08272016Sat
Last updateTue, 23 Aug 2016 8pm
Retailers “ready to buy” at the Atlanta Jewelry Show

Retailers “ready to buy” at the Atlanta Jewelry Show

The doors of the Atlanta Jewelry Show opened to mo...

Kentucky Jeweler identifies credit card scam

Kentucky Jeweler identifies credit card scam

One occurrence is an anomaly. Two instances of a p...

24K Club SEUS honors Mark & Rhonda Jacobson with 2016 Jeweler of the Year Award

24K Club SEUS honors Mark & Rhonda Jacobson with 2016 Jeweler of the Year Award

(SMYRNA, Ga.) - Mark and Rhonda Jacobson, owners of...

Jeweler helps staff with gun safety training

Jeweler helps staff with gun safety training

Sales and support staff in jewelry stores across t...

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Industry Events

JIS to relocate to Ft. Lauderdale during Miami Beach Convention Center renovation

(NORWALK, Conn.) - Jewelers International Showcase (JIS) provides the jewelry industry with three impressive buying and selling opportunities each year at the Miami Beach Convention Center - JIS Miami January, JIS Miami April and JIS Miami October (Oc...

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On The Move

24 Karat Club SEUS inducts new members

24 Karat Club SEUS inducts new members

The 24 Karat Club Southeastern United States (24K Club SEUS) welcomed two new members at their Forty-Second Annual Banquet held at the Atlanta Country Club on August 6. The 24K Club Class of 2016 includes Stark Harbour, owner Southern Jewelry Insuran...

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What's New

HOLLIS BAHRINGER expands line of men’s designer jewelry

HOLLIS BAHRINGER expands line of men’s designer jewelry

(NORWALK, Conn.) - HOLLIS BAHRINGER, a leading manufacturer of contemporary metal men’s jewelry is proud to announce the release of six new collections to its assortment. Adding both natural white diamonds and black diamonds, this season’s additions b...

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Featured Articles

Retailer Roundtable: What are the biggest challenges facing today’s independent retail jeweler?

Retailer Roundtable: What are the biggest challenges facing today’s independent retail jeweler?

Q: What are the biggest challenges facing today’s independent retail jeweler?

“As an independent retail jeweler we are constantly facing many challenges ranging from competing big box stores, other independent jewelers, a declining consumer interest i...

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Latest News

Lockheed Martin Files Patent to 3D-Print Diamonds

3 DAYS AGO
Lockheed Martin Files Patent to 3D-Print Diamonds

Aerospace company Lockheed Martin filed a patent for making synthetic diamonds from 3D printing.

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Digging underway in search for “Nazi Gold Train”

3 DAYS AGO
Digging underway in search for “Nazi Gold Train”

WALBRZYCH, Poland — A group of explorers has begun digging in southwestern Poland in a quixotic search for a buried Nazi train said to be filled with stolen gold, gems and artworks — despite experts’ doubts that the train even exists.

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JIS to relocate to Ft. Lauderdale during Miami Beach Convention Center renovation

3 DAYS AGO

(NORWALK, Conn.) - Jewelers International Showcase (JIS) provides the jewelry industry with three impressive buying and selling opportunities each year at the Miami Beach Convention Center - JIS Miami January, JIS Miami April and JIS Miami October (October being the 2nd largest jewelry trade show in ...

Readmore

Retailers “ready to buy” at the Atlanta Jewelry Show

17 DAYS AGO
Retailers “ready to buy” at the Atlanta Jewelry Show

The doors of the Atlanta Jewelry Show opened to models draped with pearls, welcoming buyers to a bright show floor brimming with new products and collections from first-time and long-time vendors. Held from August 6 to 8 at the Cobb Galleria Centre, the show’s robust agenda of events included educat...

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24 Karat Club SEUS inducts new members

10 DAYS AGO
24 Karat Club SEUS inducts new members

The 24 Karat Club Southeastern United States (24K Club SEUS) welcomed two new members at their Forty-Second Annual Banquet held at the Atlanta Country Club on August 6. The 24K Club Class of 2016 includes Stark Harbour, owner Southern Jewelry Insurance and Michael Lebowitz, Director of Jewelry White...

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IDD named Leading Jewelers Guild “Vendor of the Year”

10 DAYS AGO
IDD named Leading Jewelers Guild “Vendor of the Year”

IDD Jewelry of New York, an industry leader in basic diamond jewelry and bridal programs, was recently honored as the “2016 Vendor of the Year” by the Leading Jewelers Guild. As voted by the members of the group, the award recognizes excellence in customer service and innovative product. Already the...

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HOLLIS BAHRINGER expands line of men’s designer jewelry

3 DAYS AGO
HOLLIS BAHRINGER expands line of men’s designer jewelry

(NORWALK, Conn.) - HOLLIS BAHRINGER, a leading manufacturer of contemporary metal men’s jewelry is proud to announce the release of six new collections to its assortment. Adding both natural white diamonds and black diamonds, this season’s additions bring an ultra premium selection to the already exc...

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ASHI introduces Lovebright Essentials

3 DAYS AGO
ASHI introduces Lovebright Essentials

Offers big look, great price on diamond basics

Studies have shown that basic styles account for as much as 50% of a jewelry store’s total sales. ​ASHI presents Lovebright Essentials, a new ​POS ​program focused on helping you showcase and sell more ​of these ​basic, fast turning, full margin styles​....

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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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