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Presented LivePresented Live by by

Marty Hurwitz Marty Hurwitz CEO CEO

MVI Marketing Ltd.MVI Marketing Ltd.

Wednesday 24 September 2008 Wednesday 24 September 2008atat

Selling Jewelry OnlineWhat’s Working, What’s Not

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Presentation OutlinePresentation Outline

• Introduction and Overview • A Quick Quiz

• Why Is the Internet Important to Jewelry Retailers?Why Is the Internet Important to Jewelry Retailers?

• Wikinomics 101

• 12 Simple steps for Retailers to Progress Your Web Communities

• Examples of poor sites inside and outside the jewelry biz

• Examples of good sites inside and outside the jewelry biz

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Introduction and OverviewIntroduction and Overview

Who’s Here Today?Who’s Here Today?

- Canadian RetailersCanadian Retailers- US RetailersUS Retailers- ManufacturersManufacturers- PressPress- Trade AssociationTrade Association- Just here for the snacksJust here for the snacks

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Introduction and OverviewIntroduction and Overview

Information is more valuable than Inventory!Information is more valuable than Inventory!

- Email me your commentsEmail me your comments

mhurwitz@mvimarketing.commhurwitz@mvimarketing.com

Get a copy of this presentation and the Get a copy of this presentation and the

Jewelry Consumer Opinion Council Jewelry Consumer Opinion Council

Internet Jewelry Purchasing Study FREE Internet Jewelry Purchasing Study FREE

(A $99 Value) (A $99 Value)

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Introduction and OverviewIntroduction and Overview

Marty Hurwitz Concentric Circles to Marketing NirvanaMarty Hurwitz Concentric Circles to Marketing Nirvana

-$Far From

TheTarget

-$

$Fit the ProfileAfraid of the

WaterNeed

ConvincingNeed

EducationNeed

Conditioning$

$$Fringe

CustomersPart -TimersWannabesOne Time

PurchasersAwaiting Invitation

$$

$$$Core

CustomersBrand Loyalist

FanaticsAdvocates

SycophantsMulti Time Purchasers

$$$

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Introduction and Overview Introduction and Overview

Overview of the Market of the futureOverview of the Market of the futureCustomers become “prosumers” by co-creating goods and services rather than simply consuming the end product.

So-called supply chains work more effectively when the risk, reward, and capability to complete major projects—including massively complex products like cars, motorcycles, and airplanes—are distributed across planetary networks ofpartners who work as peers.

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Introduction and Overview Introduction and Overview Sign of FourSign of Four

Meet 4 people – belly to belly 4x per day

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A Quick QuizA Quick Quiz

Who is this Man?

A- Moses

B- Thomas Jefferson

C- John McCain

D- Samuel Morse

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A Quick Quiz A Quick Quiz (continued)(continued)

In 1881 this company began the first e commerce campaign

1. Microsoft2. UPS3. Yahoo4. Western Union

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Who is this Man?

A- Snoop Dogg

B- Jerry Garcia

C- Robbie Robertson

D- Alexander Graham Bell

A Quick Quiz A Quick Quiz (continued)(continued)

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Who is this Man?

A- Cary Grant

B- Bill Clinton

C- Franz Kafka

D- Marconi

A Quick Quiz A Quick Quiz (continued)(continued)

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Who is this Man?

A- Jack Nicholson

B- Harry Truman

C- Boris Karloff

D- Philo Farnsworth

A Quick Quiz A Quick Quiz (continued)(continued)

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A Quick Quiz A Quick Quiz (continued)(continued)

From 1936 to today many inventors contributed to the invention and development of computers, sub components of computers and the way computers communicate with each other

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The web is all about communicating information…today

No one knows where it is going….tomorrow

A Quick Quiz A Quick Quiz (continued)(continued)

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81 percent of online retailers surveyed reported that their eCommerce business was profitable in 2007, and 75 percent were also more profitable last year than in 2006…

…Multi-channel retailers report that half of online customers also shop in the company’s stores or through its catalogs, exemplifying why online employees should have a vested interest in stores’ performance and vice versa

JCK Online, Shop.org research

Why Is the Internet Important to Why Is the Internet Important to Jewelry Retailers?Jewelry Retailers?

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Why Is the Internet Important to Why Is the Internet Important to Jewelry Retailers?Jewelry Retailers?

Jewelry Consumer Opinion Council Internet Jewelry Purchasing Study

August 2008

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Why Is the Internet Important to Why Is the Internet Important to Jewelry Retailers?Jewelry Retailers?

