Reiner Fine Jewelry Taylor Lawson, Leah Leybovich, Melissa

Reiner

Budget

-$2,500 per month maximum

-Currently Forthea Marketing is taking up the maximum budget per month for their services

-the results are no where to be seen

Current Strengths

• Established customer base through word of mouth

• Target market consists of upper middle to upper class (with a submarket for 50+ consumers)

• Store has been in Houston area for years• Only GIA certified diamonds

Weaknesses

• Aging clientele • Missed out on social media boom • Website lacking

Opportunities

• Social Media• Website• New target market

Threats

• Competitors• Being swallowed in social media• Losing family business “feel”

Pinterest Page

Facebook Search is Confusing

Suggested Improvements

• Expanding target market to end of generation X to beginning of generation Y

• Fire Forthea!• Wordpress template for Website• Youtube• Facebook/Twitter/Pinterest• Bloggers

Target Market Expansion

• Create a tab on the website for an engagement ring section

• Showcase different settings, diamonds, and looks for engagement rings

• Gen Y and X will be more heavily involved

Fire Forthea

• Their efforts are not converting to trackable awareness or sales

• $2500 is too much to be throwing away

Wordpress Template

• New site will be built using wordpress template, cost is 39.99.

• User can easily access the backend and amend as needed

• More clear, visuals are nicer

Youtube

• Channel will include videos taken by employees with an iPhone (no cost)

• Videos will showcase:• Customer testimonials• New products• Employees at work in the close CRM type

environment Reiner’s has created

Social Media

• Facebook- 3-5 posts about new products• Twitter- links to new facebook posts and new

merchandise• Pinterest- merchandise that Reiner’s actually

carries. “December 30 day promotion”

Bloggers

• Houston Bloggers registered with Texas Style Council reached out to

• They will post about products sent to them as “gifts”

• Hyperlink back to Reiner’s website• Eventually Reiner’s can pay blogger for

advertisements on blog if enough exposure is gained through bloggers

How will this all benefit Reiners?

• Increased customer relationships• Increased Brand awareness• These two factors translate to increased

sales/profit• These methods are not intimidating and

therefore won’t lose small business feel