jewelry store, chain, or brand
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