If you are in business, or planning to be - this vital course will help you to identify new areas of opportunities and strategies to cater for new demand. Be equipped with the skills to begin marketing successfully, contributing to above-the-line campaigns or developing grass-roots plans that incorporate referrals, social networking, community interest and viral message dispersal.
Not just a dazzling art form, jewellery is a billion dollar business. Students will understand jewellery marketing by learning about marketing fundamentals, interpret statistics, trends and customer research, recognise unique challenges associated with conveying quality, trust and cultural differences. Apply this information to analyse successful and failed marketing attempts and extract key concepts beneficial to businesses of all sizes. Jewellery designers will see how they can benefit from global trends and distribution patterns.
Course outline
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IDENTIFY YOUR BUYERS' PERSONA
Identifying your target customer, their desires and your points of differentiation.
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DEVELOP BRAND IMAGE
Use your target segment to name your company, refine your designs, create a presence.
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PRICE YOUR DESIGNS AND ADD VALUE
Pricing your jewellery pieces is much more than simply applying a formula! To be profitable you must know your costs, keeping an eye on your competitors, and add value to ensure your customers want to purchase from you!
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UNDERSTAND PURCHASE MOTIVATIONS
Understanding consumer buying behaviour and sales psychology can help you plan your sales strategies, customer interactions and marketing messages to be more successful.
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USE ADVERTISING EFFECTIVELY
Advertising can be expensive and bring you sales. Understand different advertising media, including online advertising, what you can request of vendors and how to save money when on a budget!
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IMPLEMENT UNCONVENTIONAL MARKETING TACTICS
Most new designers have limited resources, but they have more time and creativity that the bigger players! Learn low- and no-cost avenues to grow your business via publicity, community and social marketing.
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Course Instructor
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Rob Schilling
Rob Schilling is an expert global trainer, professional coach, jewellery designer, and a JDMIS graduate. Rob has passionate interest and decades of experience working in both jewellery industry and corporate training for C-suite professionals. Read More -
Alexander Zupancich
Alexander distils many years of experience in building businesses and assisting small businesses to grow as well as plenty of jewellery-specific experience. Beyond his two decades of hands-on marketing and retail experiences, Alex imparts the most relevant theories and best practices learned from studying marketing management in the USA, Singapore, France and UAE. Read More
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Free refresher classes, access to retail space and industry events!