Marketing for Growth

Tuesday, June 21, 2016 CONFIDENTIAL 2
Agenda
Today’s Jewelry and Marketing Landscape
Six Steps to Develop a Marketing Strategy
Tactical Food For Thought

Tuesday, June 21, 2016 CONFIDENTIAL 3
Three key trends influence the macro
environment of today’s jewelry industry
With consumer appetite for jewelry growing, annual global sales are expected to grow
5-6% annually. With the industry changing rapidly, however, jewelers must be aware of
and prepared for the trends affecting the market.
Globalization and
Consolidation
Growth of Branded
Products
Reconfigured Channel
Landscape
McKinsey, “A multifaceted future: The Jewelry Industry in 2020.”

Tuesday, June 21, 2016 CONFIDENTIAL 4
Globalization and consolidation are putting
pressure on smaller, local jewelers
Globalization and
Consolidation
Growth of Branded
Products
Reconfigured Channel
Landscape
12%
Market Share (2013)
24%
Market Share (2020)In 2013, the 10 biggest jewelry
groups captured only 12%
market share, and only Cartier
and Tiffany & Co. were listed in
Interbrand’s Top 100 Global
Brands list. By 2020, however,
this number is expected to
double through the acquisition
of smaller, local players while
national and regional brands
continue to grow globally.
McKinsey, “A multifaceted future: The Jewelry Industry in 2020.”

Tuesday, June 21, 2016 CONFIDENTIAL 5
Branded products are becoming increasingly
popular due to the purchasing power of Millenials
Globalization and
Consolidation
Growth of Branded
Products
Reconfigured Channel
Landscape
The market share of branded
jewelry doubled from 2003 –
2013 to 20%, and this figure is
expected to grow to 30-40% by
2020. Millenials are using
branded jewelry more to show
off newly acquired wealth.
Future growth is also likely to
come from other industries,
including apparel and high end
leather goods. Ultimately, this
will be hard on small artisans
who lack the marketing power
of larger jewelry groups.
McKinsey, “A multifaceted future: The Jewelry Industry in 2020.”

Tuesday, June 21, 2016 CONFIDENTIAL 6
Online sales are continuing to grow, and online
engagement is still on the rise
Globalization and
Consolidation
Growth of Branded
Products
Reconfigured Channel
Landscape
Online jewelry sales are 4-5% of
the market today but are
expected to grow to 10-15% of
total sales by 2020 (depending
on region, brand and product
type). It is nevertheless critical
for jewelers to use online
channels to share information,
shape brands, and engage
customers to form long-term
relationships.
66%
of luxury shoppers conduct online research before
making a purchase.
30-60%
of customers turn to social media for information
or advice.
McKinsey, “A multifaceted future: The Jewelry Industry in 2020.”

Tuesday, June 21, 2016 CONFIDENTIAL 7
Brand manufacturers are increasingly going digital
Marketers are
increasingly
prioritizing
mobile and
social over
traditional ad
channels. There
is also increased
focus on owned
and earned
media over paid.
Booz Allen Hamilton Strategy& 2013, “Reimagining shopper marketing.”

Tuesday, June 21, 2016 CONFIDENTIAL 8
Across all industries and verticals, statistics show
that traditional marketing is broken
18%Of TV advertising
campaigns generate
a positive ROI
54¢
Is the average return in
sales for every $1 spent
on outbound marketing
40%Of CMOs feel unprepared to meet
consumer expectations about
marketing in the future
7%Of companies have achieved
leading edge performance with
digital marketing
79%Of marketing leads are never
converted into sales due to poor
lead nurturing
The old ways of marketing just aren’t working anymore, and jewelers are ill prepared
to capitalize on newer, more targeted digital marketing tactics.
Sources: Connected Marketing (Kirby & Marsden), Turbulence for the CMO (Accenture),
MarketingSherpa, MarketingProfs.com
9%Of marketers describe offline direct
marketing as providing an “excellent”
ROI

Tuesday, June 21, 2016 CONFIDENTIAL 9
Given this background, what is a jeweler to do?
Maintain the status quo Develop a strategic marketing plan
Continue to market using a bucket shot
approach that is neither holistic nor
comprehensive in manner
Develop a robust strategic plan that
establishes a solid and actionable foundation
for your growth objectives. Conduct research,
solidify marketplace positioning, select
appropriate tactics, and chart out a detailed
implementation plan

