Treasure voting hots up with online PR tactics

Shortlist using Twitter, Facebook and giveaways to draw voters.

Professional Jeweller’s 2012 Treasure and Jewellery Show London competition has enjoyed a spike in voters this week as the 10 shortlisted designers and brands battle it out to win one of three stands at next year’s London Jewellery Week.

And, like several of 2011’s finalists, they have been spreading the word through social media, blogging and newsletters, with jewellery giveaways encouraging voters to take part and promote the contest.

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Claire English has taken out a pay-per-click advertisement on Facebook, encouraging her Facebook friends and fans to vote for her. She has also posted screen shots of the voting process on her Facebook profile page, outlining how to vote.

English has offered her friends and fans the chance to win a piece of their choice from her collection and is asking anyone who votes for her to send her a Facebook message with their name so she can contact the winner next Tuesday after voting has closed.

Meanwhile present lead finalist OAK Fine Jewellery has enrouaged fans of the brand to vote and then ‘Like’ the company on Facebook to be entered into a prize to win one of its pendants. The brand’s founders Jo-Anne Owdud and Parul Tolentino have also been tweeting to win votes.

Designer Jane Gowans, who was recently shortlisted for EC One’s Unsigned competition, is also busy drawing votes and has written blog posts and been regularly tweeting. Gowans has also sent daily emails to her mailing list encouraging them to vote with a guide through the voting process. She says that everyone who votes and promotes the contest on Facebook and/or Twitter will be entered into a prize draw to win a pair of gold vermeil earrings worth £100.

EC One Unsigned winner Clarice Price-Thomas has been tweeting more than five times a day to win votes, and has described the competition as "fierce" on Twitter but says that anyone who votes will "make her day".

Alice Menter, a Bristol-based brand that has this week taken part in the Pieces of Eight pop-up shop with Claire English and other emerging brands, has also offered to give away two pieces of its jewellery. Anyone who votes has been encouraged by the brand to post a link to the Professional Jeweller site via Facebook, which will automatically put them in the draw to win one of its Ruby cuffs and a pair of earrings.

Gisele Ganne has promoted the competition on Facebook and via her blog, while Jess Mackinnon of fine jewellery brand Mackinnon says that while being new to Twitter she and her sister have been promoting to their followers and are hoping to pick up a few celeb re-tweets over the weekend. They are also set to give away a pair of diamond studs to one lucky voter.

Rock Fusion has utilised Facebook to encourage voters to the site, posting earlier this week to its followers, while Shelley Thomas and Karin Roy have both received a large number of supportive comments on for their work.

Voting for the 2012 Treasure and Jewellery Show London competition closes next Tuesday and the three winners will be announced next week. The three brand’s with the highest number of votes will win a stand at Treasure, the public-facing selling show held during London Jewellery Week (LJW).

The judges will also make a final decision on which of the three winning brands they feel has the most commercial potential. This brand will go on to scoop a further stand at The Jewellery Show London, a trade-focused show also held at Somerset House during LJW.

Earlier this week Professional Jeweller reported that traffic to the site had more than doubled. On Wednesday visits peaked at 4,431 with 17,831 page views and more than 1,500 readers browsing the Treasure gallery.




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