You may have heard the phrase “You have to spend money to make money”, and that definitely applies to jewelry brands that want to increase market share and remain competitive in their respective categories. How much should you be spending on marketing your jewelry brand every year, and how should you be distributing that marketing budget across multiple marketing channels? In this video, we’ll help you plan your marketing spend in a strategic way.

In “Jewelry Marketing in the Time of Coronavirus” (https://joyjoya.com/2020/03/23/jewelry-marketing-in-the-time-of-coronavirus/), we discussed the importance of multichannel and omnichannel for jewelry brands. However, we haven’t really explored these two models in detail, and we never really explained how multichannel marketing is different from omnichannel marketing. We’ll elaborate in this video.

Have you ever used a funnel to transfer a large amount of liquid to a container with a narrow opening? You can probably imagine how a funnel is shaped, with a wide top and a graduated, triangular shape that leads to a small spout. Did you know that a funnel should also play an important role in your jewelry marketing strategy?

In marketing, a funnel refers to the steps you’ll need to take in order to nurture your prospective customers, so they can eventually become life-long fans of your jewelry brand. To put it simply, the funnel describes the buyer’s journey from awareness to purchase. In this episode, we’ll explain how it works and how you can take advantage of it.

In my experience speaking to jewelry entrepreneurs, I find there’s a lot of confusion about the terms “marketing”, “public relations”, and “sales”, which are sometimes used interchangeably. Though these business functions often support each other, they’re very different. In this video, I’m going to clarify what each one means, so you can feel confident utilizing the three functions in your business.

In Episode #85 of the Joy Joya Jewelry Marketing Podcast, I interview Sneh Parmar, the CEO and co-founder of Lucky Labs. Unlike most guests on this podcast, Sneh is not part of the jewelry industry. However, the Lucky Moments platform that Sneh has developed through his company could potentially help omnichannel jewelry brands, especially if they want to more effectively connect digital and physical shopping experiences for customers.

One one hand, direct-to-consumer jewelry brands can use the Lucky Moments platform to deepen consumer relationships thanks to specific data and insights. On the other hand, jewelry brands with retail distribution can use the Lucky Moments platform to encourage customers to buy the product online in the moment or at the closest brick-and-mortar retailers. The Lucky Moments platform engages the shopper, personalizes the online shopping experience, provides the shopper with a relevant reward or incentive, and then re-targets the shopper with relevant content. All this can be achieved, thanks to a simple API that’s added to the backend of your ecommerce store.

In this episode, we chat mostly about the next generation of ecommerce and how solutions like the Lucky Moments API are helping up-and-coming ecommerce brands connect with their customers in exciting new ways. We cover questions like:

– How would you describe an ideal omnichannel brand experience?
– Why do you feel that personalization in both marketing and customer experience is so important?
– What are some tips you can offer ecommerce retailers who want to have greater control over the customer experience?
…and more!