The Marketing Secrets Of The Smallest Jewellery Store

A little pitiful.

In Philadelphia, there is a rather unusual billboard.

this

Go home and surf the Internet, if you happen to be curious to visit that.

Most jewelry stores focus on the sale of engagement rings, and Steven Singh jewelry stores are different.

The whole page is full of bracelets, earrings and necklaces. You don't have to buy rings. You have many choices.

Obviously, for shoppers, shopping experience is not so common.

Throughout the history of the shop, you can see that in 1980, there was a 22 year old boy named Steven Singh, who opened the smallest jewelry store in the world (about 2.5 meters long and 2.5 meters wide), located in Jewelry Row, Philadelphia, which is now the oldest jewelry District in the United States and the second largest jewellery area in the United States.

How did Steve Singh turn a humble shop into a well-known jewelry store?

1. a number of activities are carried out in a fixed and long term.

The reason why Steven Singh jewelry store's marketing work is effective is partly because people living in Philadelphia have seen the jewelry store for many years.

The marketing activities of the jewelry store are not only the nature of enterprise activities, but also part of community activities.

Because of the marketing activities of the company, people have unanimously identified the value of this jewelry store.

2. arouse people's curiosity.

When someone saw the billboard for the first time, they were very curious. Why do people hate Steven Singh so much? It aroused people's curiosity and asked them to take the initiative to learn more information. Later, just like me, they linked the website of the company.

On the website, Steven Singh jewelry store tells people about its story, how it was created, and then provides visitors with useful information about gemstones.

If you happen to have friends who want to buy jewelry or diamonds in Philadelphia, this is a good story.

3. have core regional markets.

This jewelry store is a retail store in Philadelphia.

Generally speaking, small businesses want to expand the market area of their core businesses in order to seek greater opportunities for development.

But Steven Singh put a lot of energy on the local market. After that, the development of other regional markets depended entirely on word of mouth.

4. focus on groups that competitors never pay close attention to.

Most jewelry advertisements are aimed at women. Jewelers believe that women who buy jewelry are decision-makers, or that women are the primary buyers.

All marketing activities launched by Steven Singh seem to pay more attention to men.

For example, the home page of the jewelry website captures the psychology of men, and the content of the website is mainly aimed at male readers rather than female readers.

The potential message from the jewelry store seems to be: "we know you."

5. personalized enterprise publicity activities.

Steven Singh of the jewelry store is a real person, which gives the brand strong personality and helps the company to carry out promotional activities.

The success of the jewelry store also stems from the fact that the founders have launched many activities to integrate the enterprises into the community. At the same time, he is also willing to make articles on his own name and guide people to have dialogues in the form of advertisements.

6. create an influential activity.

Every year, the jewelry store will hold an event: the largest bubble bath in the world (World 's Largest Bubble Bath).

Although this activity is obviously a publicity gimmick, it shows the intention of the jewelry store: to create some memorable experiences for new and old customers, so that they can return to jewelry stores every year to have a look.