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The Story Behind the Stone: Diamond & gemstones cut to push light performances

The Story Behind the Stone: Diamond & gemstones cut to push light performances

Transparent gemstones and diamonds are magnets of ...

Jewelers for Children announces 2016 Rings of Strength Tour

Jewelers for Children announces 2016 Rings of Strength Tour

Bike, run or walk to help children in need

Jewelers...

South Carolina jeweler re-opens after second theft

South Carolina jeweler re-opens after second theft

“But those who suffer he delivers in their sufferi...

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Could more acidic oceans mean less pearls?

Could more acidic oceans mean less pearls?

Increasingly acidic sea conditions have been shown to weaken the shells of pearl oysters—but it appears these mollusks are pretty resilient creatures.

AsianScientist (Jan. 29, 2016) - Pearls have adorned the necklines of women throughout history, but ...

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Industry Events

Midwest Jewelers Conference & Show - A new show with a history

Midwest Jewelers Conference & Show - A new show with a history

 

The 2016 Midwest Jewelers Conference & Show (MJC) is the “new” Jewelers Educational Conference, a regional jewelry conference and show that has been held biannually in suburban Kansas City, Missouri for 16 years. The name change, along with a mo...

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On The Move

Texas Institute of Jewelry Technology awards outstanding students

Texas Institute of Jewelry Technology awards outstanding students

An awards ceremony was held for students attending the Texas Institute of Jewelry Technology (TIJT) at Paris Junior College at the end of the fall semester.

Winners of a student design contest were: Jonathan Martin in CAD/CAM, Tony Henderson in Wax Ca...

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What's New

Jewelry Website Designers rolls out exciting new website

Jewelry Website Designers rolls out exciting new website

Jewelry Website Designers (JWD), a leading designer of websites for the jewelry industry, has announced the launch of a completely new website ( www.jewelrywebsitedesigners.com ) for 2016 that includes more intuitive navigation, and a line up of valuab...

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Featured Articles

Esperanza Diamond Tour starts in Arkansas

Esperanza Diamond Tour starts in Arkansas

Hailed as most valuable diamond ever found in U.S.

There are events that happen with such incredible timing and good fortune it almost seems like divine intervention is at work. Such is the case with the 8.52-carat Esperanza Diamond rough. From its se...

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Latest News

Could more acidic oceans mean less pearls?

2 DAYS AGO
Could more acidic oceans mean less pearls?

Increasingly acidic sea conditions have been shown to weaken the shells of pearl oysters—but it appears these mollusks are pretty resilient creatures.

AsianScientist (Jan. 29, 2016) - Pearls have adorned the necklines of women throughout history, but some evidence suggests that the gems’ future could...

Readmore

World's top 10 rookie gold mines

2 DAYS AGO
World's top 10 rookie gold mines

These high-grade mines will soon start competing with gold mining's industry leaders

The gold market is not a traditional mineral commodity market where one is able, under certain assumptions and limitations, to analyze supply/demand relationships and to make reasonable forecasts regarding future pri...

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Jewelers for Children announces 2016 Rings of Strength Tour

4 DAYS AGO
Jewelers for Children announces 2016 Rings of Strength Tour

Bike, run or walk to help children in need

Jewelers for Children (JFC) will hold the fourth installment of the very popular Rings of Strength on Thursday, June 2 in Las Vegas. Start time will be at 5:30 a.m. outside the tour bus entrance at the Mandalay Bay Resort Casino. Participants will be able to...

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Midwest Jewelers Conference & Show - A new show with a history

4 DAYS AGO
Midwest Jewelers Conference & Show - A new show with a history

 

The 2016 Midwest Jewelers Conference & Show (MJC) is the “new” Jewelers Educational Conference, a regional jewelry conference and show that has been held biannually in suburban Kansas City, Missouri for 16 years. The name change, along with a move to Kansas City’s downtown Power & Light Ent...

Readmore

Texas Institute of Jewelry Technology awards outstanding students

4 DAYS AGO
Texas Institute of Jewelry Technology awards outstanding students

An awards ceremony was held for students attending the Texas Institute of Jewelry Technology (TIJT) at Paris Junior College at the end of the fall semester.

Winners of a student design contest were: Jonathan Martin in CAD/CAM, Tony Henderson in Wax Carving and Andrew Ferguson in Fabrication and Desig...

Readmore

Industry veteran Michael Haider joins Taché USA as VP of Sales

9 DAYS AGO
Industry veteran Michael Haider joins Taché USA as VP of Sales

(NEW YORK) – Taché USA, a leading manufacturer of fine diamond jewelry, from bridal to fashion, is pleased to announce that industry veteran Michael Haider has joined the company as Vice President of Sales.

Michael will have the responsibility of working with existing customers as well as developing n...

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Jewelry Website Designers rolls out exciting new website

4 DAYS AGO
Jewelry Website Designers rolls out exciting new website

Jewelry Website Designers (JWD), a leading designer of websites for the jewelry industry, has announced the launch of a completely new website ( www.jewelrywebsitedesigners.com ) for 2016 that includes more intuitive navigation, and a line up of valuable add-on services enabling independent jewelers t...

Readmore

JVC releases “Getting It Right - JVC’s Guide to Quality Programs for Jewelers”

15 DAYS AGO
JVC releases “Getting It Right - JVC’s Guide to Quality Programs for Jewelers”

(NEW YORK) - JVC has announced the publication of its latest guide - “Getting It Right – JVC’s Guide to Quality Programs for Jewelers” - published with a generous grant from International Gemological Institute (IGI).

The latest publication from the JVC provides simple and useable tools for all jeweler...

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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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