How And Why Strategically Marketing During The Holidays Definitely Pays Off! Part Two
Hopefully after initially reading and re-reading part one of this ongoing series. You at least partially recognize and now have a much deeper understanding of “how’ and ‘why” strategically marketing during the holidays can be or quickly become a potential goldmine, correct?
Because it’s no secret there is a ton of outside and inside financial and emotional pressure on your all too typical offline, mom & pop, non franchised, single location retail jeweler, correct? Far more than readily meets the eye.
For one thing the ages of your all too typical, single location, non franchised retail jeweler is easily between mi to late 40’s and mid to late 50’s. And probably 30-75% of them are not too Internet marketing savvy? Say what? Which explains “why” a staggering 60-90% of them….
Why Consistently Growing A Business Or Service Requires Both Skills And Understanding Of All Kinds!
Quickly following up on that last thought in the previous paragraph. A staggering 60-90% of todays single location, non franchised, mom & pop offline retail jewelry stores owners.
Who fall somewhere between the ages of mid to late 40’s and early to mid 60’s. The vast majority of them have little on no clue whatsoever about “how to” systematically and strategically leverage the undeniable Internet marketing/promotional power of the Internet. Which explains ‘why’ they still don’t have a state of the art WordPress e-commerce site or blog.
And a staggering 80-95% of them aren’t using any type of reputable, paid email service provider of any kind. Which explains why the vast majority of the millennial’s within their immediate area.
Has virtually no idea they even exist. Say what? Because let’s (all!) face it already. The millennial’s grew up not only grew up embracing the Internet. But your or my Internet presence is one of their main evaluation criteria they use. In order to decide “who” they’re going to do business with. Especially long term, correct?
Think of a CFP (Certified Financial Planner) who for whatever reasons. Didn’t have a cellphone and their company didn’t have a website of any kind. “How’ does or would that stack up versus their current and future competitors? Bingo
So What In The World Do The Previously Listed Issues Possibly Have To Do With Successfully Marketing Your Business Or Services During The Holidays?
Patience entrepreneur we’re slowly getting there. First of all. First of all, because lots of older more seasoned retail jewelers are not too savvy when it comes to effectively utilizing social media. So many don’t even bother.
And their younger audience expects, almost demands some sort of proactive social media presence, right? These older vendors are constantly missing out on a ton of potential first time consumers. (And their long term, positive word of mouth and mouse engagement.)And potentially profitable, long term power networking opportunities as well.
And according to recent stats. At last count at least 10% of all retail jewelry purchases are currently being made online. And the overall trend is only going to continue.
And because the online retailers can virtually eliminate the middle man wholesaler. They can and do pass a good percentage of those savings on to their end buyer consumers. Who are millennial’s by an ever growing percentage.
There’s Simply Far More Initial Front End Costs Associated With Running And Managing An Offline Bricks And Mortar Retail Jewelry Business!
The above mentioned constantly places even more pressure on these offline vendors to raise their overall prices. Because of their steadily shrinking customer base. Plus a certain percentage of them have virtually no one else in line to sell or co-own these business ventures with.
Their kids or the millennial-s in general, (or their grandchildren who are millennial-s ) in particular have little or no interest in running an offline retail jewelry business of any kind. And the combination of lagging retail sales, incredibly fierce competition from savvier and savvier online competitors.
And virtually little meaning online marketing know “how’ on their part. And they or you have a semi stagnant business venture. Which is not only hard to sell at top retail prices. But’s equally hard to attract any type of reliable investor capital of any kind.
“What” incredibly savvy VC (Venture Capitalist) or an AI (Angel Investor) is willing to risk their capital on business model than resembles a dinosaur? Exactly.
So it only stands to reason entrepreneur. If any profit seeking retailer has no real clue about strategically marketing during the holidays. Especially when it comes to utilizing, or at least systematically A/B split testing various non traditional marketing strategies and tactics.
Their long term gross front and back end profits are going to continually lag behind their more Internet and social media marketing competitors. Agreed?
So going forward. Especially if your offline bricks and mortar retail jewelry store isn’t all that Internet or social media marketing savvy. Entrepreneur you’d definitely better make it your business to ‘discover” how and why strategically marketing during the holidays is more than worth it. Don’t you agree?
P.S. Now as is customary during this part of our show. Please share your extremely valuable comments (in the comments section below)
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