digital marketing - jewelry industry
TRANSCRIPT
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JewelryHsin-Chung (Alisha) Chang
Zhi (Kina) LiAnubhuti Oak
Nishita TamulyChenhui (James) Zheng
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Agenda Introduction Digital Efforts
Brand Story Customer Profile Social Media Value Proposition Fascination Triggers Strengths/Weaknesses UI/UX
Key Takeaways Recommendations 3 Secrets to Digital Success
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Introduction
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James is looking for a prom date!
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Can you tell me about your story?
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Brand Story
”We work hard to simplify the buying process, empower and educate our customers and, ultimately
help them make a purchase they will cherish for a lifetime.”
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Who do you hang out with?
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Customer Profile
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What do you do when you socialize?
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Social Media
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What do you do when you socialize?
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Value Proposition
Top 10 Diamond Buying Tips
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What about you might fascinate me?
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Fascination Triggers
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Why should I take you to the prom?
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Know-It-All PioneerWeakness
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Social ArtistWeakness
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Aspirational DivaWeakness
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How do I get you know you more?
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UI/UX
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So who should I take to the prom?
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Who is who?
Know-It-All
Pioneer
Social Artist
Aspirational Diva
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Key TakeawaysBlue Nile Education
Core for content marketing
Clear value proposition Best value for
money Unconventional
target Men
Catbird Segmentation
Niche market Strong social
media presence Influencers on
Instagram Blog
Beyond the product offerings
Tiffany & Co. Strong
community Social
engagement Great content
Emotional connection
Seamless UX Tools to create
value consistently
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RecommendationsCatbird Story Telling Responsive UX
design Adopt latest
technology
Blue Nile Leverage
emotional stories Extend CLV
Increase instagram presence
Tiffany & Co. Personalized email
marketing Cater to emerging
consumers (millennials)
Build user-generated content
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3 Secrets To Digital Success In Jewelry Industry Create relevant content to engage
in conversations Don’t be afraid to use digital tools Stay true to who you are but
explore new market segments
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Thank You!Q&A
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APPENDIX
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Followers On Social Media PlatformsTiffany & Co. Blue Nile Catbird
Facebook (Likes)
7.6 MM 1.2 MM 23 K
Twitter 1.29 MM 13.7 K 10.6 K
Instagram 2.2 MM 29.4 K 131 K
Pinterest 92.1 K 82.9 K 39.5 K