06302016Thu
Last updateWed, 29 Jun 2016 10pm
Hale’s Jewelers looks back on 160 years of business

Hale’s Jewelers looks back on 160 years of business

entrepreneur: a person who starts a business and is...

Not all was lost in the fire

Not all was lost in the fire

Namano salvages jewelry (and memories) scorched in...

Drive-through jewelry store?

Drive-through jewelry store?

With no serious injuries and a great attitude, own...

  • Newsletter

  • Latest Post

  • Most Read

Other News

The SJG Smart Business Report: Ideas to increase sales in slow summer months

The SJG Smart Business Report: Ideas to increase sales in slow summer months

Sponsored content from the Southern Jewelers Guild

“Christmas, children, is not a date. It is a state of mind.” ~ Mary Ellen Chase

People in the industry who know me know that I am a huge proponent of in-store events. Keeping your marketing calendar fr...

Readmore

Loading...

Industry Events

JCK Las Vegas, LUXURY and JIS Exchange glistened during a sweltering week in the desert

JCK Las Vegas, LUXURY and JIS Exchange glistened during a sweltering week in the desert

(NORWALK, Conn.) - Going out with the heat, JCK Las Vegas concluded its 26th edition on Monday, June 6. The show welcomed the best of the best in the jewelry industry with over 2,400 exhibiting brands and manufacturers, as well as an abundant lineup o...

Readmore

Loading...

On The Move

Gemologist-writer Diana Jarrett is Best-of-the-Best in Writers Competition

Gemologist-writer Diana Jarrett is Best-of-the-Best in Writers Competition

Southern/Mid-America Jewelry News columnist earns national acclaim – again

(NEW YORK) - Popular gem industry writer/author Diana Jarrett accepted an award from the American Federation of Mineralogical Societies for their Editors, Writers, Poets & I...

Readmore

Loading...

What's New

JBT’s Red Book available in new easy to use format

JBT’s Red Book available in new easy to use format

As technology evolves so does the well-known traditional Jewelers Board of Trade Red Book. Initially the Red Book was just that - a printed reference book with a red cover. Next came the CD. Now JBT is pleased to announce that future copies of the qu...

Readmore

Loading...

Featured Articles

Eager to grow, eager to please, Costar Imports realizing goal of going national

Eager to grow, eager to please, Costar Imports realizing goal of going national

With expansions to the San Francisco Bay Area and Thailand, Costar Imports has come a long way since Ram Kedia opened up shop in New Orleans back in 1988.

Costar began as a diamond wholesaler supplying independent retail jewelers in the Southeastern U...

Readmore

Loading...

Latest News

The SJG Smart Business Report: Ideas to increase sales in slow summer months

8 HOURS AGO
The SJG Smart Business Report: Ideas to increase sales in slow summer months

Sponsored content from the Southern Jewelers Guild

“Christmas, children, is not a date. It is a state of mind.” ~ Mary Ellen Chase

People in the industry who know me know that I am a huge proponent of in-store events. Keeping your marketing calendar fresh and full are among the first recommendations I...

Readmore

Why gold may hit $1,500 by year’s end—and it’s not just about Brexit

8 HOURS AGO
Why gold may hit $1,500 by year’s end—and it’s not just about Brexit

Implications for currencies, central banks point to more gold rallies

Gold’s impressive rally Friday offered a taste of what may be in store for the precious metal, as some analysts say it’s just a matter of time before prices top $1,500 or even $1,900 an ounce.

Readmore

JCK Las Vegas, LUXURY and JIS Exchange glistened during a sweltering week in the desert

8 DAYS AGO
JCK Las Vegas, LUXURY and JIS Exchange glistened during a sweltering week in the desert

(NORWALK, Conn.) - Going out with the heat, JCK Las Vegas concluded its 26th edition on Monday, June 6. The show welcomed the best of the best in the jewelry industry with over 2,400 exhibiting brands and manufacturers, as well as an abundant lineup of industry networking opportunities and informativ...

Readmore

Jewelers for Children celebrates 18 years, honors Stuart Lee and Dennis Ulrich

15 DAYS AGO
Jewelers for Children celebrates 18 years, honors Stuart Lee and Dennis Ulrich

(NEW YORK) - On June 5, 2016, Jewelers for Children (JFC) held the 18th Annual Facets of Hope event in Las Vegas at the Mandalay Bay Resort and Casino. The charity announced that $3.1 million had been raised to support their charity partners in the year ahead and that since 1999 $51.4 million had bee...

Readmore

Gemologist-writer Diana Jarrett is Best-of-the-Best in Writers Competition

8 HOURS AGO
Gemologist-writer Diana Jarrett is Best-of-the-Best in Writers Competition

Southern/Mid-America Jewelry News columnist earns national acclaim – again

(NEW YORK) - Popular gem industry writer/author Diana Jarrett accepted an award from the American Federation of Mineralogical Societies for their Editors, Writers, Poets & Illustrators competition, reports the New York Mine...

Readmore

Holojem wins first prize at JCK Think Tank

15 DAYS AGO
Holojem wins first prize at JCK Think Tank

Jewelers Mutual, Excelion Partners team up for 3D projection aimed at creating customized jewelry store experiences

(NEENAH, Wis.) - Holojem™, a Jewelers Mutual Insurance Company partnership with Excelion Partners, won first prize at JCK Las Vegas’ Think Tank on Sunday, June 5.

Think Tank, an event hel...

