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Waman Hari Pethe Jewelers got 35% Engagement by Leveraging Facebook

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Waman Hari Pethe Jewelers

About Waman Hari Pethe Sons

Two brothers, Ganesh Hari Pethe and Waman Hari Pethe, with dreams at heart and vision beyond centuries, in the year 1909 started their 1st Jewellery Showroom at Girgaon, the very heart of Mumbai. Their dedication, devotion, and transparent trade practices made the venture a huge success. In the year 1960, Shreedhar Ganesh Pethe opened a new showroom at Dadar, center then the emerging bus center of Mumbai.

Waman Hari Pethe Sons deal in Bangles, Mangalsutra, Necklace which has our Maharashtrian style and delivers the essence of its purity and legacy which is been followed since 108 years.

The Challenge

With its regular clientele now moving towards the older age bracket, whose purchasing power was gradually declining, WHPS needed to tap the younger audience to keep the 107-year-old company going and growing. With no brand ambassadors and only its exquisite designs and people’s trust in the brand to count on, it seemed an uphill task at first. They came to us with the challange in their mind that how to gain the new customers, how to target the youth audience, they typically have Senior Citizens as their Targetted group but they are not aggressively active on social media, and in next couple of years they would not have any customers if they don’t do something now, Creating a Dynamic website is not only their requirement but also to engage with the customers, talk to them in their language and dance with their emotions needs a certain amount of strategy.

Waman Hari Pethe Jewelers facebook page

Waman Hari Pethe Jewelers Facebook

Its biggest challenge was jostling for space in the heavily cluttered jewelry market, where most national level competitors have celebrities like Aishwarya Rai Bachchan and Amitabh Bachchan as brand ambassadors while those at the regional level have Madhuri Dixit and Salman Khan as brand ambassadors.

Idea

Entrusted with the full responsibility of their social media strategy and execution, we created a single point agenda for this account – customer engagement. The content was everything to do with the Marathi culture, with the right product placement. Also, contests around popular festivals such as Ganesh Chaturthi ensured that the fans always had something to cheer about and connect with. Not only posting the related content for the audience but also to engage with them and understand what they need and make them talk about what’ Waman Hari Pethe Sons’ are, and it could be the next thing in their mind whenever they plan to purchase a Jewellery. Buying is Secondary, no human will buy Gold/Silver online, hence we have also replicated the same communication on their stores so that same communication goes everywhere and patrons finds it easy to digest and burrp.

Waman Hari Pethe Jewelers facebook page likes

Waman Hari Pethe Jewelers Facebook likes

The Results

Not only has WHPS crossed the 2,00,000+ likes milestone on their FaceBook page, it now enjoys an engagement ratio of about 35%, which is the highest in the star-studded industry, with its closest competition trailing far behind at single digit percentage.

For the century-old brand, this translates into a fresh, young and engaged local user that is far likely to be an active customer over the next couple of decades.

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Also, their offline marketing like Hoardings, banner Ads spends got so less, and Facebook Marketing actually helped them to decide on which location/demographics to target for and to aim for, and it so easy to track what is working and what’s not.

They always believed in data, and when its Digital it has to be data, hence Facebook Ads Manager provides the relavant data on each penny spent on their posts, with the great amount and reach and shares made them believe that Facebook is what they always wanted.

Recommendations

Recently at a jewelry industry event, I went from stall to stall, and discovered brands after brand, large and small, not taking full use of social tools around them. To suggest, I wanted to share logical social media tactics all jewelers should implement into their social media strategy in 2017. I hope you will use a few of these tips to boost engagement, gain new followers, and ultimately, increase sales.

I hope you will use a few of these tips to boost engagement, gain new followers, and ultimately, increase sales.

I see a lot of brands trying to encompass everyone and everything instead of focusing on their niche. Start the year off right by really defining the DNA of your brand. Here are some questions you NEED to answer and they will help you carve out a nice little space in the industry.

Here are some questions you NEED to answer and they will help you carve out a nice little space in the industry.

Also try to answer these questions with your C-level execs or discuss these questions with your client, if you’re a social media manager, to make sure everyone is on the same page.

  1. Define your brand in three words
  2. List 10 companies that also reflect your brand’s essence with a strong social media presence you would like to emulate.
  3. What type of posts has worked the best previous year?
  4. Which posts buzzed on social media?
  5. What kind of feeling do you want your social media audience to have when they visit your Facebook page? Now that you have a better idea of what your brand stands for, make sure that all you social media postings stay true to your brand.

What if I told you that you can get 20,000 fans in two weeks with only 1 Lac? Would you do it? Well, you can easily achieve this with FB ads. The key is to choose your target well. Your best bet is to target a competing local business or brand. Once you have done this, target local publications or niche publications. Last but not least, target your own demographics, Like WHPS did they know what they want from people, they knew who they want to target and Facebook knew how to reach with them. Facebook has been the top social media site in terms of referrals to my clients’ websites, so investing in Facebook ads is a sure way to expand your reach in 2017.

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