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Goldsmith Jewelry explores the blogoshpere
After more than 30 years in business, Goldsmith Jewelry sets its sight on e-commerce, and embarks on a blog marketing campaign to increase brand awareness and drive online sales.
(ORLANDO, Fla.) - As an increasing number of jewelry stores establish an online presence, many face the challenge of developing successful marketing strategies to help them compete in a growing e-commerce marketplace. Goldsmith Jewelry, one of Orlando’s most respected retailers, recently embarked on a blog marketing campaign as a Valentine’s Day promotion. By reaching out to 1,000 bloggers, the store hoped to successfully drive web traffic, and increase brand awareness and sales. In a new case study recently published on its website (www.goldsmithjewelry.com/pages/blog-marketing.php), the retailer details the successes and failures of its first major online marketing campaign, and its outlook on the future of its online store. “Developing a robust marketing strategy that takes full advantage of all of the opportunities Internet retailing creates can be a challenge,” says Don Lair, manager of the store’s Internet division. “Goldsmith Jewelry has had a successful track record with traditional advertising and marketing strategies, but this year we decided to incorporate new media in our marketing mix to ensure the success of our online store.” With Lair at the helm, Goldsmith Jewelry embarked on its first blog marketing campaign in January 2008 to drive sales for Valentine’s Day, the third largest spending season in the U.S. The campaign was created to offer an incentive for bloggers to write about Goldsmith Jewelry and the campaign. In exchange, bloggers were entered to win a pair of diamond earrings valued at $1500. Lair used Technorati, a popular blog search engine and similar sites to research blogs, and create a list of 1,000 bloggers to contact. As a result, Goldsmith Jewelry was mentioned on nearly 100 blogs, increasing web traffic by 400%, and improving search engine results. While Lair was pleased with the initial results, the campaign did not produce any direct sales. “We were disappointed that the campaign wasn’t successful in driving Valentine’s Day sales, however we were able to increase brand awareness,” said Lair. “Online marketing is still new territory for us and many of our competitors, however we’ll continue to revamp our strategy until we get the results we want.” New media strategies have helped a number of Internet retailers increase their customer base, and drive sales at a fraction of the cost of traditional advertising methods. As an example, blog marketing is becoming increasingly popular in reaching targeted consumer groups in order to engage them, and influence and participate in the conversations they’re having. While there’s a deluge of information on how retailers can market their brand via their own blog, there’s very little information on how retailers can capitalize on established networks of influential bloggers, other than blog ads and paid impressions. On the heels of their recent campaign, Goldsmith Jewelry is now helping to fill this void. Goldsmith Jewelry recently published a detailed case study at www.goldsmithjewelry.com/pages/blog-marketing.php outlining its blog marketing campaign strategy and results. Based in Orlando, Goldsmith Jewelry has been in business for more than 30 years and is one of the largest, independently owned jewelry stores in Florida. The jeweler operates two retail locations in the Orlando area, and an online store at www.goldsmithjewelry.com. | ||||||||||||||||||
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