Tuesday, June 21, 2016 CONFIDENTIAL 10
Thursday March 29th 2012 10
Traditional marketing is broken.
Build out marketing assets and compelling content versus paying for
traditional marketing tactics that interrupt
Marketing is not taglines, logos and brochures.
EarnedOwned Paid
Before kick-starting your marketing plan, let’s first
understand the new marketing paradigm

Tuesday, June 21, 2016 CONFIDENTIAL 11
“At the end of the day, customers no longer separate marketing from the
product - it is the product. In the era of engagement, marketing is the company.”
- McKinsey Quarterly, July 2011
Marketing is not just a department –
it transcends the walls of your company
Marketing must be integrated into every
aspect of your business – call center, sales
force, receptionist, shipping, operations
Leading companies today view marketing as something
much larger than a department or campaign
Thursday March 29th 2012 11

Tuesday, June 21, 2016 CONFIDENTIAL 12
At its core, marketing is about generating business
Like any other department in your company, you must judge your marketing efforts
based on results, not awards.
With new capabilities
to quantify marketing
success, you must hold
your marketing
department
accountable for
producing bottom-line
results and generating
business

Tuesday, June 21, 2016 CONFIDENTIAL 13
Agenda
Today’s Jewelry and Marketing Landscape
Six Steps to Develop a Marketing Strategy
Tactical Food For Thought

Tuesday, June 21, 2016 CONFIDENTIAL 14
Developing a strategic plan can be broken down
into six steps
Research1
Messaging & Positioning2
Tactical Deep Dive3
Asset Development4
Marketing Dashboard w/ KPIs5
Tactical Implementation6

Tuesday, June 21, 2016 CONFIDENTIAL 15
Step 1: Execute in-depth research to direct your
strategy
Detailed audit and
discovery
In-depth strategic
market research
Conduct an in-depth discovery of your business. Talk to internal employees, key
stakeholders, current customers and past customers. Deep dive into past and
current marketing campaigns, analyze your existing assets and identify your core
competencies.
Audit key players and competitors in your industry to identify opportunities and
threats along with key points of differentiation.
Competitor
research
Gather and process secondary data from free and paid industry research
reports and online research to develop a clear understanding of market
segments, partnership opportunities and market sizing.
Rigorous research enables you to have a much clearer understanding of your market
positioning and the short and long-term opportunities that you find most attractive to
pursue.

Tuesday, June 21, 2016 CONFIDENTIAL 16
Step 2: Define your messaging and positioning
based on your market research
Your partner in achieving professional
excellence
Access to Expertise Network of Suppliers
Advocacy and
Industry Support
Upon the completion of research, arrive at a value proposition that defines the primary
reason(s) why a customer should buy from you. All team members should understand
their role in delivering value

Tuesday, June 21, 2016 CONFIDENTIAL 17
Segment your message by market or audience
Messaging created for specific attribute groups can be featured in group-specific assets,
such as brochures, landing pages, and flyers. In the era of engagement, consumers
expect a personalized experience.
Segmented messaging will appeal to different types of prospects.
Jewelry manufacturersJewelry designers
Jewelry hobbyistsRetailers

Tuesday, June 21, 2016 CONFIDENTIAL 18
Step 3: Identify and narrow the list of marketing
channels you will pursue upfront
Once you’ve
defined the
message and value
of your product,
you will need to
outline how you
will communicate
this using different
marketing tactics,
and how you will
distribute your
product over
multiple channels.
Deep dive into a comprehensive
list of marketing channels you
could implement.
Explore strategic partnerships to
achieve online and global scale.
Don’t forget about exploring
online properties, not just tactics
or partnerships
Google Ads, SEO, Email, Social
Media, Events, Direct Mail,
Traditional Media, Online Display,
Content Marketing
Amazon, eBay,
Alibaba
Omni-brand vs. multi-
brand, online vs.
offline partnerships,
affiliate vs. direct

