The National Association of Jewellers (NAJ) has announced a trio of marketing-themed speaker sessions at the inaugural NAJ Summit 2021 as part of its Better Business Seminars schedule.
Curated under the theme “How to Market Your Jewellery Business: From the Essential to the Sublime,” the back-to-back sessions will be accessible to all NAJ Summit attendees on Sunday, September 12, and will be relevant to all facets of NAJ membership.
Kickstarting proceedings will be Sarah Jordan, Founder and Director of The William Agency – the press partner of the NAJ Summit 2021 – with a talk titled “The ABCs of Marketing in 2021: A Beginner’s Guide to Press and Promotion”.
In this session, Jordan will share her top tips across a broad spectrum of marketing-related disciplines, including social media, advertising, media collaboration and content marketing. She will draw on her experience in the UK jewellery retail sector to provide a concise plan-of-action for jewellery businesses to follow in the lead-up to the Christmas sales period.
This will be followed by a session on “Influencers and Brand Promotion in Luxury Industries” by Gordon Glenister, author, podcaster, trainer and the Global Head of Influencer Marketing at the Branded Content Marketing Association (Influence) – a newly formed division to represent the interests of influencers and influencer platforms.
Glenister will explain why influencer marketing is the fastest growing advertising medium in the world and why the activities of brands like Estee Lauder, which allocates 75% of its ad budget to influencer marketing, should matter to jewellers.
He says: “This last year has been a challenging year for so many, but as we emerge out of lockdown, brands are pivoting so much of their spend online to drive consumer engagement. Any organisation that doesn’t have a strong digital presence now will not survive the long-term. Influencer marketing is expected to be one of the great success stories and particularly in the luxury brand space. Influencers and content creators are very adept at developing highly engaged audiences. The more niche the better. Brands can work with influencers or can become one themselves.”
Finally, social media trainer and consultant, David Glenwright, will close proceedings with a talk titled “Discovery Commerce – Creating Demand on Social Media through Engaging Conversations”. As one of a handful of trainers in the UK who’s accredited by Facebook, Glenwright helps brands of all shapes and sizes to maximise their return on investment both as an individual and through his team at Low&Behold, an integrated marketing agency.
With nearly 80% of Facebook users purchasing products they see whilst browsing social media, Glenwright will help NAJ Summit attendees to captialise on this consumer behaviour and create content online that goes beyond likes and comments to create genuine desire to purchase.
He explains: “”It is an absolute pleasure to be speaking at the NAJ Summit and sharing some insights to help business owners really get the most out of their online presence. With nearly 85% of Instagram users in the UK using the platform to find new brands to love, there has never been a better time to embrace social media as a tool to cultivate a community of people who love your products. I can’t wait to share some tips, tricks and tools that will help jewellers to really stand out online and be discovered.”
Better Business Seminars will take place across all three days of the NAJ Summit 2021, running concurrently with the Valuers’ Conference and the Retail Jewellers’ Congress, hosted by the Institute of Registered Valuers and the NAJ JET Business Network respectively. With close to 50 speakers across all three days, in addition to a Suppliers’ Showcase, attendees are being encouraged to plan their schedules in advance and, in some cases, book their place at popular presentations ahead of time.
The NAJ Summit will take place at the De Vere Staverton Estate in Northampton, which offers a leisure club, spa and 18-hole golf course. It is conveniently located for UK business owners and within easy access of the M1, Birmingham Airport and West Coast Mainline, with a journey from London Euston to the venue taking just over 60 minutes.
Tickets are competitively priced, with discounts available for on-site accommodation and ‘3 for 2’ offers provided for independent retailers and their teams.