A major part of Canberra Jewelers’s marketing plan is going to be their heavy social media presence. Social media accounts will be created for Instagram, Tik Tok, Facebook, and Twitter. There will be consistent posting and updates available on all social media platforms. Through Instagram targeted ads will be used as well as the “shop our feed” feature. Through Tik Tok popular trends and sounds will be used accordingly in order to grab the consumers attention and make them shop. Similarly to Instagram, on Facebook the company will also use targeted ads in order to reach the target audience. Twitter will be a space to post updates and new arrivals in short and attention grabbing ways to quickly pull in consumers. Social media is going to be the most effective tool as a direct to consumer business because there will be no physical stores, only an online format. The goal is to get the consumers to go from the social media posts and direct them to the online shop.
The target audience for Canberra Jewelers is mainly women in their mid twenties and older. There is also a target group of men who shop for jewelry as gifts for their partners, also in their mid twenties and older. Major holidays which the jewelry can be purchased for and the company is expecting higher profits for are Valentines Day and Christmas. Besides this it is expected that during the wedding season, for Australia that would be from September to May and for the United States that would be from June to September. Other times it is expected for customers to shop Canberra Jewelers includes purchasing jewelry for birthdays, anniversaries, and engagements. The best part about the jewelry from Canberra Jewelers is that there is such a variety that can fit anyone’s style. From more casual everyday pieces, unique one of a kind pieces, and more formal and night time pieces. There is a variety of jewelry that everyone can find something that matches their personality and personal style.
Besides being beautiful jewelry pieces this brand and products are needed in order to grow the Australian fashion industry. There is an amazing fashion industry in Australia and the “made in Australia” fashion market needs to be expanded and appreciated on a global scale. There is quality craftsmanship and materials in Australia that the world needs to know about. What makes these products unique is their strong connection to the Australian land which the materials are gathered from and the quality craftsmanship that they are then put together with. They are all sourced, manufactured, and sold through Australia and will hopefully inspire more Australian fashion brands to be founded and based in the country. Besides this being made with opal makes every jewelry piece slightly unique because there are no two pieces of opal that look exactly the same.
The jewelry pieces are not just something that Australians want to wear; these are timeless pieces that can be worn across a variety of cultures. Expanding into the United States works so well because the products can be kept standard and sold there just as they are in Australia. In the future the jewelry can also be sold in other countries across the world and across many different types of cultures. Having a product that can be sold within a variety of cultures with little to no changes required allows for ease of growth in the future when the company is ready to expand into more regions of the world.
