Look Book

24 www.thejewelrybook.com 24 www.thejewelrybook.com 2 0 16 C H E C K L I S T M A R K E T I N G Holiday Season: Check! Serious Rest: Check! Inventory: Check! Now it's time to map out your success plan for 2016! The key to achieving your goals is setting the plan early (read: NOW!) while you have a few moments to breathe. Here are six key marketing To Do's to keep in mind when building your framework for a successful New Year. SET YOUR GOALS 1. Clearly establish what you hope to accomplish. What do you want to achieve in the coming year? More traf- fi c? Increase in sales? New clients? Once you have set your goals, decide how you will achieve them. Will you continue as you did in 2015? Update your collection offerings with alternative brands and designers? Add new marketing programs to the mix? Hold training seminars or run sales incentives to invigorate your staff? 2. Defi ne your overall messaging. What does your store stand for? What do you want to be known for in your market? The go-to for engagement rings? A designer's paradise? The one-stop-shop for all things jewelry? Clearly defi ne your point of differentiation in the mar- ketplace and then how you will translate that messaging month to month and season to season. PLAN YOUR ADVERTISING BUY 1. Pick Your Media Partners – Will you remain with your 2015 partners? Add something new to the mix? Is it time to dive into digital? Or invest in Facebook advertising? 2. Be strategic in timing – Utilize your budget to the max, allocating funds to key selling seasons; if extra budgets exist, try advertising during normally dark times (i.e. August) to stand out and make some noise! 3. Maximize co-op dollars with brand and designer part- ners – Be sure to utilize all funds that you accrue. Work with your brand partners to forecast sales and invest those dollars accordingly. 4. Utilize your added value – Be sure to make your advertising dollars go beyond the pages of magazines. Negotiate added value programs that brings your adver- tising to life, such as event support, in-book promotions, social media tags. BUILD YOUR SOCIAL MEDIA STRATEGY 1. Pick Your Platforms to Focus On – Everyone isn't good at everything, so don't try to be! Pick one or two platforms that make the most sense for your business, your market, and reaching your clients. 2. Schedule Out a Timeline of Topics – Build an annual schedule than can be added to as each month approaches. Choose themes, and plan out the easy ones fi rst: birthstones, holidays or designer of the week. Next, move on to supporting events, both within your store, such as designer PA's or community-wide happenings. 3. Utilize programs such as Buffergram or ScheduGram to plan posts ahead of time, but be sure to check your feed to respond to comments and inquiries! FILL YOUR DATE BOOK (AKA Set Your Event Calendar) 1. Plan for key event times: Valentine's Day, Mother's Day, Father's Day, Hanukah, Christmas. 2. Work with key designers to layer in trunk shows throughout the year. Yes, many will want to come at the traditional/key times of year, but customers have BY REBECCA MOSKAL Prepare Now, Succeed in the New Year Your 2016 Marketing Check List Succeed in the New Year

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