Tuesday, June 21, 2016 CONFIDENTIAL 19
Make sure that you define specific goals for each
of your channels and partnerships
Website
Optimization
Social Media
Marketing
Events
Tactics How will Company X increase leads?
- Content production & sharing
- Search Engine Optimization
- Profiles optimization
- Display ads
- Content sharing (speech…)
- Meeting booking + follow up
What’s in it for Company X ?
- Higher web traffic
- More relevant web traffic
- Company X brand boost
- Automated lead generation
- Thought leadership exposure
- Access to a global audience
Paid Search
- Support to web optimization
- Short term promotion support
- Low cost intelligence => higher
landing page conversion
Cadenzza, YOOX
Group
- Strategic partnership
- Use of mono-brand services
- Increased volume of traffic to multi-
brand site
- Improved collateral from mono-
brand support
By setting goals per channel, you will be able to track and benchmark your success
while staying on track (as other marketing opportunities will inevitably come up).

Tuesday, June 21, 2016 CONFIDENTIAL 20
Step 4: Develop assets with your new message to
support your marketing channels
Website &
Messaging
Improving design and incorporating new messaging to transform your company’s current site into a
dynamic platform for fresh content and a lead generation tool
Videos Leverage client testimonial and overview videos to strengthen relevancy and prospect conversion
Case studies &
white papers
Build out white papers and case studies to position your company as a thought leader
Email Templates
Sales pitch decks
Design and build out modular sales deck with Company X branding and story to strengthen
credibility and to communicate value proposition
Custom trade
show booth panels
Leverage custom booth panels to improve relevance to target audience
LinkedIn
Build out custom email templates to strengthen e-newsletter credibility and any client touch point
Build out LinkedIn company page with associated service offerings and company information

Tuesday, June 21, 2016 CONFIDENTIAL 21
High quality, specific assets will be needed as a
foundation for each channel

Tuesday, June 21, 2016 CONFIDENTIAL 22
You can’t always judge the ROI of your assets,
but that shouldn’t stop you from investing
59% According to Forbes, 59% of executives would rather watch
video than read text
69% According to Cisco, Internet video traffic will comprise 69% of
all global consumer Internet traffic in 2017
1200% Videos are shared 1,200% more times than links and text
combined (Orion 21 Reports)
Videos may be some of your most expensive assets, but they drive engagement and
are quickly becoming one of the most important marketing tools.

Tuesday, June 21, 2016 CONFIDENTIAL 23
Step 5: Develop key metrics to track and measure
the impact of your marketing initiatives
# of Marketing Generated Leads
Number of In-Person New Business
Visits
Lead Close Time
# of Self Generated Leads
# Leads Closed
Lead/ Closed Ratio Ratio of marketing generated leads to the number of actual sales
Total number of new customers brought on for each month
Track the leads your sales team is sourcing through personal outside
contacts
Amount of time from lead sourcing to lead closing, lower measurement is
better
Number of times a salesperson goes out to meet with new potential leads
Total number of leads by marketing tactic
Without KPI’s that are set ahead of time and continuously monitored, marketing
campaigns will fall short.
KPI Description

