bom txi - kelly yurickconscious, preferring silver, mixed metals, and colorful stones. thi r: men...
TRANSCRIPT
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Bom T xi BOUTIQUE
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Bom T xi i
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Com ti & In u t Tre s➢ Olive + Piper➢ The Boho Boutique ➢ Etsy Freelance boutiques ➢ Kendra Scott➢ Kate Spade Jewelry
➢ Delicate pieces ➢ Pearls and diamonds over gems➢ Dark pieces stones and color in jewelry and
flowers for weddings
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How w e p?➢ Increase traffic to website
➢ Increase awareness of company
➢ Clarify and attract other target audiences
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Go l d O ec ➢ Growing new relationships with potential customers
➢ Find ways to get customers to complete their purchase, instead of leaving items in
the chart
➢ Grow interest for company by explaining the uniqueness of the products, which are
one of a kind pieces from India and they are authentic statement pieces
➢ Expressing that the company gives back to the Cleveland Community
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“The global fine jewelry market, comprising items made from precious metals and gemstones, has
shown a pattern of consistent growth over the past decade, almost doubling in size in terms of value”
Euromonitor for S&P Global Market Intelligence
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Sta n Je l M r e b he N r
December is the most popular month for the
jewelry market ($5 billion in sales); January is the
least popular month (less than $1.5 billion in sales)
U.S. online jewelry market is
an $8 billion/year
industry
(Grown 12.3% since 2012).
The global gems & statement jewelry
market is projected to surpass $443 billion by
2022
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Tar A di➢ Primary Target: Women 28-46➢ Secondary Target: Special Occasion (women)➢ Third Target: Men ➢ Other Channels:
○ Influencers○ Media ○ Business Partners
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Pri y T et: Wom 28-46Greater Cleveland Area:
Lauren - Working woman establishing career, wants statement pieces to stand out while attending events, $75,000 + salary, online shopper to save time, shops locally, loves Cleveland companies
Likes → Convenience, high quality, trendy & unique conversation pieces, Free People, Anthropologie
Responds to → Facebook, Pinterest, Instagram, giving back to CLE, CLE events (Cleveland Flea, trunk shows, etc)
More women than ever are self-sufficient professionals who
have their own disposable incomes to spend on their own
jewelry.
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Sec r Ta g : Spe Oc a n (Wom )Brides to-be, mothers of the bride, bridal party, wedding goers:
Kate - young, hip and unique, looking to give a unique gift to her bridal party with sentimental value
Likes → planning, being detail-oriented, having unique style, high quality, impressing her wedding party and wedding goers
Dislikes → being stressed, tradition
Responds to → Facebook, Pinterest, Instagram, bridal blogs, bridal magazines
“Edgy Brides” and “Vintage Romantic Brides” are most likely to opt for bold and colorful jewelry choices,
according to InStyleMag.Today’s 20-30 year-old brides are
described as environmentally conscious, preferring silver, mixed
metals, and colorful stones.
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Thi r : Men Boyfriend / Husband / Partner:
Jared - looking for a simple and easy gift by finding jewelry for partner
Likes → Giving interesting gifts, being able to find gifts easily (especially without having to leave home - online), knows that jewelry is a good gift for their partner, quick online purchases
Dislikes → Unhappy wife / girlfriend / partner, not knowing what to get
Responds to → Holidays specials, easy to shop, familiar products, Facebook
88% of jewelry purchased in the U.S. is for someone within the buyers household.
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Currently:
➢ 2,984 followers➢ 2,874 following➢ About 2,000 posts➢ About 100 likes per post➢ No reviews/testimonials➢ Busy photos➢ Content is both personal & professional
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Cre e Dr
Limited. Luxury. Love it.
Don’t be a minimalist when it comes to jewelry. &
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Med O e v➢ Digital Plan
➢ Media & Influencer Strategy
➢ Social Media Strategy
➢ Content Calendar
➢ On-Going “Buzzworthy” Events
➢ Key Points for Press Releases
➢ Potential Business Partnerships
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Dig Dom i n1. Obtain a DSP Company2. Pick the Platforms 3. Determine Details4. Run5. Measure6. Repeat
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Med i - Wom Cle n➢ Newspapers
○ (e.g. The Plain Dealer, Cleveland Jewish News “J Style”)➢ Magazines
○ (e.g. Cleveland Magazine, Mimi Magazine)➢ Local News Stations
○ (e.g. WKYC, Channel 5 News, Live on Lakeside)
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Med & In u n s Li - Wom O si Cle n
Potential Cities to Target:
➢ Pittsburgh➢ Chicago➢ Columbus➢ Cincinnati➢ Detroit
Overall Target Media Criteria:
➢ Lifestyle and fashion focused➢ Morning and noon TV news
stations➢ Major media outlets relevant to
area (broadcast, magazines, etc.)
➢ “Micro” influencers with a follower base of 10,000 or below
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In u n Pro m - In i /Out of C laDevelop a customized incentive program.
➢ Influencers receive an exclusive discount code to Bombay Taxi Boutique that they can share on social media.
