As a former marketing guy, I can't not analyze this from that lens. You obviously want to point people to big-ticket items, but if I were lining this up I would also plot out some smaller things down the line to get people in the door. Think "omg, my fiance just surprised me with this little thing" and show a bracelet or some shit that costs $200 and can be financed super easily. Maybe I'm in awe of the cultural ramifications of this microtargeting and offended by the quality of marketing.
Wedding-day gift watch for Asa and bridesmaid jewelry gifts are obvious options that fit with the demo of their followers, but are slightly aspirational. The microtargeting in digital is literally the only way it "drives value" but also few brands budget appropriately for the volume of content required so influencers are necessary
See, that's why you get them in the door for something small and to sign up for credit before that day. Give them a few small and easy things to say "yes" to and before long - with retargeting and direct marketing - you've created a permission structure to $2,500 of presents on the store credit that you already have. Coordinate your platforms with your influencers for decent cross-promotion (in addition to the sponcon posts), and I think you could really move the needle here.
oh this is SO interesting and reveals my general ignorance when it comes to rings/bands/sets etc — thank you!!
I'm both recently married and a brand manager, this is basically my niche!
As a former marketing guy, I can't not analyze this from that lens. You obviously want to point people to big-ticket items, but if I were lining this up I would also plot out some smaller things down the line to get people in the door. Think "omg, my fiance just surprised me with this little thing" and show a bracelet or some shit that costs $200 and can be financed super easily. Maybe I'm in awe of the cultural ramifications of this microtargeting and offended by the quality of marketing.
Wedding-day gift watch for Asa and bridesmaid jewelry gifts are obvious options that fit with the demo of their followers, but are slightly aspirational. The microtargeting in digital is literally the only way it "drives value" but also few brands budget appropriately for the volume of content required so influencers are necessary
See, that's why you get them in the door for something small and to sign up for credit before that day. Give them a few small and easy things to say "yes" to and before long - with retargeting and direct marketing - you've created a permission structure to $2,500 of presents on the store credit that you already have. Coordinate your platforms with your influencers for decent cross-promotion (in addition to the sponcon posts), and I think you could really move the needle here.