Tuesday, June 21, 2016 CONFIDENTIAL 24
Identify general KPIs as well as specific metrics by
channel
May 2014
Apr. 2014 New Customers
May 2014 New Customers 3
M/M Overall Performance 100%
Total Apr. 2014 Sales
Total May 2014 Sales 332,517$
M/M Overall Performance 100%
Sales & Promotion Sales & Promotion Sales & Promotion
May. 2014 Apr. 2014 % Change
Total List Size (to date) 816 827 -1%
Opt Outs (Month) 3 6 100%
Emails Deployed (Month) 1 1 0%
Open Rate 20.30% 22.60% -11%
CTR 15.60% 20.90% -34%
Bounce Rate 4.00% 3.00% 25%
Subject Line May Discount Deals from Atlantic Paper April Promotional Items From Atlantic Paper
APS Monthly Newsletter APS Monthly Newsletter APS Monthly Newsletter
May. 2014 Apr. 2014 % Change
Total List Size (to date) 813 821 -1%
Opt Outs (Month) 3 3 0%
Emails Deployed (Month) 1 1 0%
Open Rate 21.50% 18.80% 13%
CTR 14.70% 23.50% -60%
Bounce Rate 3.00% 3.00% 0%
Subject Line
Atlantic Paper's Customers Redeem
Their Rewards Points
Atlantic Paper's Newsletter - April Edition
Opportunities from Email Campaign
Results May. 2014 Apr. 2014 % Change
Number of Follow Up Calls 7
Number of Phone Calls that Resulted in Quote 1
Number of Phone Calls that Converted to Customers 0
Email Marketing
Newsletter
Sales and Promotions
* Note the Google Analytics tool was down for the majority of May 2014
May. 2014 Apr. 2014 % Change
Number of Visits 242 674 -64%
Number of Unique Visitors 202 374 -46%
Number of Page Views 242 1,508 -84%
Number of Pages/Visit 2.24 2.24 0%
Avg. Visit Duration 1:43 2:25 -29%
Bounce Rate 65.00% 62.46% 4%
% New Visits 75.00% 49.55% 51%
Opportunities from Website (calls) 0 0 0%
Results - Website May. 2014 Apr. 2014 % Change
Number of Phone Calls from People Saying They
Found APS via Website
6
Number of These Calls that Resulted in a Quote 3
Number of These Phone Calls that Converted to a
Customer
1
Number of Live Chats 3
Number of Live Chats that Resulted in a Quote 1
Number of Live Chats that Converted to a Customer
0
Google Analytics
Month-over-Month
May. 2014 Apr. 2014 % Change
Cost $1,249.84 $303.77 76%
Average CPC $4.46 $4.22 5%
Total Clicks 280 72 74%
Total Impressions 22,978 3,674 84%
Click-through-Rate 1.22% 1.96% -61%
Average Position 3 2.5 17%
Paid Search

Tuesday, June 21, 2016 CONFIDENTIAL 25
Step 6: Create a detailed implementation plan to
ensure execution takes place
Without setting a detailed timeline for your growth plan, you may have grand ideas
that are never implemented.

Tuesday, June 21, 2016 CONFIDENTIAL 26
Creating a unified marketing calendar for your team
will help ensure proper project management
30 1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 1 2 3 4
EXAMPLE – June 2015
Product
Feature Email
= Email
= Event
= Social Media
Networking Event
Calendars were
developed for all
major marketing
activities to tie
activities to deadlines
and launch dates,
ensure the
organization is on the
same page for all lead
generation projects
TBT
Product
Feature Email
TBT
TBT
TBT Networking Event
Facebook
post
Facebook
post

Tuesday, June 21, 2016 CONFIDENTIAL 27
Be careful to avoid these myths about execution
Harvard Business Review, Why Strategy Execution Unravels – and What to Do About It
Execution equals
alignment
While most businesses are aligned within each unit, the alignment breaks
down across functions and business units. It is important to provide structure
when coordinating cross-functional work to prevent time delays and waste.
“Just over half of all top team members say they have a clear sense of how
major priorities and initiatives fit together.” Ensure your employees understand
your messages well enough to communicate them in their own words.
Communication
equals
understanding
“Concentrating power at the top may boost performance in the short term, but
it degrades and organization’s capacity to execute over the long run.” Execution
should be driven by middle managers, and guided by the top.
Execution should be
driven from the top
Myths Solutions

Tuesday, June 21, 2016 CONFIDENTIAL 28
To summarize: the six step process
Research1
Messaging & Positioning2
Tactical Deep Dive3
Assets Needed4
Marketing Dashboard w/ KPIs5
Implementation Schedule6

Tuesday, June 21, 2016 CONFIDENTIAL 29
Thursday March 29th 2012 29
Ultimately, the success of your marketing strategy
will depend on your team
Instill a client-centric culture
Take note of your favorite sports team
Surround yourself with ‘A’ players
Happy employees = happy clients
Surround yourself with employees who are motivated, who truly believe in
marketing and who exceed client expectations

Tuesday, June 21, 2016 CONFIDENTIAL 30
Agenda
Today’s Jewelry and Marketing Landscape
Six Steps to Develop a Robust Marketing Strategy
Tactical Food For Thought

Tuesday, June 21, 2016 CONFIDENTIAL 31
Here’s a taste of the B2B and B2C tactics that are working
In a recent survey of both B2B and B2C professionals, email, SEO and paid search were
listed as top revenue generators.
Statista.com

