04182015Sat
Last updateWed, 01 Apr 2015 12am
NCJA and SCJA to “horse around” at 2015

NCJA and SCJA to “horse around” at 2015

North Carolina and South Carolina jewelers will re...

Four generations and 115 years of Waller & Company Jewelers

Four generations and 115 years of Waller & Company Jewelers

One of the oldest African American retailers in th...

Cause for celebration - Atlanta Jewelry Show 65th anniversary edition

Cause for celebration - Atlanta Jewelry Show 65th anniversary edition

(ATLANTA) - Buoyed by strong Christmas and Valentin...

Obaku introduces new styles for Spring/Summer 2015

Obaku introduces new styles for Spring/Summer 2015

Obaku, makers of an exclusive collection of watche...

Rembrandt Charms® debuts new charm just in time for Mother’s Day

Rembrandt Charms® debuts new charm just in time for Mother’s Day

(WILLIAMSVILLE, N.Y.) - Rembrandt Charms debuts its...

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Jewelers for Children announces 2015 Rings of Strength Tour

Jewelers for Children announces 2015 Rings of Strength Tour

The 2015 edition of the Jewelers for Children Rings of Strength Tour will be held for Thursday, May 28, 2015 in Las Vegas. This will be the third inst...

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Southern Gates® debuts new Spring Collection

Southern Gates® debuts new Spring Collection

(CHARLESTON, S.C.) - The Southern Gates® 2015 Spring Collection is now available from The Cargo Hold, Inc. The 2015 Spring Collection includes more tha...

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Featured Articles

From flea markets to estate jewelry market leader

From flea markets to estate jewelry market leader

With Millennials marrying in record numbers, “something old” includes more than a handed down wedding dress. Ernest Perry, owner of Perry’s Fine Antiq...

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Latest News

Hoover & Strong reports Fairmined Gold gaining new ground in the U.S.

17 DAYS AGO
Hoover & Strong reports Fairmined Gold gaining new ground in the U.S.

In the Peruvian desert, lies a small gold mining town by the name of Relave. Families here have depended on small-scale mining since the 1980s when economic hardship and conflict drove numerous families to settle as informal miners. Starting out without basic infrastructure, they worked the tailings...

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JA offering Members Scholarships

17 DAYS AGO

(NEW YORK) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, funds scholarships for members on renowned industry diploma, professional development and certification programs. JA awards scholarships during the enrollment period from Februar...

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NCJA and SCJA to “horse around” at 2015

17 DAYS AGO
NCJA and SCJA to “horse around” at 2015

North Carolina and South Carolina jewelers will return to “horse around” together May 15-17 at the Marriott Grande Dunes in Myrtle Beach, SC.  The same dates as Triple Crown horse race Preakness Weekend!  The North Carolina Jewelers Association and the South Carolina Jewelers Association are togethe...

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Jewelers for Children announces 2015 Rings of Strength Tour

17 DAYS AGO
Jewelers for Children announces 2015 Rings of Strength Tour

The 2015 edition of the Jewelers for Children Rings of Strength Tour will be held for Thursday, May 28, 2015 in Las Vegas. This will be the third installment of the popular event. Start time will be at 5:30 a.m. outside the tour bus entrance at the Mandalay Bay Resort Casino.  Participants will be a...

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Chris Glaser forms CAD/CAM consultancy

17 DAYS AGO
Chris Glaser forms CAD/CAM consultancy

Chris Glaser is proud to announce the formation of his new company, Glaser Cad Cam Advisers, LLC. The new company began operation in February serving both retail and manufacturing jewelers’ CAD/CAM needs, providing revolutionary design software, EnvisionTec 3D Printing solutions and state-of-the-art...

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Jewel-Craft, Inc. announces acquisition of LogoArt®

17 DAYS AGO
Jewel-Craft, Inc. announces acquisition of LogoArt®

(ERLANGER, Ky.) - Jewel-Craft, Inc. announced it has officially acquired the thriving licensed jewelry manufacturer, LogoArt®, returning the brand to its original birthplace. The family-owned and operated full-service jewelry repair and manufacturing trade shop enters the licensed jewelry market with...

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Southern Gates® debuts new Spring Collection

17 DAYS AGO
Southern Gates® debuts new Spring Collection

(CHARLESTON, S.C.) - The Southern Gates® 2015 Spring Collection is now available from The Cargo Hold, Inc. The 2015 Spring Collection includes more than twenty new sterling silver items inspired by the historic wrought iron gates found throughout legendary gardens and courtyards.

The new Spring Collec...

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Obaku introduces new styles for Spring/Summer 2015

17 DAYS AGO
Obaku introduces new styles for Spring/Summer 2015

Obaku, makers of an exclusive collection of watches with a focus on simple, serene design, is pleased to introduce new styles for Spring/Summer 2015. Included are new styles in men’s watches with Super Luminous indexes and fully open designed dials in various sunray colors, including navy blue, gunm...

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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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