Julie, a jeweller, asks for some marketing advice.

With a limited budget for marketing

communications, she can not decide whether to invest in a better website or in a printed
brochure to promote her products. She asks your advice about this dilemma.
Julie’s business is relatively simple. She designs and manufacturs fine silver jewellery, and she
also makes brightly coloured acrylic jewellery. She loves both products equally and both are
products of her creativity, skill and labour.

Growing a business is not something easy. As we all know, it takes a lot of time, effort,
and money to develop it. Without the right marketing strategies to fuel your growth,
churning a profit and staying afloat is virtually impossible. At Julie’s case with her
jewelry business, first of all we need to define the mission we want to accomplish. Her
mission is to attract and maintain customers with a unique art style of jewelries,
through the combination of design and quality. Jewelry businesses represent a unique
market and selling it is an art. One of the objectives of this business is to create the
product whose goal is to is to exceed customer’s expectations in design styles, quality
and customer service. By making the products desired by customers, another objective
is to increase the number of designs offered, so there will be various jewelries in
different ways of designing. In this case, the good point is that Julie makes both, silver
jewelries and acrylic jewelries. One of the most important keys to finding customers is
identifying the unique traits, characteristics, and preferences of the key target audience.
On this business we will target individuals. Women are likely to use more jewelries as
their accessories. If we enter to the market by serving a single segment, for example by
serving necklace, either silver or acrylic, the best way to do that is to temporarily focus
on only that product and its design has to be as special as possible in order to attract
customers. There might be customers who are attracted more by silver jewelries or
acrylic ones. Anyway, if this proves successful, by attracting customers with this product,
we may expand to a different segment for example silver rings or other colored acrylic
jewelries and so on. This is also related to one of the objectives above. Nowadays you
can surf and shop the internet for a large number and different jewelries. Social media is
the modern day word of mouth marketing—and your customers are your biggest brand
advocates. All customers that we want are online, looking for the right product to
choose or to buy. If your brand does not have a social media presence, it should be a
priority to set up accounts. This way helps marketers to connect with their mobile users,
so a web page would be very helpful. It also allows you to target the ideal buyer of the
product. If you are not prepared for online business then for sure, in 2 or 3 years you
will be vanished from the market, because everybody is moving towards digital
platform.