Tuesday, June 21, 2016 CONFIDENTIAL 32
Email marketing can be a consistent source of
lead generation and retention
2013 State of Inbound Marketing Report, MarketingSherpa.com, MarketingProfs.com, ContentMarketingInstitute.com
Email marketing was the third overall lead
generation source for marketers in 2013, producing
13% of all leads.
In 2014, email marketing was cited as the most
effective digital marketing channel for customer
retention in the United States.
50% of B2B marketers and 66% of B2C marketers
say email is the most effective channel for
generating revenue.
SEO may drive traffic, but email drives conversions:
although just 22% of marketers cite email as their
largest web traffic generator, 25% say those visits
convert at the highest rate.

Tuesday, June 21, 2016 CONFIDENTIAL 33
Paid search (SEM) can be highly effective for
both B2C and B2B marketers
Although paid search can be highly effective, don’t do it because everyone else is.
Evaluate the average cost per acquisition you can expect – depending on the cost of
your products, this may not necessarily make sense.
ContentMarketingInstitute.com, Wordstream.com

Tuesday, June 21, 2016 CONFIDENTIAL 34
Social media success depends on your audience, but
these channels can generate more than awareness
Hubspot, The Ultimate List of Marketing Statistics, ContentMarketingInstitute.com
43% of B2B and 77% of
B2C companies have
acquired customers from
Facebook.
43% of all marketers
have found a customer
via LinkedIn in 2013.
36% of all marketers
have found a customer
via Twitter in 2013.
83% of marketers indicate that social media is important for their business for lead
generation, but the social media channel of greatest importance varies greatly
depending on the audience.

Tuesday, June 21, 2016 CONFIDENTIAL 35
Embrace and develop non-traditional B2B
marketing campaigns
Outbound 2.0 Customer Tool Kits Customer Advisory Groups
Create a specific list of targets
based on LinkedIn research.
Depending on the target, you
can even use LinkedIn jobs.
Leverage cross-channel
outreach via LinkedIn inmails,
phone and email follow-up to
improve cold outreach response
rates.
The goal is to setup a meeting
or phone call for your sales
team. Ask contacts to join your
email database if they aren’t
ready to close.
Identify your top B2B partners,
and invest time in developing
tool kits for them.
Create customized materials
such as sales presentations,
sales collateral, how-to videos,
resource libraries, and more.
Watch your customers better
sell your business with the right
tools, messaging and assets.
Empower your customers to
provide feedback and have a
voice in your company.
Assemble 5-10 key clients to
offer bi-annual feedback, help
refine existing offerings and
participate in product
development.
Improve marketing engagement
using direct customer feedback
while rewarding your VIP
clients.

Tuesday, June 21, 2016 CONFIDENTIAL 36
And don’t forget about exploring strategic
partnerships and co-marketing opportunities
Mono-brand & Multi-brand eBay & Amazon Marketplaces Blogger Outreach
Identify potential multi-brand
partners, including YOOX Group,
Cadenzza, TheCorner, and more.
Potentially work with more than
one.
Leverage multi-brand partners
to post new designs or
products, alongside national or
global suppliers.
Lean on partners to support
your own brand materials, with
high-end mono-brand website
support.
Create a seller account on
Amazon and eBay. Depending
on the volume of product you’re
selling, get a better price as an
individual.
Ensure that you are prepared to
comply with all terms for
shipping, customer invoicing,
etc. – otherwise bad reviews
could jeopardize credibility.
Optimize your profile with
keywords, and solicit customer
reviews from past customers.
Strong reviews will improve
your chance of future orders.
Make a list of bloggers or other
online influencers that discuss
jewelry, or other items relevant
to your business.
Conduct outreach to them for
an article, potentially sending
samples or press releases.
Lean on tools such as Bloggers
Required to get a host of
bloggers to bid on your content.

Tuesday, June 21, 2016 CONFIDENTIAL 37
Thank you
“Because the purpose of
business is to create a
customer, the business
enterprise has two – and
only two – basic
functions: marketing and
innovation. Marketing
and innovation produce
results; all the rest are
costs. Marketing is the
distinguishing, unique
function of the business.”
– Peter Drucker

Tuesday, June 21, 2016Tuesday, June 21, 2016
Thank You
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