Marketing Integration

Since we are a new store, social media is one of the easiest and least expensive

ways we will market our business. We will have our ads in magazines and other non

traditional mediums, but in fashion, social media is the strongest format when connecting

with your market. When people see our banner or booth at the Morocco Shrine or in a

magazine and then follow us on social media, they will have the opportunity to connect

with our brand on a personal level and communicate with us about what they love, what

they don’t love, and what they would like to see. It’s also a great way for us to network

with other local artists and brands because we will be selling other brand’s jewelry as

well. Having a social media presence will get the Kleines Blond name into the minds of

potential customers and inform them about future designs in our niche and even

upcoming events and new pieces.

One of the best things about social media is the ability to share information with a

large number of people at once. We will be able to post content that will start

conversations about Kleines Blond jewelry. People love to hear stories about brands and

hear the inspiration about why we chose a particular material or style. Telling the stories

through our ads and mediums will help customers find a connection to the inspiration

behind Kleines Blond’s key pieces.

The whole point in using social media after we set out our physical mediums is

because at Kleines Blond we want our market to feel like they are buying jewelry from a

friend instead of buying from a store. We want our customers to see our ads but also the

history of the Kleines Blond collections, and we feel like having some background on

handmade jewelry gives people an incentive to purchase.

Our competition does not advertise anywhere except for Facebook pages. We will have

social media pages, but we will have a defensive media strategy when it comes to having

a brand presence in magazines, local papers, and Internet ads.

We obviously will be advertising where sales have been good and where other

jewelry business resides. The sales for jewelry in the Ponte Vedra market have not been

fully exploited. That is why it makes sense to us to spend more money there, rather than

going to some other market where the risks would be greater.

After all, we know what that market likes and we know that they already like our

brand well enough to buy it repeatedly. Not only that but our market is very heavy with

their word-of-mouth influence could well prompt sales to people who have not purchased

the brand in the past. By having a defensive strategy we will be the stronger brand

because our competition does not advertise.

We want people to recognize our name and logo. We have created a customized

brand image and logo that will help our blog readers and customers connect to us on all

social media platforms. This strong approach to our brand awareness is one thing that

will make our store stand out from the competition in the minds of potential customers.

That way, people who see our business name and logo often are much more likely to

think of Kleines Blond when they set out to buy new jewelry.

We want to build trust through our media strategy. There are many retailers who

exaggerate their product and we want to make sure our target market knows that is not

us! We want to make sure everything- from our blog, website, social media page, ads,

and store- are helpful, professional, and reliable. We want our customers to come to us

for help or advice and we want to have a clear brand image so our customers will see us

as a reputable business and trust us.

We will use our social media presence to get to know our customers. We want to

learn about their personality and the jewelry pieces they may be looking for. We want to

know their style and how they wear each piece because we could end up finding new

information that we didn’t even know when it comes to selling. We can gain information

about our target audience based on the information they share on our blog posts and

comments on our Facebook and Instagram pages. We can interact with them and find out

what the want to see more of or see less of. We want to contribute to as many

conversations as possible so that our customers feel comfortable sharing more

information about themselves.

With that said, social media is an easy way to keep up on news and trends in the

jewelry industry. We will use this information to decide the types of pieces that we will

offer in upcoming lines and share the information with people who read our blog. This

will ensure that the pieces we are creating and advertising are keeping up with current

trends and are staying relevant with our target customers. We will make sure to use our

blog to educate and inform our customers about the latest people, events, and news that

are relevant in the community and our brand. This will help us establish our reputation as

an authority in the jewelry industry. Giving people information will make the Kleines

Blond website enjoyable for our market. We want them to begin to relying on us for

information and our store will soon become the first one they think of when they have a

question about jewelry or are ready to purchase new pieces. This kind of approach will

hopefully create a buzz in the local community and our customers will be referring their

friends and family to us for jewelry.

My first goal is to create awareness within the local community of Ponte Vedra

Beach. Publishing my ad campaign in the Beaches Journal, The St. Augustine Record,

and Yes! will fulfill my objective of gaining exposure through three local magazines. I

chose these vehicles because they are relevant with all of the age groups in my target

market. Yes! Is a more fashion forward magazine that my local college market read. It is

a part of the Florida Times Union, and can be picked up at the UNF campus, or a

Starbucks coffee shop. The Beaches Journal is a direct mail out to about 4,000 homes in

the St. Augustine community. I chose this vehicle because I know it will be delivered to

my market and I don’t have to wonder if someone is going to pick it up. The third

magazine I chose is the St. Augustine Record. This is also known as

www.staugustine.com. The Record is also distributed in Ponte Vedra. The Record is

known to be the affluent publication of St. Johns County with 61% over $100,000. The

Record has over %50 of female readers and %70 of them have a college degree. The

Record is probably my most reliable vehicle in terms of being spot on with creating

awareness in my market.

The Morocco Shrine Fall Gem and Jewelry bead show is the perfect place to

introduce our brand and accomplish our goal to become leaders within the niche fashion

jewelry market of Jacksonville. Tourists, jewelry makers, and bead whole sellers from all

over the Southeast are in Jacksonville for that weekend. We will have a huge banner and

booth.

We will have an web presence with our ad campaign on Jacksonville.com as their

top banner ad. We will accomplish our goal of driving traffic to our website by having

the top banner ad link to the Kleines Blond website. Our target market as well as other

people in Jacksonville visit this website daily.

The strongest vehicle for establishing a presence in our area will be our billboard

on A1A in the middle of Ponte Vedra and St. Augustine. Students who attend Flagler will

see the billboard and think to stop by and check out our store if the billboard intrigues

them. Residents traveling to one of the affluent beach clubs on the weekend will also see

the billboard.