Great Marketing Always Begins with a Great Product

I have always believed that great marketing always begins with a great product. A great product makes marketing much easier. The product itself needs to be the star and the marketing only serves to spread the word about it and to instill desire in the prospect for the product. When you have the alignment of a great product offering, mixed with excellent marketing, then you can create the type of buzz that is so desired by retailers.

A great example of this can be found in the very competitive jewelry industry. Most of the big players (Tiffany, Birks, etc.) have big marketing budgets to keep their brands and products at the top of mind for consumers. But what if you are a smaller jeweler and you are trying to get some name recognition in such a crowded industry, with a smaller budget?

One such jeweler is Bijouterie Ex Aurum (Jewelry & Engagement Rings) who has to compete with several big jewelers in the smaller Montreal market. They don't have a big marketing budget and mainly get their clients via word-of-mouth and their website. One of the biggest reasons for their enduring success (they have been in business for over 25 years) is that they make the finest quality jewelry that they can make for their customers. In addition, they put so much focus on keeping their styles of engagement rings to a high level.

Their philosophy in putting such an intense focus on high-end style and first class quality has enabled Ex Aurum to thrive. You can see some of their designs below. While you look at these ring examples, keep in mind that these rings were designed and made with a focus on instilling desire within potential clients. As I have often said, if you can instill desire, to make the prospect begin to engage their imagination with respect to your product, then you are well on your way to building a loyal following. This is something that Ex Aurum does so well, as they have an ever-growing group of repeat clients and the best part is that this group also gives the company significant referrals.

Here are some of their products that have contributed to their success:

These are some of the examples that can be found.

Marketing and sales are really two sides of the same coin. It is very important not to do marketing in isolation from the design & manufacturing aspect. Both are needed to work together to be able to create the kind of sales environment that will make it much easier to sell your products.