People walk and talk together at a trade show.

Keeping the Post-Show Glow Going: Craft a Marketing Growth Plan for the Fall and Beyond.

You’re fresh from industry trade shows, armed with insights into the latest trends and a treasure trove of new products. Excited but tired, you’re ready to take home all your knowledge and good intent and start making plans before the holiday madness hits. 

But then you get back and the minutiae of everyday business takes over. Some ideas might get planned, but others just stay on paper (or in your head) and never come to fruition. Don’t fall into this trap. Whether you just returned from a show, or are looking forward to attending one, challenge yourself to translate the wealth of information you’ve gained into a robust marketing growth plan that not only captivates customers but also adapts to the current economic climate. 

That sounds like a lot, so here’s a comprehensive guide to get you started.

1. Highlight Industry Trends

Trade shows are invaluable for identifying upcoming trends. Capitalize on these insights by highlighting what’s new and exciting in the jewelry world and make these the centerpiece of your marketing campaigns. Create blog posts, social media content, and email newsletters that educate your customers on these trends, explaining why they are significant and how your new products align with them.

2. Showcase New Products

Speaking of trends, you’ve likely picked up an array of new products that can invigorate your inventory. Showcase these items through various marketing channels. High-quality photographs, videos, and virtual try-on experiences can help bridge the gap between online browsing and in-store visits. Feature these products prominently on your website’s homepage and in dedicated social media posts. Consider creating a “New Arrivals” section on your website, making it easy for customers to find the latest additions to your collection.

3. Include Value-Based Marketing

So you’ve picked up some fresh product from a show, but in today’s economy, many consumers are prioritizing essential purchases over discretionary spending. To address this, make sure your strategy is balanced between showcasing the “newness” while also emphasizing value. Highlight the longevity and timelessness of your pieces. Campaigns that underscore the idea of jewelry as an investment, rather than a mere indulgence, can resonate more deeply. Share stories about the craftsmanship and durability of your products, helping your customers see the intrinsic value in their purchases.

4. Offer Flexible Payment Options

To cater to consumers’ current price-sensitivity, consider offering flexible payment options such as layaway plans, financing, or buy-now-pay-later services. Promote these options prominently in your marketing materials. For example, an email campaign detailing how customers can spread out payments might encourage those hesitant due to budget constraints. Additionally, consider implementing loyalty programs that reward repeat customers with “points” to spend, or exclusive offers.

5. Host In-Store Events and Experiences

One thing price-conscious consumers haven’t given up? Experiences! Host events that act as an initial draw into your store. Themed parties, exclusive preview nights for new collections, or jewelry care workshops can all enhance the shopping experience and foster customer loyalty. 

6. Ensure Content Marketing is Engaging

Content marketing is still king. You can advertise new products, financial incentives, and events 24/7, but if you send out lackluster emails and forget about your social media, it won’t matter. Engaging content should not only promote your products but also educate and entertain your audience. Develop tutorials on how to style different jewelry pieces, create behind-the-scenes looks at the design process, or interview your staff so customers get a feel for who will be helping them and how. Photography and videography should always be high quality. User-generated content can also be incredibly effective. Encourage customers to share photos of themselves wearing your jewelry on social media, and feature these on your platforms to build a community around your brand.

Creating a post-trade show marketing growth plan requires a blend of leveraging new industry insights, adapting to current economic realities, and innovating your marketing strategies. By highlighting trends, emphasizing value, and offering engaging content, you can attract and retain new customers and keep current customers coming back. And that’s part of what makes attending shows all the more important–and worth it.