Readmore

JBT’s Red Book available in new easy to use format

7 HOURS AGO
JBT’s Red Book available in new easy to use format

As technology evolves so does the well-known traditional Jewelers Board of Trade Red Book. Initially the Red Book was just that - a printed reference book with a red cover. Next came the CD. Now JBT is pleased to announce that future copies of the quarterly Red Book on CD will be distributed on a fl...

Readmore

Hoover & Strong introduces white label diamond auction services

8 DAYS AGO
Hoover & Strong introduces white label diamond auction services

Hoover & Strong has announced a new white label auction service called myAuction™. This is an innovative service offered to jewelry retailers nationwide, allowing them to offer their own online auction service where their customers can sell their jewelry items to industry qualified buyers. The s...

Readmore

Internet Marketing Strategies: The power of Viral Video

In an earlier column, I wrote about using online video as an effective yet inexpensive method to market your store. This past Christmas Season we saw one jewelry company who put this advertising media to great use.

I'm sure by now most of you have seen the video "Beware of the Doghouse" produced by JC Penny. If you haven't go to www.BewareOfTheDogHouse.com and watch it. This hilarious video tells the story of guys getting in trouble with their wife or girlfriend because they bought thoughtless gifts.

A website was created with the same domain name as the video. Then a YouTube account was created with the same name and the video up-loaded to it. This was very powerful! If you search on the Internet for ‘Beware Doghouse', the first two listings are the website and the YouTube video. There was also an account created on Meta Café with the same name.

I have no idea how many people went to their website, but over 800,000 viewed the video on the YouTube account and over 400,000 viewed it on Meta Café. But that isn't the end of it. This video went Viral! Other YouTube users pick up the video and played it on their account. Others posted it on various video hosting websites around the Internet.

All totaled this video received well over 2 million views just from the free hosting websites, and that doesn't include how many watched it from their own website. Plus J C Penny added a nice feature where you could warn your special someone that they could end up in the doghouse. Guess what? J C Penny made a fun way to get the e-mail address of men all across the US who have a wife or girlfriend who wants jewelry for Christmas. They even have a place on their website to send him to the doghouse if he did not respond properly (by buying jewelry).

J C Penny made buying jewelry fun with a viral video and an interactive website, all the while compiling the Jeweler's Dream E-Mail List.

Tips For Making A Video Go Viral
  • First and foremost you need to come up with an idea for your video that is either funny or has an un-expected twist at the end. These are the 2 types of videos that have the best chance of going viral. This is the hardest part of the whole campaign. Get this down and the rest is a breeze.
  • Tell your story in a way that doesn't look like an advertisement. The "Beware of the Doghouse" video was excellent at these first two points (which is why over 2 million viewers saw it). It was a humorous story and you did not know it was an advertisement until the last few seconds.
  • A little controversy never hurts. Videos that tend to be controversial have a better chance of going viral. But be careful with this! A few anti postings help create a buzz about your video and cause more people to want to watch it. However, you don't want more posts about your video that are negative than positive. Controversy can help but it is better to avoid it, than to go too far.
  • Create a short video. Videos under 2 minutes have the best chance of going viral and 30 seconds to 1 minute is the best. A longer version is fine for your own website, but you need short clips to post on the video hosting websites so they are quick to view and easy to share.
  • Create a series of videos instead of just one video. Releasing a new episode each week, or a couple of episodes a month, gives your viewers a reason to come back and watch your ad again. Instead of having just one video sent around the Internet, you could have 5 or 6 of them. Plus viewers on YouTube and other video hosts can subscribe to your videos and receive an e-mail from them each time you post a new video.
  • Create a website with the same domain name as your video series. Then you can collect e-mail addresses and send out auto-responders. Today websites are cheap! Domain names are $10 a year and hosting accounts are $8 a month or less. A simple interactive website that shows all the videos or a full-version video, collects e-mail addresses, and sends out auto-responders is easy to create and not very expensive. Don't shortchange your video campaign. Have a website related to the video to send your viewers to after they watch the video.
  • Submit your videos to ALL of the free video hosting websites. Sure YouTube is by far the biggest one out there and Meta Café is in the top 5, but there are over 50 video hosting websites that will accept your videos and play them for no cost to you. I don't understand why anyone would go to all the trouble and expense to create a video and then not submit it to at least the top 25 or 30 websites that people go to see videos. Sure, someone may eventually post it on several other websites, but why wait. Post it on all of them to be sure you receive the broadest audience.
  • You don't have to spend a lot of money on video production. The Internet is different than television and the movie screen. Viewers on the Internet tend to be leery of big budget, slick 5th Avenue advertising. A video that isn't so polished and has more of a homemade feel to it has a better chance of going viral.
  • Add geographic qualifiers such as your zip code, city and state to your website and in the information posted with the video on the free hosting websites. Your video can still be seen by the whole wide world, but by doing so you will target your geographical area in all local searches.
  • Once you have your video posted, share it on Facebook and other social media websites, blog about it, and send an e-mail with a link to the video to your entire mail list. Once you get the ball rolling, others will follow and soon you will see your video going viral.
As you can see using the Internet and creating Viral Videos is easy and inexpensive yet an highly effective means to market your store. Plus creating a humorous video for your store will be the most fun you ever had creating advertising.




Brad & Debbie Simon are owners of Internet 4 Jewelers, www.Internet4Jewelers.com, where they teach retail jewelers how to use the Internet as a marketing tool to drive more traffic into their stores and to stay in touch with their existing customers. They also provide affordable Marketing Services, including video creation and submissions, to those who are too busy running their store to do it themselves. For more information please visit www.Internet4Jewelers.com.

Columnist



Media Kit