NAJ News

Marketing for Business Owners at the NAJ Summit 2021

15 Jul 2021

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We are pleased to announce a trio of marketing-themed speaker sessions at the inaugural NAJ Summit 2021 as part of our Better Business Seminar schedule.

Curated under the theme “How to Market Your Jewellery Business: From the Essential to the Sublime,” the back-to-back sessions will be accessible to all NAJ Summit attendees on Sunday, September 12, and will be relevant to all facets of the NAJ membership. 

Ahead of their talks, we asked speakers Sarah Jordan, Gordon Glenister and David Glenwright, to share some wisdom with us on their particular areas of interest, including B2B marketing, influencer marketing and discovery commerce and how these areas can benefit business owners, especially those operating in the B2B jewellery trade.

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Sarah Williams NAJ Summit 

Sarah Jordan, Founder and Director of The William Agency

“The ABCs of Marketing in 2021: A Beginner’s Guide to Press and Promotion”.

What do you think are some of the core principles of marketing that emerging brands or inexperienced retailers need to consider?

My advice is to focus on consistency, quality and specificity. Long-term business marketing is a marathon and not a sprint, so think about creating consistently high-quality materials to a manageable schedule and do so in a way that’s specific to your brand values, your identity, your story and your customers. There is no shame in starting right at the beginning… I often consult with businesses that have grand ambitions for a marketing campaign but can’t put their hands on a high-res logo, a picture of their storefront, or tell me the name of their business fonts or colours. If you’ve already established a solid framework of marketing activity and want to take it to the next level, some core principles are engaging your customers via multiple touchpoints, staying true to your values, optimizing your website for organic search and responding to the values and needs of your customers. What problems might they have that you can solve? And why should they trust you to solve them? Think about those questions whenever you actively market your business.


If a business wants to get noticed by the press, how can they go about doing this?

It really depends on if you are B2B or B2C. For the former, the UK and international jewellery trade press is a small and tight-knit community and you’ll need high quality press releases and images, as well as a willingness to add value by contributing comments to features or guest articles. For B2C, there are local and national magazines available, but you’ll need to be patient and persistent before many will take a chance on your business. They may look for reviews online, a good website, and great product imagery and use this as a benchmark to decide if your brand is even worth covering… after all, why would they recommend something sub-par to their readers? It is tempting to start press outreach straight away, but make sure all your ducks are in a row first to make sure your efforts aren’t wasted.

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Gordon Glenister

Gordon Glenister, author, podcaster, trainer, and the Global Head of Influencer Marketing at the Branded Content Marketing Association (Influence)

“Influencers and Brand Promotion in Luxury Industries”

Your background is in membership organisations - do you think we need to expand our understanding of 'influencers' to work for both B2B and B2C audiences. For example, could the head of an association be considered an influencer? 

I am also the CEO of Membership World - a community of trade organisations and professional membership bodies - and we undertook some research into the online presence of CEOs across LinkedIn and Twitter. You can download a copy here The Social CEO Index Report | Membership World.

It was great to see how some CEOs are very active lobbying and were then able to carry these conversations over onto social media. Others really show their ‘authentic’ voice. We are moving away from the corporate speak to a style that’s more personal and resonates with us all. We want to see CEOs having a view on sustainability, the environment, their employees’ wellbeing and sharing a “we got it wrong” message every now and again.


What's the best way for a B2B business, like a jewellery manufacturer for example, to tap into the influencer marketing space effectively? 

When it comes to B2B influencers, these would be thought leaders and they are not always driven by paid collaboration. For example, they may want to work with you on a joint research white paper, a webinar or a panel discussion where you invite them along to an event. 


You've written a book about influencer marketing strategy - do you think it is still underappreciated as a marketing tool?

Absolutely, education is the biggest challenge to tackle non-appreciation of what influencer marketing can do. We now trust the opinions of friends, colleagues, people we know and influencers more than traditional advertising. A lot of businesses that have been used to traditional marketing methods remained steadfast with them until the pandemic happened when millions of us moved online. Some of the most successful people that create content are just entertaining us, inspiring us, educating us, and this is what makes someone truly influential.

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David Glenwright

David Glenwright, social media trainer and consultant at JC Social Media

“Discovery Commerce – Creating Demand on Social Media through Engaging Conversations”

What is 'discovery commerce' and why should business owners take notice?

Discovery commerce is an approach to sales and marketing where there is a focus on generating demand for your product, rather than capturing intent. In other words, it’s about marketing to people who aren’t actively looking for your product, or potentially don’t even know that they want it yet!

Discovery commerce is by no means a new concept, it’s something that we as business owners have done in one form or another for decades. However, we have seen a shift in social media marketing over the last 18 months that suggests that discovery commerce strategies becoming more and more effective: an incredible 83% of regular Instagram users in the UK use the platform to discover new brands; and 78% of Facebook users report having purchased a product that they discovered through social media. We’ve reached a point now where businesses that are simply reacting online, relying on SEO and waiting to be discovered, are starting to fall behind when it comes to audience sizes and levels of engagement.

How does this play into paid for social media advertising, like Facebook adverts, and what are some top tips for making this work on a budget?

Discovery commerce and paid ads on social media are natural companions when you think about it. Social ads are effective because they are a way to reach out to people based on their behaviours, actions and demographics. In other words, you can define exactly who sees your ad, meaning you can introduce your brand to the people most likely to buy from you.

The key to success with these ads, especially when working to a limited budget, is to think about the relationship that you want to build with your audience over a period of time. People discover brands through social media, but that doesn’t mean they immediately purchase as soon as they see your first post. Rather than only ever running ads that say, “buy this now”, consider running ads designed to build a following, and by extension an interest in who you are and what you have to offer.

Find out more about the NAJ Summit 2021

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Source: The National Association of Jewellers