➢ In exchange, influencer receives one free item or discount for Bombay Taxi Boutique.○ E.x. Daniel Wellington, a watch company
■ Influencers receive a free watch■ Promote a discount code to followers
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In u n s Li - Wom I Cle n➢ Bloggers/Influencers
○ Cleveland based “micro influencers,” at least 10,000+ followers
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Med & In u n s Li - Spe Oc a nMedia Outlets (Cleveland specific):
➢ The Knot➢ Weddings In Cleveland➢ Today’s Bridal➢ Style Me Pretty➢ Wedding Wire
Influencers:
➢ Weddings Planners➢ Bloggers planning their own weddings➢ Bridal Shop Owners
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Med i - Boy n , Hus d , Par r➢ Online
○ Potential trend/holiday articles Bombay Taxi Boutique can contribute to (ex. “10 Local Artisans That Your Valentine Will Love”)
➢ Overall, big push for paid digital advertising (as seen from the paid team)○ Digital Banners○ Mobile Ads○ Boosted Social Media Posts○ Search Engine Optimization on
Blog Posts
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Pri d aBronze Package Includes: $100
per month➢ Today’s Bride Planner Local Love
Ad➢ Weekly Prospecting Leads➢ Classic Profile Page on
TodaysBride.com➢ Table Top at either the Spring,
Summer or Fall Bridal Show➢ Extra marketing incentives at the
bridal show
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Pre l a - Key s➢ Women
○ Female-owned company○ Pieces are made in India and exclusive○ Pieces are versatile for any life event○ 10% of proceeds go to various charities
➢ Special Occasion○ Pieces are unique and one of a kind○ Pieces are versatile and reusable○ Fair price points○ Unique jewelry is a meaningful gift
➢ Boyfriend/Husband/Partner○ Jewelry is “a love language
between partners”○ Pieces are unique; cannot be
found anywhere else○ Various price points depending
on the occasion
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Soc Me - Bes c es P s i g
Media Platform When to Post Posts Per Day
Facebook Weekdays 1-4 pmWeekends 12-1 pm
2
Instagram Weekdays 11am-1pm,7-9pm
Weekends 12-1 pm
1.5
Pinterest Thursdays and Weekends 8-11pm
5-10
Blog Thursdays, Wednesdays, and Weekends by 11am
1
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In ag P s
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In ag P s
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Con t C e d
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Blog Posts Partnership Monday
Motivation Monday
Travel Tuesday
Wedding Wednesday
Tip Thursday
Feature Friday
Number of #MotivationalMonday Posts on Instagram: 1,083,266
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Mot i n Mo d - Exa l(Overlay quote to slightly match specific jewelry if at all.)
Quotes:
➢ “Power’s not given to you. You have to take it.” - Beyoncé Knowles Carter➢ “The most difficult thing is the decision to act, the rest is merely tenacity.” - Amelia Earhart➢ “If you don’t risk anything, you risk even more.” - Erica Jong➢ “You can never leave footprints that last if you are always walking on tiptoe.” - Leymah Gbowee➢ “Step out of the history that is holding you back. Step into the new story you are willing to create.” -
Oprah Winfrey➢ “Spread love everywhere you go. Let no one ever come to you without leaving happier.” - Mother
Teresa➢ “A surplus of effort could overcome a deficit of confidence.” - Sonia Sotomayor➢ “You can be the lead in your own life.” - Kerry Washington➢ “If you can’t go straight ahead, you go around the corner.” - Cher➢ “Don’t live life in the past lane.” - Samantha Ettus➢ “Many receive advice, only the wise profit from it.” - Harper Lee
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Con t C e d
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Blog Posts Partnership Monday
Motivation Monday
Travel Tuesday
Wedding Wednesday
Tip Thursday
Feature Friday
Number of #TravelTuesday Posts on Instagram: 688,665
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Tra T es
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Con t C e d
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Blog Posts Partnership Monday
Motivation Monday
Travel Tuesday
Wedding Wednesday
Tip Thursday
Feature Friday
Number of #WeddingWednesday Posts on Instagram: 672,719
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Wed g W es - Exa l
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Con t C e d
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Blog Posts Partnership Monday
Motivation Monday
Travel Tuesday
Wedding Wednesday
Tip Thursday
Feature Friday
Number of #TipThursday Posts on Instagram: 6,447
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Tip s
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Con t C e d
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Blog Posts Partnership Monday
Motivation Monday
Travel Tuesday
Wedding Wednesday
Tip Thursday
Feature Friday
Number of #FeatureFriday Posts on Instagram: 120,965
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Cus r P o s➢ Use of customer photos
with the jewelry pieces will create interaction.
➢ Have them write a short description on why they like the piece.
➢ Request photos through the newsletter.
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Fe t e F d
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Soc Me am n ➢ Social media takeovers
○ Drives a large variety of audiences i. Approx. 1 campaign/monthii. Stand out in the market by
collaborating and bringing in broad audiences
iii. Low cost
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Med a er
The Ide :
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➢ Why Facebook?○ Billions of users○ Post sharing○ Budget friendly○ Versatility on ad choice
Fac o Ad ➢ Advertisement costs
○ Set daily or lifetime budget
○ Given the best advertising options for desired budget
○ Performance will be tracked
○ Option to edit
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On-Go n “Buz r y” Eve s
➢ Women○ International Women’s Month events○ Women’s Summit○ Christmas Parties
➢ Special Occasion○ Cleveland Bridal Show○ Michigan Bridal Fashion Show○ Pittsburgh Bridal Showcase
➢ Boyfriend/Husband/Partner○ Valentine's Day/Sweetest Day○ Christmas○ Birthday○ Anniversary
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Pot al B es P t s i s➢ Wedding
planners
➢ Bridal stores
➢ Trendy boutiques
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Cre e - Out
Brand colors: Logo fonts:
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Log le :
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Tar n Me➢ Introduce a new line of tie
clips, cufflinks, etc. ➢ Social Campaigns
○ Infographics for social (primarily Facebook)
○ Use comedy/brevity to grab attention quickly
○ Make an easy CTA
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Web Bes c es
➢ Use a different website platform/ better leveraging
➢ Simplify product shots while still keeping color
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Nex p➢ Partner with local shops
➢ Highlight community involvement
➢ Hire an intern
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An u s o s?
We hope you enjoyed!