There was a time, not too long ago, when new jewellery designers, manufacturers or traders would set up shop and rely on world of mouth plus a few strategically placed print ads to get the word out about their businesses. They then would sit back and hope that prospective customers would beat a path to their doors. Sometimes it worked and sometimes it did not.
That was then. Today, while a new generation of designers, manufacturers and traders ply their crafts and occupations in ways that essentially are similar to those who preceded them, the tools by which they market their products, target and reach their prospective customers, and then communicate are radically different, considerably more sophisticated and often more effective.
In February 2004 Facebook was launched as a social media website to connect Harvard students with one another. Sixteen years later, it has more than 2.6 billion monthly active users, connecting about 35 percent of all human beings on the face of the earth. YouTube and Whatsapp both have more than 2 billion monthly active users, China’s WeChat about 1.2 billion and Instagram more than 1 billion. And then there is Twitter, Pinterest, SnapChat, Tik Tok and a myriad of others.
Together, the social media represent the most pervasive and functional marketing communications infrastructure in the history of mankind, not only because they are enabling companies to locate with pinpoint precision customers that they would have been unlikely to reach just several years ago, but also because they engage with them through influencers whose opinions the customers trust and rely upon.
As they have in many business sectors, the social media are changing the rules of the game in the jewellery trade, and demanding that its participants develop new set of skills and operating procedures. These will be investigated in the 13th Jewellery Industry Voices webinar, which is entitled “Social Media Marketing: Jewellery’s Brave New World.”
As always, an expert panel of speakers has been assembled. It includes Ben Smithee, CEO of the Smithee Group, a New York-headquartered digital growth agency that provides businesses with a suite of digital marketing and media solutions and who has worked with major corporations from outside and inside the jewellery business, including Coca-Cola, McDonald’s, Del Monte, Signet, Rio Tinto, and many more; Preeta Agarwal, a well-known New Delhi based blogger, whose company Preeta Agrawal Workroom provides marketing consulting services to jewellery brands; David Brough, the London-based co-founder and editor of the digital trade magazine Jewellery Outlook, who has tracked the growing use of the social media in the industry; and Sarah Ho, whose London-headquartered jewellery brand has skillfully used the social media in growing its success.
The webinar, on Thursday, July 16, 2020, will be moderated by Edward Johnson and Steven Benson, and hosted by CIBJO President Gaetano Cavalieri. It will start at 9:00 AM New York, 2:00 PM London, 3:00 PM Milan, 5:00 PM Dubai, 6:30 PM Mumbai, 9:00 PM Hong Kong.
CIBJO’s Jewellery Industry Voices webinar series is produced with the support of the Italian Exhibition Group, organiser of the VICENZAORO jewellery shows.