09042015Fri
Last updateWed, 02 Sep 2015 12am

Tracy Pearls founder, Tracy Bronson dies at 90

Henry (Tracy) Bronson, founder of Tracy Pearls, di...

ICA appoints Gary Roskin as Executive Director

ICA appoints Gary Roskin as Executive Director

(NEW YORK) - The International Colored Gemstone Ass...

New appointment strengthens Endless Jewelry’s global marketing team

New appointment strengthens Endless Jewelry’s global marketing team

Endless Jewelry has appointed Mikkel Berg as globa...

Hoover & Strong announces new Fairmined metal source

Hoover & Strong announces new Fairmined metal source

Currently sourcing Fairmined gold and silver from ...

Atlanta Jewelry Show ends 65th anniversary celebration with a flourish

Atlanta Jewelry Show ends 65th anniversary celebration with a flourish

August 2015 Edition Filled With New Resources, New...

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How Extremely Tiny Diamonds Could Be Used To Deliver Drugs

How Extremely Tiny Diamonds Could Be Used To Deliver Drugs

What good is a diamond so small that you need one of the most powerful microscopes in the world to see it? Scientists are working on ways to use these tiny treasures to deliver drugs more effectively.

Nanodiamonds are much like the diamonds you've see...

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Industry Events

Distinct points of view and a broad product range define JA New York Summer 2015

(NEW YORK) - The JA New York Summer show, held July 26 - 28th at the Jacob Javits Center, was host to an astounding breadth of product offerings in a serene and welcoming environment. Architectural or personalized pieces on display in the designer pav...

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On The Move

JBT President Dione Kenyon to retire

JBT President Dione Kenyon to retire

Dione Kenyon has announced to the Jewelers Board of Trade (JBT) Executive Committee her plans to retire from JBT, with a time frame dependent on transitioning her replacement, in 2016.

At that time, she will complete 14 years as JBT President, 25 year...

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What's New

Bulova redefines technology with UHF

Bulova redefines technology with UHF

(NEW YORK) – Having debuted in Bulova Accutron II and the Precisionist collection, Bulova’s proprietary high performance UHF (Ultra High Frequency) movement is now being extended into its Sea King and Military collections.

The heart of the movement is ...

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Featured Articles

Diamonds ‘n Dunes delivers cosmopolitan style to the Outer Banks of North Carolina

Diamonds ‘n Dunes delivers cosmopolitan style to the Outer Banks of North Carolina

When Eileen Alexanian and Ken Kelley left New York City to vacation in the Outer Banks of North Carolina, they never expected it to be a life changing trip. But the husband and wife jewelry team, who’d worked in the heart of the New York Diamond Dist...

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Latest News

How Extremely Tiny Diamonds Could Be Used To Deliver Drugs

2 DAYS AGO
How Extremely Tiny Diamonds Could Be Used To Deliver Drugs

What good is a diamond so small that you need one of the most powerful microscopes in the world to see it? Scientists are working on ways to use these tiny treasures to deliver drugs more effectively.

Nanodiamonds are much like the diamonds you've seen on expensive jewelry — they are faceted, extreme...

Readmore

Retailers estimate shoplifting, incidents of fraud cost $44 billion in 2014, according to National Retail Security Survey

2 DAYS AGO

(LONG BEACH, Calif.) - A study released from NRF PROTECT, the industry’s largest retail loss prevention event in North America, finds that retailers lose billions of dollars to shoplifting, employee and vendor theft and administrative error - collectively known as inventory shrink. According to the N...

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Tracy Pearls founder, Tracy Bronson dies at 90

3 DAYS AGO

Henry (Tracy) Bronson, founder of Tracy Pearls, died on May 31, 2015. Bronson opened Tracy Pearls, a pearl importing and wholesaling company in 1960. He worked there until 2004 when he sold the company to Rebecca Shemwell. Tracy and Rebecca had been partners until she bought him out. Rebecca will be...

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ICA appoints Gary Roskin as Executive Director

3 DAYS AGO
ICA appoints Gary Roskin as Executive Director

(NEW YORK) - The International Colored Gemstone Association (ICA) is pleased to announce that well-known gems and jewelry expert Gary Roskin has been appointed as ICA Executive Director.

Mr. Roskin began in the new position on August 4 at ICA’s New York office. He is responsible for ICA’s day-to-day a...

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JBT President Dione Kenyon to retire

2 DAYS AGO
JBT President Dione Kenyon to retire

Dione Kenyon has announced to the Jewelers Board of Trade (JBT) Executive Committee her plans to retire from JBT, with a time frame dependent on transitioning her replacement, in 2016.

At that time, she will complete 14 years as JBT President, 25 years of service to JBT, beginning as a Board Director...

Readmore

Findings manufacturer, American Jewelry Components opens in Detroit

3 DAYS AGO

(DETROIT, Mich.) - In the heart of Motor City, you’ll find a new jewelry manufacturing firm with an exceptional combination of skills and deep roots in the jewelry industry. A full-service jewelry manufacturer with a focus on high-volume die striking, American Jewelry Components, LLC. (AJC) formed ea...

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Bulova redefines technology with UHF

3 DAYS AGO
Bulova redefines technology with UHF

(NEW YORK) – Having debuted in Bulova Accutron II and the Precisionist collection, Bulova’s proprietary high performance UHF (Ultra High Frequency) movement is now being extended into its Sea King and Military collections.

The heart of the movement is a three-prong quartz crystal producing a vibration...

Readmore

Jewelers Mutual announces coverage of smart jewelry

3 DAYS AGO

(NEENAH, Wis.) - In response to rising interest from smart jewelry owners looking to protect their investments, Jewelers Mutual Insurance Company announces its coverage of smart jewelry with the same worldwide personal jewelry insurance protection it offers for traditional jewelry.

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.

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