134 - Interview With Melissa Becker About Value-Added Jewelry Marketing

I share my interview with Melissa Becker, a Vice President of Berkley Asset Protection, a Berkley Company, and global specialty insurer dedicated to jewelry, fine art and other collectibles. With a 20-year career in the insurance field, Melissa now serves as the marketing and communications leader for its global jewelers block, personal jewelry, and fine art practices. Melissa is also responsible for leading Lavalier, a direct-to-consumer personal jewelry platform. Melissa and I speak about the importance of value-added services in jewelry marketing.

Joy Joya Jewelry Marketing Podcast
00:23:03 7/4/2021

Past Episodes

Joy Joya Jewelry Marketing Podcast

In this episode, I discuss the role of a discount pricing strategy in jewelry marketing. Should you be offering discounts and promotions? If so, how much of a discount should you offer? And how often should you be offering discounts? Listen to better understand how to handle special offers and promos for your jewelry brand.

00:21:07 8/15/2021
Joy Joya Jewelry Marketing Podcast

In this episode, I discuss how you can start planning your holiday jewelry marketing in August. What should you be doing this month, and how can you position yourself for optimal holiday profits? Listen for all the tips and tactics that will lead you to your best holiday sales of all time.

00:17:58 8/8/2021
Joy Joya Jewelry Marketing Podcast

I share some tips for repurposing your content, so you can make the most of all your content creation efforts and establish a meaningful presence on the platforms where your customers are spending the most time.

00:22:58 8/1/2021
Joy Joya Jewelry Marketing Podcast

I discuss how you can be a caretaker of your customer data, especially with all the changes happening with social media in the coming months. Too many brands have gotten to the point where they're leaning heavily on their social media channels to build relationships with customers. For example, they're relying on Instagram DMs to manage customer engagement and conversations. Or they have been relying on Facebook retargeting ads to ensure they can get back in front of customers who have shown interest in products.

However, Instagram is changing rapidly and, as a brand, you have to operate with the mindset that what's here today could be gone tomorrow. If Instagram were to shut down tomorrow, would you lose valuable customer data? In addition, changes to data privacy are limiting marketers' ability to run retargeting ads on Facebook and Instagram, so if you relied on those types of ads in the past, you'll lose your ability to do so in the very near future. Listen to hear my tips for caretaking your customer data, so you're not so dependent on these platforms.

00:22:21 7/25/2021
Joy Joya Jewelry Marketing Podcast

I share my interview with David Wachs, the founder of Handwrytten, a service that allows product-based businesses to leverage the lost art of letter writing through scalable, robot-based solutions that write the notes in pen. Used by major meal box companies, eCommerce giants, nonprofits and professionals, Handwrytten is changing the way brands and people connect.

Nowadays most brand communications and marketing are done digitally, so a personal touch like a handwritten note can set a brand apart from others in their industry. David is passionate about discussing why personalization is so important for marketing, and I'm excited to have him on the podcast to share his insights about the power of the handwritten note and more.

00:42:19 7/18/2021
Joy Joya Jewelry Marketing Podcast

I share my own personal recording of a talk I recently presented to the Women's Jewelry Association of Boston. The title of the talk is "How to Build Brand Awareness and Attract Your Target Customer". I explain why brand awareness is so important, how to start cultivating brand awareness, and how to use the information you do have about your customers to make important decisions about your branding and marketing strategies.

View the video presentation here: https://youtu.be/R0ieNyJ9WzU

00:36:37 6/30/2021
Joy Joya Jewelry Marketing Podcast

In this episode, I discuss different types of keywords for jewelry brands, including SEO keywords and social media keywords. Why do keywords matter, and why do you need to be choosing strategic keywords for your jewelry brand? How can you get started with the process? Listen to this episode for insights.

00:19:22 6/20/2021
Joy Joya Jewelry Marketing Podcast

Are you looking for ways to grow your jewelry brand and build trust with prospective customers? You may want to consider leveraging your current customers and involving them in your marketing efforts. To find out how to make your customers a part of your business and marketing strategies, listen to this episode.

00:17:50 6/13/2021
Joy Joya Jewelry Marketing Podcast

I share my interview with Jill Stein and Sarah Daniel, the co-founders of Brick & Mortar NYC, a boutique agency that helps brands reimagine their retail experience. Together, Sarah and Jill have more than 40 years establishing retail at global luxury brands (Tiffany & Co., David Yurman, John Hardy Jewelry).

They combine their unique backgrounds and perspectives in creative and operations to create experiences that are visually compelling, highly functional, and offer a clear delivery of ROI. They've opened over 100 stores in the US, Canada, Europe, and Asia, ranging in size from 400 square feet to 60,000 square feet.

In this episode, we talk all about the brick-and-mortar customer experience, especially as it relates to jewelry brands and more especially how it's changed and evolved in a post-COVID world.

00:52:12 6/6/2021
Joy Joya Jewelry Marketing Podcast

I share a special episode to mark the unofficial beginning of summer after Memorial Day weekend. For many jewelry brands, summer can be a slow time of year. Major gifting holidays like Valentine's Day and Mother's Day have passed, and some would-be jewelry shoppers are enjoying their summer vacations; maybe they're focused on buying jewelry from the destinations they visit. The next major gifting holidays are in December. What can you do during the summer months if your business slows? In this episode, I'll share some marketing tasks you can work on behind-the-scenes to prepare yourself for holiday and beyond.

00:16:47 5/30/2021

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