Meraki Advertising Campaign

About Meraki

Meraki is an eCommerce jewelry business website that allows users to tailor and customize metal shades such as silver, gold, platinum, and rose gold. During the customization process, users will be assisted by a virtual consultant. Features of this eCommerce business are that it grants access to the device’s camera to upload or take photos, as well as using augmented reality (AR) to virtually display jewelry on users.

Meraki’s Objectives

Communication Objectives

• To increase brand visibility and emphasize Meraki’s passion for creating custom jewellery.
• To stimulate a desire for the target audience of them wanting to be creative to customize their jewellery in a variety of ways in which other jewellery stores don’t offer.
• To be knowledgeable about our products and the process of creating customized jewellery. This brand awareness will encourage other people who hear about our service through word of mouth, will be more persuaded to buy from Meraki.  

Behavioral Objectives

• To gain new consumers to increase sales growth objective
• To persuade customers that buy jewellery from physical stores to try to customize and purchase jewellery from Meraki.

Target Audience

The primary target audience is men and women aged 25-55 with middle to high incomes who value personalized jewelry and shopping online. People aged 25-55 are more likely to have busy careers with a steady income with surpluses, which may influence them to buy at high-end jewelry stores.

Multi-Segmentation Approach

Demographics and behavioural characteristics will be focused on when creating and understanding the segments.

1. People ages 22 – 55
2. People in the middle and upper class
3. People living in Metropolitan cities

Positioning

The jewelry brands featured above have been operating for years. Consumers well recognize them due to their multiple locations in popular shopping malls and through reliable traditional advertising done with TV commercials, newspapers, and more. Fortunately for Meraki, these brands do not offer online customization; customization is only provided in-store, which lessens our competition. 

The biggest competition is Things Remembered, as they offer online and in-store jewellery customization at a cheaper price, but they specialize in engravings rather than creating your own jewellery item.

Therefore, Meraki’s market is not as saturated because there is not much competition in the eCommerce jewellery industry.

Advertising & Public Relation Strategies

The proposed advertising and public relation strategies are centralized around in-person events. Although this business is solely online, my team and I believed that it would be beneficial if we included some physical events to Promote Meraki. In doing so, the outcome will result in long term relationships with consumers, which is a part of Meraki’s core objective.

1. Influencer Lookbook

Promotion Mix:

• Internet Marketing
• Public Relations
• Sales Promotion

2. Jewellery Donation Gala

Promotional Mix:

• Public Relations
• Advertising

3. Pop-up Shop

Promotional Mix:

• Personal Selling  (sales specialist)
• Public Relation (Press Release)
• Sales Promotion (coupons)
• Advertising (Print Media)
• Done at major cities (Toronto, Montreal, BC, Edmonton)

Performance Evaluation

Measuring Page Visits:

Page visits will be kept track depending on how a consumer got to our page (ads, QR code, etc.).  We will be measuring and keeping track of the page visits during our marketing campaign, and we will compare those metrics with what our page interaction was like before the pop-up shops to determine how successful it was.

Social Media Insights:

We will also keep track of the number of clicks on our links posted through social media within our social media accounts as well as targeted ads through social media such as Twitter, Facebook, and Instagram.

Financial Statistics:

We will be running the numbers and measuring sales revenue.

Conversion:

Our customer conversion will be calculated by the number of people who visit our website compared to or divided by the number of people who purchase. This tactic will be useful when dealing with how much traffic our website entices to purchase jewellery.