Columnists

The PR Adviser: Describe Your Customer

ColumnistsAug 16, 2022

The PR Adviser: Describe Your Customer

Columnist Lilian Raji continues her tour of the customer journey by asking, who is your customer? And, what do they like?

Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Hello again, my beloved readers! We’re continuing today with lessons I learned from the Glossy Future of Fashion and Luxury conference in June. More specifically, what conference speaker Neda Whitney, senior vice president and head of marketing for Christie’s America, told me.

Two columns ago, I bombarded you with questions that challenged you to not give me the same old, same old. Some of you responded by demanding to know what you ever did to me to cause you such brain pain.

Brain pain is good! It means your synapses are getting stronger as your mind begins to investigate a new way of thinking. And that’s where the magic happens, baby! Creativity and inspiration are the brainchildren of Herculean-strength synapses.

We addressed one of those tough questions in the last column. If you still can’t answer why customers buy from you, revisit it or call me!

Today, we tackle your ideal customer. In the golden steps of the customer journey, we call these bricks “developing the customer persona.” 

When I posed this question to you, I asked you to describe them. Who are they? What are they like?

When I go through this exercise with clients, we usually come up with more than one persona because your customers are not all the same. Their common trait, however, is that they enjoy spending their money with you. 

Neda Whitney from Christie’s got my synapses running laps when she told me she’s given up on traditional means for developing customer personas.  

“Oh, my dear Lilian,” she said in my imagined re-enactment of our conversation. “It’s no longer just about sitting with your team, brainstorming how Jack and Jill and Jordan find your brand. No, no, no sweetheart. Social media has made understanding your customers so much easier!”

And then she jumped on her Pegasus unicorn with a rainbow horn and flew away, leaving me with the powerful insight I share with you today. 

Pick your poison. Facebook. Instagram. LinkedIn. Pinterest. TikTok. Twitter. SnapChat. YouTube. 

Spend enough time on any of these channels, and you’ll discover your customers are happily telling you who they are, what they like, who they follow, and what they did last summer. 

My customer persona exercise used to begin with brainstorming before going to social media to identify customers with specific traits, then tracking their behavior. 

Now, thanks to Neda’s genius, we’re starting on the platforms and working backward. 

Let’s fire up your CRM, or customer relationship management, system!

If you just asked, “what’s a CRM?” please pardon the wave of expletives I unleashed. 

Let’s take a side journey into the sexy scene of CRMs and why you need one. 

A warning—what I’m about to describe sounds like stalking. And it kind of is; kinda creepy, kinda intrusive, but 100 percent guaranteed to be appreciated by your customers, as long as they don’t know how you appear to read their minds.

 Related stories will be right here … 

A strong CRM will shelter your customers’ intimate secrets, including everything they’ve purchased from you, when they last purchased, and how much they spent, and that’s just the basics. 

If you’re fully maximizing your strong, sexy CRM, you will also know their birthday, anniversary, and other important dates in their life, allowing you to conveniently show up at the right moments to say, “Hey you, you’ve got an important event coming up. What are you going to wear?”

But wait, there’s more!

With the right CRM integration, you will also know where on your website your customer has spent the most time, how often they come back and admire that one piece that really should be theirs, and if they’ve ever been tempted to put that piece in the shopping cart but then changed their minds.  

What can you do with this information? A helluva lot! But I’m getting ahead of myself. We’ll return to this in a future column. 

Facebook has a nifty tool called Audience Insights that will tell you immediately who your customers are on both a demographic and psychographic level. Demographics gives you facts like age, gender, education, etc. Psychographics tell you hobbies and interests. 

Demographics will let you know if someone can afford to be your customer; psychographics will show you how to seduce them into becoming your customer. 

The pursuit of luxury is a passionate endeavor. I’ll never stop saying this. In fact, I demand my family put it on my tombstone when the time comes.

