10222017Sun
Last updateWed, 18 Oct 2017 12am
Overnight explains how to say, “Yes!” to every sale

Overnight explains how to say, “Yes!” to every sale

Releases 2 new catalogs  

Being a jewelry retailer h...

Reason to Hope: Jewelry industry steps up to help natural disaster victims

Reason to Hope: Jewelry industry steps up to help natural disaster victims

It’s so easy to get sucked into choosing a side. T...

Sandy Jones jewelry career comes full circle

Sandy Jones jewelry career comes full circle

They say never burn a bridge you may need to cross...

Remembering Janel Russell, creator of Mother and Child Jewelry

Remembering Janel Russell, creator of Mother and Child Jewelry

Motherhood defined much of Janel Russell’s life, b...

Other News

The psychology of the allure of gold

The psychology of the allure of gold

When you think of the color gold, images of grandeur and extravagance are likely to come to mind.

For millennia, the metal has adorned crowns and hilts of swords. It has been used to enhance paintings and ornaments to increase their value.

In some cult...

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Industry Events

Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

Conference to be held November 10 & 11, 2017 at CUNY Graduate Center, New York City

Initiatives in Art & Culture (IAC), an organization committed to educating diverse audiences in the fine, decorative, and visual arts, has announced their 19th...

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On The Move

Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

Paul Machiels, who has spent the last 37 years selling jewelry, chains, and charms to retail stores, has announced his retirement. His announcement coincides with his intention to sell JKM Enterprises, parent company of Charms Plus, to interested buy...

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What's New

Merit Diamond introduces MFIT®

Merit Diamond introduces MFIT®

Innovative men’s wedding bands designed with maximum comfort in mind

Merit® Diamond, manufacturers of the popular, luxurious diamond fashion line Sirena®, has developed and tested their supremely comfortable men’s MFIT® wedding band line over the past...

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Featured Articles

Alamea Hawaii’s appeal washes deep into America with elegance & beauty of the sea

Alamea Hawaii’s appeal washes deep into America with elegance & beauty of the sea

One doesn’t have to live in paradise to appreciate and crave a piece of it. With this in mind, Alamea Hawaii brings the beauty of Hawaii and beyond to inner America with elegant and fashionable designs for jewelers and retailers, inspired by the most...

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Latest News

The psychology of the allure of gold

3 DAYS AGO
The psychology of the allure of gold

When you think of the color gold, images of grandeur and extravagance are likely to come to mind.

For millennia, the metal has adorned crowns and hilts of swords. It has been used to enhance paintings and ornaments to increase their value.

In some cultures, gold is a predominant feature of festivals a...

Readmore

Scientists believe cosmic collision reveals origins of gold

4 DAYS AGO
Scientists believe cosmic collision reveals origins of gold

WASHINGTON (AP) — It was a faint signal, but it told of one of the most violent acts in the universe, and it would soon reveal secrets of the cosmos, including how gold was created.

Astronomers around the world reacted to the signal quickly, focusing telescopes located on every continent and even in ...

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Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

4 DAYS AGO
Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

Conference to be held November 10 & 11, 2017 at CUNY Graduate Center, New York City

Initiatives in Art & Culture (IAC), an organization committed to educating diverse audiences in the fine, decorative, and visual arts, has announced their 19th Annual Fashion + Design Conference will be held N...

Readmore

Andie Weinman sparkles in the City of Gold

11 DAYS AGO
Andie Weinman sparkles in the City of Gold

Preferred Jewelers International CEO shares info on PJI and successful American retail strategies in Dubai

The City of Gold was the international backdrop for the Gemological Science International (GSI) presentation on ‘The Successful American Retail Strategies’ during DMCC Dubai on September 12, 201...

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Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

20 DAYS AGO
Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

Paul Machiels, who has spent the last 37 years selling jewelry, chains, and charms to retail stores, has announced his retirement. His announcement coincides with his intention to sell JKM Enterprises, parent company of Charms Plus, to interested buyers. His book of business continues to be lucrativ...

Readmore

Patrick Retzer joins the Color Merchants/Brevani family as V.P. of Sales

25 DAYS AGO
Patrick Retzer joins the Color Merchants/Brevani family as V.P. of Sales

(NEW YORK) - Brevani, the branded division of Color Merchants Inc. has announced they’ll be bringing on industry veteran Patrick Retzer to head up their sales division and oversee the brands direction.

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Merit Diamond introduces MFIT®

4 DAYS AGO
Merit Diamond introduces MFIT®

Innovative men’s wedding bands designed with maximum comfort in mind

Merit® Diamond, manufacturers of the popular, luxurious diamond fashion line Sirena®, has developed and tested their supremely comfortable men’s MFIT® wedding band line over the past 5 years. The patented brand provides men with “no...

Readmore

GN Diamond offering free Gemprint on all diamonds

11 DAYS AGO
GN Diamond offering free Gemprint on all diamonds

GN Diamond listens to the common pain points experienced by jewelers on a daily basis. Internet shopping is one of the biggest obstacles expressed by the brick and mortar store. By offering added value and annual savings through Gemprint, jewelers are now armed with a point of distinction against th...

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Furry friends on the job: Loki - Kingsbury Designs & Repairs, Clinton, Mississippi

4 DAYS AGO
Furry friends on the job: Loki - Kingsbury Designs & Repairs, Clinton, Mississippi

 

This is Loki. Loki works for David at Kingsbury Designs & Repairs in Clinton, Mississippi. David says Loki was named after the evil brother of Thor, but his customers love him anyway.

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Furry friends on the job: Larry at Douglas Jeweler in Hartford, Wisconsin

11 DAYS AGO
Furry friends on the job: Larry at Douglas Jeweler in Hartford, Wisconsin

Say hello to Larry, the mini golden doodle. Larry loves going to work with his “dad” and “grandpa” at Douglas Jeweler in Hartford, Wisconsin. Larry likes wearing his finest clothes to work and always greets everyone with a tail wag and kisses!

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The Marketing Minute: Trend Spotting

4 DAYS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

 

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The Marketing Minute: Pricing Strategy

11 DAYS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

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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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