Using the Marketing Rule of 7 in the jewellery trade

In the jewellery trade most businesses have heard of the 80/20 rule but have you heard of the rule of 7 for marketing. The number 7 has been significant throughout history for many reasons, not to mention that it continues to be everyone’s favourite lucky number and the number 7 is everywhere. In marketing terms, the “Rule of 7” is everywhere too. This Rule explains that it takes an average of 7 interactions with potential customers before they purchase your product or service. It’s all about being consistent and repetitive (without being annoying). You’re more than likely not going to make a B2B sale with just one advert, trade show or email shot.

Seeking multiple interactions or touchpoints via email marketing, social media, trade shows or an advert etc over time, will help maintain visibility and helps build up trust by allowing the buyer to recognise you, ask questions and gain more information and confidence in your offering. Keep in mind that marketing is the marathon, not the sprint. With time and consistency, good things will start to happen.

Engage potential customers across various platforms with repeat messaging. Create blogs, product and service reviews, email campaigns, case studies, newsletters, ads and push these out via trade influencers such as sending your press releases to Professional Jeweller who also offer advertising opportunities, The Jewellery Show, ExCel, London is a physical show that brings new buyers and opportunities to meet the buyers face to face and show off your products and services, or Jewel Ads which offer an online trade directory and online trade show that is priced to allow consistency throughout the year and support the investment in advertising and exhibiting at a physical trade show.

Your product or service may be spectacular, but if no one knows about it, you won’t attract buyers. It’s about applying the Rule of 7 in creating consistent momentum and exposure to motivate buyers to contact you and find out more about your offering.

Experienced marketers know that your chances of converting a prospect to a customer at their first interaction with your brand are extremely low. The time-to-purchase tends to be much slower and can have multiple decision-makers involved. This makes converting B2B customers much harder. It’s also why the ‘rule of seven’ is your friend.

What is the marketing rule of 7?

The rule of seven quite simply states that it takes an average of seven interactions with your brand before a purchase will take place.

This makes sense. How many of us would buy a highly-priced item from an unfamiliar brand? We would likely do some research and gain a certain level of familiarity before we go ahead and make a purchase. For this reason, Jewel Ads isn’t just a trade directory but an information site full of relevant information about a supplier to decide to reach out and start talking and meeting in person.

For more information about listing your business on Jewel Ads go to www.jewelads.trade/list-your-jewellery-business/

“Most B2B buyers are already 57% of the way through the buying process before the first meeting with a representative”

Accenture, 2018

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