5 Good Reads: How Failure Can Help Build Your Brand

This roundup of five good reads features a “Cheesepocalypse,” Snapchat marketing, and an infographic comparing social media networks.

#cheesepocalypse

Okay, Velveeta cheese has nothing to do with jewelry (and some would say nothing to do with cheese), but Kraft’s recent social media success following its supposed “cheese shortage” provides plenty of lessons for jewelers looking to connect with social media followers following a screwup. According to Advertising Age, the hiccup in production resulted in the brand making the “hearts of true brand fans grow stronger.” More importantly, according to a Kraft executive, it boosted the company’s sales. So the next time your jewelry store drops the ball on something, consider putting a social media spin on it.

We’re Ready for Our Close-Up, Instagram

According to recent post on Luxury Daily, a study by think tank L2 found that 93 percent of beauty brands have an Instagram account and 43 percent post more than once a day. In the personal care sector, the study found that beauty brands have the fastest-growing communities. Luxury Daily also gives plenty of great examples of beauty brands using Instagram to project their sales message. Does your jewelry store use Instagram? If so, what’s your marketing plan for the social media network?

Snapchat Pioneers

Why bother marketing on a social media channel that features photos that don’t last? Snapchat may not seem like a smart marketing tool on the surface, but more and more brands are buying into something called “ephemeral marketing.” Business 2 Community recently showcased five brands that are making the most out of a fleeting photo.

Dude, Where’s My Gift Card

Millennials who are reluctant to share contact information may be persuaded to do so as long as they get something in return, according to a study by Mintel cited by MediaPost. The study found 60 percent of millennials are already willing to provide their details about their personal preferences and habits with marketers, but 30 percent of those who initially didn’t want to share their information changed their minds after being offered a small incentive (such as a $10 gift card). How do you get customers to provide you contact information to get in touch with them later on or for marketing purposes?

Can We Really Say Facebook Communication Is Unobtrusive?

A cool infographic from Leverage comparing social media networks.

Click to enlarge