Jewelry Consumer Opinion Council Internet Jewelry Purchasing StudyAugust 2008

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Why Is the Internet Important to Why Is the Internet Important to Jewelry Retailers?Jewelry Retailers?

Jewelry Consumer Opinion Council Internet Jewelry Purchasing Study August 2008

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Why Is the Internet Important to Why Is the Internet Important to Jewelry Retailers?Jewelry Retailers?

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Wikinomics 101Wikinomics 101

Build web communities not websites

Encourage collaboration

Expand communication

Use pictures not words

Interact with your core inner circles

To grow your market you must know your market

Constantly ask questions about satisfaction, future desires, likely behaviors

CRM, CRM, CRM

Grow sales through information collection

Develop marketing and communication based on that information

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15 Simple steps for Jewelry Retailers to 15 Simple steps for Jewelry Retailers to Progress Web CommunitiesProgress Web Communities

1. Don’t think Yahoo, You Tube, think You HOO!1. Don’t think Yahoo, You Tube, think You HOO!(Think Small, Niche, Not Big)(Think Small, Niche, Not Big)

2. Begin E commerce, Change E commerce, 2. Begin E commerce, Change E commerce, Expand EcommerceExpand Ecommerce

3. Marketing and Communications- 3. Marketing and Communications- regular changes, regular changes, targeted promotions, targeted promotions, prices and styles prices and styles E- NewslettersE- Newsletters

4. Video- Nobody reads anymore4. Video- Nobody reads anymore

5. Design Your Own Styles5. Design Your Own Styles

6. Capture information and Use it (CRM and 6. Capture information and Use it (CRM and research)research)

7. Follow-up email, phone call, video from the 7. Follow-up email, phone call, video from the owner owner after each sale- Flip Minoafter each sale- Flip Mino

       

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15 Simple steps for Jewelry Retailers to 15 Simple steps for Jewelry Retailers to Progress Web Communities (continued)Progress Web Communities (continued)

8. FREE, Special Offers, Shipping, Ship 8. FREE, Special Offers, Shipping, Ship to store etc.to store etc.

9. Create a secure environment, 9. Create a secure environment, communicate security, guarantee communicate security, guarantee securitysecurity

10. Personalize your website- use 10. Personalize your website- use family ownership, your size to your family ownership, your size to your advantageadvantage

11. Co-mingle the store and the web 11. Co-mingle the store and the web community- Make the site look/feel like community- Make the site look/feel like the store and vice versathe store and vice versa

12. Invest in enhanced photography or 12. Invest in enhanced photography or make your vendors investmake your vendors invest

13. Romance the text13. Romance the text

14. Personalize your story14. Personalize your story

15. Make the relationship happen (like 15. Make the relationship happen (like the counter in the store)the counter in the store)

       

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Examples of good sites inside and outside the jewelry biz

www.riddlesjewelry.comwww.wkodakjewelers.comwww.zinabeverlyhills.comwww.levyjewelers.comwww.rogersandhollands.comwww.walmart.com/jewelrywww.walmart.com/jewelrywww.jcpenney.comwww.montred.comwww.jewelry.ebay.comwww.exboyfriendjewelry.comwww.cosmosretailstore.comwww.diapers.comwww.makersmark.comwww.tystoybox.comwww.tystoybox.comwww.basspro.comwww.drsfostersmith.comwww.internetretailer.com

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Examples of poor sites inside and outside the jewelry biz

www.michaelandcojewelers.comwww.torgsyn.comwww.greenleafsjewelry.comhttp://www.administr8.com.auwww.radioshack.comwww.homedepot.com

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ConclusionsConclusions

• Know your market to grow your Know your market to grow your marketmarket

• Profile your inner circlesProfile your inner circles• Build web communities not Build web communities not

websiteswebsites• Collaborate and CommunicateCollaborate and Communicate• Test, Change, Expand and KillTest, Change, Expand and Kill• Embrace the future, define the Embrace the future, define the

futurefuture• Think small, not bigThink small, not big• Co-mingle the store and the Co-mingle the store and the

web community- Make the site web community- Make the site look/feel like the store and vice look/feel like the store and vice versaversa

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PresentedPresented by by

Marty Hurwitz Marty Hurwitz CEO CEO

MVI Marketing Ltd.MVI Marketing Ltd.805-239-2994 – X101805-239-2994 – X101

www.mvimarketing.comwww.mvimarketing.com

mhurwitz@mvimarketing.com mhurwitz@mvimarketing.com

September 2008 September 2008

Selling Jewelry OnlineWhat’s Working, What’s Not

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