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25 www.thejewelrybook.com Bob Dylan's lyrics are as relevant today as they were when he wrote them in 1963. The time's they are a'changin' my friends, and there's no time to waste. A new year. No better time to recharge, re-energize, and reassess your business goals. No longer okay to conduct business as you always have. No more status quo. Disrupt or be disrupted. To be rel- evant in this digital era of anytime, anywhere, anyplace necessitates a strategic plan. Feelings trump facts. So we rely on friends, family, trusted infl uencers and our own gut instincts. Social media is necessary. Use it wisely but use it. Social media, as its name says, is social. Humanize your online presence. Interact and engage with your custom- ers. Choose your tone. Respond. React. Be authentic. Engage in online relationships and reap loyalty and advocacy. People want you to make them feel good. Delight them and surprise them. Know that you must create experi- ences that consumers value. Tap into a sense of wonder, of excitement, of lasting memories. Consider: Matching personality type with jewelry sugges- tions, online and in-store. • Create a reason to act now: "Buy now" and "share now". • Offer an incentive/something special to come visit your store. Maybe an exclusive in-store or at-home appointment that includes a beverage of customer's choice, or a gift certifi cate to a local spa or manicurist. Share stories in-store and online. Tell your own story and have your customers share theirs. Create emotional connections. • What made you choose this line of work? • Share stories about your family, your interests, your hobbies, your adventures. Not all at once of course! • Post photos of you, your friends, strangers, employees wearing designers that you carry. • Share the reasons you choose your designers. • Level of craftsmanship, exclusivity, etc.. • Commitment to humane conditions. • Profi le your designers and ask them to share their stories in their own voice(s) • Do the same with your employees and your customers. • Invite all to share their stories and photos online • Provide suggestions: • Share your engagement story. • Share your most memorable piece of jewelry and tell us its story. • Ask for photos. • Ask for suggestions. Give back to your community – online and in-store • If relevant, share volunteer or charitable efforts of you and your employees. Above all, be emotionally engaging. You need to stand out from the crowd. Already I can hear your excuses. We're too small. We're a luxury brand. Social media doesn't work. I implore you to fi rst understand what you are trying to achieve. Set a strategy that addresses customer and business needs. Set clear and measurable performance indicators. Test. Learn. Continue with what works and discontinue or modify what doesn't work. Focus on social media that is most relevant to your business. Mix and match the physical and digital worlds. Keep in mind that nothing – not a single piece of jewelry nor a single communication – works as a stand-alone. Be tenacious in your efforts and follow your strategy. So as we head into 2017, realize that personal con- nections are paramount. That an exchange of ideas, information, and insights begets relationships. And relationships foster advocacy and generate awareness, which in turn drive business. To sum up: "In a world where almost every aspect of our lives is somehow tethered to technology, experienc- es that engage our bodies, our senses and our souls are at a premium. Digital is what we've become but visceral is what we crave." (Source: Doug Stephens, futurist and author behind Retail Prophet.) As always, please send comments and ideas for future columns to: rcrc@@me.com Here's to a successful 2017! An award-winning creative strategist and integrated marketing communications pro. Sonoma resident Bobbi Cohen helps compa- nies around the world engage with their desired audience. B U S I N E S S N O T A S U S U A L M A R K E T I N G R E P O R T Bobbi Cohen

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