03292017Wed
Last updateWed, 29 Mar 2017 1pm

Other News

Relocation allows for a rare look inside De Beers’s London HQ

Relocation allows for a rare look inside De Beers’s London HQ

The potential sale of De Beers's London HQ offers a rare glimpse inside the mining giant, from subterranean vaults to a rooftop helipad.

Number 17 Charterhouse Street, a fortress in the heart of London, has been De Beers’s headquarters since 1979, but...

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Industry Events

MJSA Expo delivers “inspiring” experience for jewelry manufacturers and designers

MJSA Expo delivers “inspiring” experience for jewelry manufacturers and designers

The 2017 MJSA Expo may have been cut short by one day, thanks to a looming blizzard, but that didn’t stop the show’s attendees from getting the full “Expo experience.” The industry’s longest-running show dedicated to professional jewelry making and d...

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On The Move

Lafonn named 2017 JCK Jewelers’ Choice Award winner & finalist

Lafonn named 2017 JCK Jewelers’ Choice Award winner & finalist

(CYPRESS, Calif.) - Lafonn, the brand known for luxury within reach, has grabbed two honors in the 2017 JCK Jeweler’s Choice Awards. Now in its tenth year, the awards are given in multiple categories. Both of Lafonn’s wins are in the “Lab Grown Gemsto...

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What's New

ASHI launches 2017 Lovebright Collection Book

ASHI launches 2017 Lovebright Collection Book

ASHI is excited to launch the 2017 Lovebright Collection Book for all of their retail partners to share with their customers. ASHI reports the positive feedback they have received from their retailers, and the overwhelming desire to ignite and promot...

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Featured Articles

Diamond shipping scam impacts 20-plus diamond wholesalers

Diamond shipping scam impacts 20-plus diamond wholesalers

Since November, an estimated 20 or more diamond vendors from across the country have been contacted by phone - in many cases with repeated calls - by what a number of industry members and authorities suspect is an organized group of individuals submi...

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Latest News

Relocation allows for a rare look inside De Beers’s London HQ

18 HOURS AGO
Relocation allows for a rare look inside De Beers’s London HQ

The potential sale of De Beers's London HQ offers a rare glimpse inside the mining giant, from subterranean vaults to a rooftop helipad.

Number 17 Charterhouse Street, a fortress in the heart of London, has been De Beers’s headquarters since 1979, but the street has been its home since the 1930s. At ...

Readmore

An emerald with a history goes to auction

18 HOURS AGO
An emerald with a history goes to auction

In the auction world, there are few things more fascinating than the journey of a gem through the hands of the rich and famous. The Stotesbury Emerald, which will be included in the Sotheby’s Magnificent Jewels sale in New York on April 25, is one such stone.

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MJSA Expo delivers “inspiring” experience for jewelry manufacturers and designers

18 HOURS AGO
MJSA Expo delivers “inspiring” experience for jewelry manufacturers and designers

The 2017 MJSA Expo may have been cut short by one day, thanks to a looming blizzard, but that didn’t stop the show’s attendees from getting the full “Expo experience.” The industry’s longest-running show dedicated to professional jewelry making and design, MJSA Expo had been scheduled to run for thr...

Readmore

Stuller hosts mini conference for jewelry group

6 DAYS AGO
Stuller hosts mini conference for jewelry group

Leading Jewelers Guild visits global headquarters

(LAFAYETTE, La.) - Stuller recently partnered with the Leading Jewelers Guild (LJG) to host a one-day conference at its global headquarters in Lafayette, Louisiana, giving members of the guild an entire day of education and networking.

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Lafonn named 2017 JCK Jewelers’ Choice Award winner & finalist

18 HOURS AGO
Lafonn named 2017 JCK Jewelers’ Choice Award winner & finalist

(CYPRESS, Calif.) - Lafonn, the brand known for luxury within reach, has grabbed two honors in the 2017 JCK Jeweler’s Choice Awards. Now in its tenth year, the awards are given in multiple categories. Both of Lafonn’s wins are in the “Lab Grown Gemstone” category, further anchoring the brand’s positi...

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Jane Kirk appointed Executive Director of NC Jewelers Association

28 DAYS AGO
Jane Kirk appointed Executive Director of NC Jewelers Association

(RALEIGH, N.C.) - The North Carolina Jewelers Association (NCJA) is pleased to announce the appointment of Jane Kirk as Executive Director, effective immediately. The Board’s action comes with the fullest confidence that Kirk will be an excellent steward of NCJA’s goals and an advocate for North Caro...

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ASHI launches 2017 Lovebright Collection Book

14 DAYS AGO
ASHI launches 2017 Lovebright Collection Book

ASHI is excited to launch the 2017 Lovebright Collection Book for all of their retail partners to share with their customers. ASHI reports the positive feedback they have received from their retailers, and the overwhelming desire to ignite and promote their store’s diamond sales, has been extremely ...

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ASHI launches the I DO Bridal Sweepstakes

20 DAYS AGO
ASHI launches the I DO Bridal Sweepstakes

Announces winner of #LovebrightValentine Sweepstakes

(NEW YORK) - ASHI is excited to launch the I DO Bridal Sweepstakes, to kickoff the wedding season for its retail partners. Retailers will be able to attract bridal shoppers to their stores, through various social media platforms, and let every bride...

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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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