For the Valentine’s Day shopping season this year, Goldsmith Jewelry Shoppe decided to try something different. Enhancing its traditional marketing program, the jeweler reached out to jewelry and other bloggers in an attempt to boost brand awareness, traffic and sales.
The multi-channel retailer used blog search engine Technorati and similar sites to research blogs and create a list of 1,000 bloggers to contact. In January the 30-year-old jewelry retailer offered the bloggers an incentive to write about Goldsmith Jewelry and its Valentine’s Day offerings: Bloggers who did so were entered in a contest to win a pair of diamond earrings valued at $1,500.
“Developing a robust marketing strategy that takes full advantage of all of the opportunities Internet retailing creates can be a challenge,” says Don Lair, manager of the Internet division. “Goldsmith Jewelry has had a successful track record with traditional advertising and marketing strategies, but this year we decided to incorporate new media in our marketing mix to ensure the success of our online store.”
The blogger outreach campaign netted mentions on nearly 100 blogs. The mentions, says the retailer, which launched its e-commerce site in November, helped increase traffic to GoldsmithJewelry.com by 400% in the first 14 days of February compared with the average daily unique visitors in January. The mentions also helped improve search engine results. The campaign, however, did not produce any direct sales.
“We were disappointed the campaign wasn’t successful in driving Valentine’s Day sales. However, we were able to increase brand awareness,” Lair says. “Online marketing is still new territory for us, and we’ll continue to revamp our strategy until we get the results we want.”