New marketing arm will help its clients win business in tough times.
The Company of Master Jewellers is promoting its new marketing and communications business CMJ Media at IJL, which is designed to help retailers and brands promote themselves as effectively as their biggest competitors, at a fraction of the cost. The company, headed by Sarah Carpin, will offer expertise, advice and practical solutions to help clients increase sales.
Carpin believes successful brands and retailers understand the importance of emotional marketing. “Emotions drive behaviour – experts say that emotion stimulates the mind 3,000 times more than rational thought. Rational thought may lead a customer to be interested in a product but it is emotion that sells,” she said. “For jewellery, selling emotion is absolutely crucial. What makes one silver necklace or diamond ring more desirable than another? Almost identical products at similar prices occupy very different market shares. The difference is in how those products are marketed. Emotional marketing helps in getting your share of a customer’s wallet against your closest competitor.”
In a tough trading environment, marketing budgets are often the first to be cut – a mistake, according to Carpin. “The best marketing can’t be done slap-dash or in a half-hearted way,” she said. “As much consideration should go into your branding and marketing as it does into product development.”
CMJ Media, which visitors can fully explore for the first time at IJL, was launched earlier this year by The Company of Master Jewellers as a specialist media company for the UK jewellery industry. “Our clients include retailers who are members of The CMJ as well as companies who are not. CMJ members and preferred suppliers do enjoy a discounted rate, but our service is open to everyone who is looking to increase their market share in the UK,” Carpin explained.
CMJ Media offers brand consultancy, PR and press services, publishing of magazines, catalogues and publicity materials and a range of creative services such as advertising, point of sales displays, show stands and websites. The company is less than six months old but is already working with Casio, Bransom Retail Systems, Marco Bicego, Gurhan, Alexis Dove and Mastercut Diamonds. It publishes business and consumer magazines for The CMJ, provides editorial services to Country & Town House magazine for its jewellery and watch supplements, as well as producing newsletters and magazines for a range of retailers.