India’s premier jewellery brand, ORRA has a diversified retail chain of 32 boutiques across 24 cities. The brand has won accolades along its journey with being awarded the Best Jewellery Chain, Most Innovative Jeweller amongst others, and most importantly the confidence of consumers. It has most recently also won the prestigious award for the Best Earring Jewellery Design of the year at the National Jewellery Awards 2016, Blogger’s Choice Award (Non-Vivah) and Best Platinum Sales Manager National awards at the Retail Jeweller India Awards 2016. Team MarkUp talks to Vijay Jain, CEO and Founder Director of ORRA, about what new marketing strategies the brand is trying to employ in 2017 to reach newer heights.
What new-age marketing strategies will you employ in 2017 to further scale up your brand?
In 2017, for digital media, we will put in renewed focus towards marketing automation (that helps market across multiple platforms), engagement, SEO and increasing conversion rate optimization with customer-driven content. In addition to this, with regards to content marketing we wish to combat decision fatigue ensuring, we are able to grab attention of the consumer right away with increased focus on social media to have a rippling effect of our marketing efforts. We will also aim to garner more traffic to our own e-commerce platform while creating accurate buyer personas.
How do you engage with your target audience on social media?
Over 2016, ORRA has come up with a number of compelling campaigns – built around our core product lines that speak directly to the contemporary Indian woman. The brand and the conversations we have with our audience on social media seek to reinforce the current progressive mood in the country. Given that our products help commemorate those special milestones in every woman’s life, our social media content is specifically crafted to touch upon these treasured moments. We speak to our audience in their voice, about their lives and in a language, that connects with them.
How do you plan content for social media?
Our planning is based on identifying those key moments in the year and identifying the specific product lines that most closely align with them. Our content calendar reflects those phases of the year that resonate most with our target audience – be it holiday seasons, festivals or weddings. In addition, we focus on recreating the same brand persona for social media, which our customers identify the brand with and also reflects across our product categories.
What content marketing strategies helped you garner maximum sales in 2016?
From a content perspective, we focused strongly on communicating the core brand ethos – design, quality and trust. Our content was curated to connect with our target audience, resonating with the most important moments in their lives, encouraging them to commemorate those occasions with ORRA Jewellery. One of the most interesting strategies we rolled out over 2016 was our ‘Anniversary Sale’ communication. We leveraged new tools on Facebook like carousel ads and canvases to create messaging based on different numbers reflected in our ‘Anniversary Sale’ discount offers and kept the momentum of engagement running throughout the campaign period.
Do you believe in the power of email marketing? How does your brand use it?
Email marketing is one of the strongest but less effectively used tool. Email marketing is part of our overall marketing strategy and business plan. It has allowed us to reach out to a larger audience while being relatively cost effective. We use this medium to create regular touch points with the consumer at their ease and convenience while sharing important communication from time to time.
What is your take on remarketing?
Remarketing is a strategy to reignite interest of a visitor to your brand either on the website or social media pages. It allows you to position targeted ads in front of a sharply defined audience who had previously visited your website – as they browse elsewhere around the internet. Google remarketing is an ideal tactic, especially where the sales process is long, considered and competitive. Executed in the right way it can be a powerful tool to improve brand recall and sales conversions manifold.
All brands are taking the route of digital marketing in the form of short ad films. What are your plans?
We have already taken steps in that direction, creating specific content catering to the taste of our target consumers on YouTube.
What is the USP of your brand that allows you to stay ahead of competition?
Being part of the world’s largest diamond manufacturing company, in a fragmented and competitive market, we realized that our USP would be to leverage our rich diamond heritage. In this regards, we conducted an in-depth study of the international markets to map a journey of both diamond consumption as well as brands in this space. From an aspiration, growth, premium-ness and profitability point of view, we felt that diamonds were a better choice in the long-term market that has allowed us to stay ahead of competition.
Any suggestions for budding marketing and brand managers?
The Indian consumer of today has grown tremendously in understanding themselves when it comes to making purchases of products with different price points, amongst different brands. This coupled with economic growth and socio-economic changes have forced marketers to constantly reinvent themselves and the thought processes that they are working with. My suggestion would be to enter the industry with an open mind and be ready to experiment with different concepts. Today, with the e-commerce boom, the industry has opened up to accommodate large brands and startups to exist simultaneously, and therefore brand managers should be able to work in coherence with both outlooks.