I want to share a proven strategy for advertising a jewelry business during the trade show. This strategy helped us to be a leader in sales. If you are a jewelry business attending a trade show or a jewelry trade show organizer, this blog post is for you.
The blog post is divided into 3 parts.
- Part one, is for trade show participants. Here you will learn how to significanly increase revenue (by X5) during the jewelry trade show.
- Part two is for a trade show organizers. This part will help you to get more jewelry business owners to attend your trade show. Also build and expand existing jewelry businese database to laverage for the next trade shows.
- Parth three is suitable for both, trade show organizers and sellers. I call this part the “Armageddon Strategy”.
1. Marketing Strategy for Trade Show Sellers
This strategy requires an established eCommerce website. I suppose everyone who reads it has an eCommerce. During the last years (2018-2019), trade show sales were not successful for my client. However, we have been continuously getting success with the E-commerce and retail shop by empowering them with digital marketing strategies.
I started thinking about how we can support our trade show sales with digital marketing… And it was pretty easy for me to figure it out. Before the trade show starts, we launch a digital marketing campaign targeting people interested in jewelry from a location where the trade show took place. Like this:
It’s just an example of targeting using Facebook and Instagram advertising. You can do similar stuff with any marketing platform, including Google, Youtube, Twitter, Linkedin, etc.
In our first marketing campaigns, we are showing eye-catching products to make potential clients visit our eCommerce store:
In that way, we are acquiring potential buyers online from a specific city, also make them visit our website. Some of them are buying directly from the website, another part is calling and buying via phone, and most of them are just browsing and leaving.
But how do we make this majority who left and the ones who already bought come to the trade show?
It’s easy, especially when dealing with someone who already knows about your product and brand. Our first marketing campaign makes it happen.
The second marketing campaign that we create is called Remarketing. 40-60% of sales are coming from remarketing.
When we have a trade show, we do a remarketing campaign for a specific city. In that way, we can use a particular message where we are inviting the majority and existent buyers from specific cities to visit us:
Here is the example of the remarketing campaign where we invite the audience who already know our brand to visit us:
To summarize, we always run a 2 level marketing structure.
One is sending people to the website without mentioning that we are going to attend the event.
The second marketing campaign invites you to visit us at a trade show.
This strategy increased our trade show sales by X5 compared to past trade shows at the same place.
2. Part two, Marketing Strategy for Trade SHOW organizer (B2B)
I already have some blogs about B2B Jewelry and Luxury Marketing Strategies for Manufacturers. It seems that I’m the only one who wrote about it.
Here, you have to apply the same principle as in strategy number one, but your timeline, targeting, and messaging become different. Also, you have to use multichannel marketing to ensure you reach as many jewelry business owners as possible since we are dealing with a limited B2B market.
Linkedin Jewelry B2B lead generation:
Facebook and Instagram Jewelry B2B lead generation
And of course Google Jewelry B2B Marketing Campaigns
Just think about what jewelry business owners are searching for online? Maybe “buy gold in bulk,” “Rapaport,” or “jewelry marketing,” “GIA,” etc. Analyze jewelry business owners’ intent and target based on it. You can create an audience based on the search intent.
3. For both, organizers and sellers. The “Armageddon Strategy”.
This strategy requires the trade show organizer to offer digital marketing support for each attendant with e-commerce. In that way, the organizer took the responsibility to implement the strategy I revealed in part 1.
You also can include the cost of promotion in your event fees. Imagine, if you do that, how effective your trade show will be. Everyone who is going to attend it will be promoting themselves and your trade show. Win-win.
In most cases, the jewelry businesses don’t have enough knowledge to create this type of strategy, so take control over it and make your trade show well known worldwide.
Empower your events with digital marketing strategies. It 100% helps better than any other traditional approach, not only to get predictable sales but also to make lifetime customers.
We have many clients from events buying online every month and leaving us thousands of dollars in profit, even now, during the COVID-19.
What are you waiting for?
Read more jewelry marketing blog posts that will help you grow your business:
Luxury Jewelry Marketing 1500% ROI from Facebook Advertising [Case Study]
Jewelry Branding, How to Dominate the Customer and Sell More
34 Jewelry Conversion Rate Optimization Strategies
Jewelry Advertising Mistakes, Analytics, Examples, and Channels