Advertising is the best way to communicate to the customers. Advertising helps inform the customers about the brands availability in the market and the variety of products useful to them. Businesses use advertising to accomplish varied goals and companies place those ads in diverse media. Advertising in Jewellery Industry depends more on visibility and existence. It is mainly based on reputation and till date, it’s not considered as the value contributor in Brand Building. However, advertising has been recognized as a mandatory corporate asset and part of organization structure over a period of time.
“The main objective of advertising is to get the word out that you have something exciting to offer”, says George Felton, an author of “Advertising: Concept and Copy.” Jewellers use advertisements to communicate a whole lot through different media platforms!!! It can be anything from an upcoming entertainment event you’re promoting to a new product line you’re selling, or a new store launch. Whether your promotion takes the form of print ads, commercials, billboards or handbills, the content adheres to the rules of journalism by identifying who, what, when, where and why.
Awareness: Advertising helps to raise awareness of issues of your target audience, with which they may be unfamiliar. It also educates them on the related benefits of your product. Institutional advertising is not really designed to increase sales, but is structured to promote a good image of the company or product. This perception hopefully translates into future sales. Even if the consumer doesn’t buy the product right now, the company gets the opportunity to successfully portray its brand identity to the consumers in the market. A popular example of this is Kalyan Jewellers. Post its IPO, Kalyan Jewellers launched an extensive campaign educating its consumer and build confidence in them. The campaign illustration emphasized on attributes of sound buying. Once only known in southern India, the campaign boosted visibility and footfalls of Kalyan Jewellers across India.
Aids in promoting events and offers: Jewellers float various discount offers during major festivals such as Akshay Tritiya, Deepavali, Gudi Padwa, Dhanteras, etc. The activity helps pull consumers to induce trial and strong business prospects for the advertisers.
Launch of a new boutique/store/product: Adverting informs the consumers about new store launch or product. Print ads, TV commercials, WhatsApp videos and social media marketing are a few of the fastest form of quick advertising. It is easier for the business to reach a vast number of audiences by advertising. PC Jewellers and TBZ-The original are the examples that resorted to new launch advertising campaign for retail chains across India.
Retention: An ongoing advertising campaign is essential in reminding your existing customers that you’re still around. In a troubled economy where so many jewellers are going out of business, maintaining a strong presence through regular ads, fliers, postcards, events and a dynamic website is invaluable for long-term relationships. This also serves to attract new customers who may not have been in need of your products or services when you first opened, but are now pleased to have their memories jogged.
Brand Image: Advertising creates goodwill and helps in building a brand’s image in the market. Repeated advertisements make branded products and services very popular. People tend to show a more trustworthy attitude towards advertised brands over non-advertised ones. Well-known branded products are usually made from quality raw materials and hence, they are preferred by most consumers. As a result, the demand for branded products increases.
Moonstruck is an Advertising Agency in India with expertise in branding for various gems & jewellery industries, i. e., Palak Jewellers, Nexus Jewellers, Bombay Jewelers, Maa Gold, Shiv Kumar Soni, Nakoda Jewelers & many more.
The rise in popularity and building of trust gradually helps to increase the value of the brand name. Eventually, this boosts sales of branded products and services. It also popularizes the reputation of the entity, who owns these brands.
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