As with all passion, seduction is the key to getting customers to buy from you. Knowing what they like and how they like to spend their time brings you one step closer into luring them into your, ahem, CRM. 

With Audience Insights, you can upload email addresses of your customers from your CRM, and Facebook will give you their core demographics based on its ability to match the email addresses with existing Facebook and Instagram users. 

All of this becomes anonymized in the process, so don’t worry about exposing your customers’ personal information. If you’re without a CRM (shame!), you can also do the same using your existing Facebook and Instagram followers. 

To get to the truly juicy stuff, the information you need to determine how you’re going to get your customers’ temperature rising, you’ll want to look at the Page Likes feature, which give you psychographics. This bit of info serves as the ingredients to make that special love potion guaranteed to get your customers throwing their credit cards at you.


And here is where I leave you until next month. I know, we’re just getting to the good stuff. But if I give it to you all now, how will I keep you coming back for more?

If you can’t wait, hop on over to my calendar and schedule a complimentary one-on-one with me. Otherwise, see you next month!

On another note, I’m now back on Instagram after a long hiatus!

I’m looking for brands to profile on my page since I didn’t make it to Vegas this year. If you’re interested, follow and DM me on Instagram, @lilianraji, and we can go from there. This is entirely complimentary because, as you know, I love to help!

Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

CollectionsFeb 03, 2023
Chipotle Spices Up Valentine’s Day with Jewelry Collection

The fast-casual chain partnered with Anna Sheffield’s Bing Bang NYC brand on a capsule collection and it’s a little “extra.”

SourcingFeb 03, 2023
Greenland Ruby Names New CEO

Geologist Arnt-Eirik Rørnes has taken on the role.

EditorsFeb 03, 2023
Piece of the Week: Gismondi 1754’s ‘Marea’ Cuff

The diamond and tanzanite bracelet was inspired by the waves of the Italian gulf near Genoa.

Brought to you by
Bringing Over 130 Years of Diamond Expertise to Modern Grading

De Beers Institute of Diamonds provides the very best in diamond verification, education and diamond services.

CollectionsFeb 02, 2023
Lowe’s Is Now Selling Jewelry

The home improvement store’s website features an “Empowerment Tools” demi-fine jewelry collection.

Weekly QuizFeb 02, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Events & AwardsFeb 02, 2023
Registration is Now Open for JIS Spring 2023

The show will feature a new pavilion of 30 jewelry designers and manufacturers from Surat, India.

Policies & IssuesFeb 02, 2023
Tiny Radioactive Capsule Lost in Australian Outback Found

A government official said search crews “found the needle in the haystack” when they located the capsule belonging to Rio Tinto along an 870-mile stretch of road.

Brought to you by
De Beers Institute of Diamonds Expands to Offer Education

De Beers is sharing over 130 years of experience and expertise through the De Beers Institute of Diamonds with a selection of courses.

TrendsFeb 02, 2023
Amanda’s Style File: Purple and Playful

Amanda Gizzi welcomes February with a selection of amethyst jewelry, a birthstone that “deserves its own time to shine.”

EditorsFeb 01, 2023
Designers to Watch in 2023: Boochier

Behind the playful and nostalgic brand lies deeper meaning.

Events & AwardsFeb 01, 2023
New Miami Jewelry Center Slated to Open in Q1

The Time Century Jewelry Center is located in downtown Miami’s jewelry district.

SurveysFeb 01, 2023
Consumer Confidence Falls in January

Wariness about the year ahead offset a more positive view of the current economic situation.

MajorsFeb 01, 2023
Six New Retailers Appointed to IJO’s Board of Directors

The IJO also welcomed one new vendor member to its 13-member board, Brecken Farnsworth of Parlé Jewelry Designs.

Policies & IssuesJan 31, 2023
Rio Tinto Issues Apology After Radioactive Capsule Goes Missing

The tiny capsule, which is believed to have fallen out of a truck, was lost somewhere along an 870-mile stretch of desert road.

MajorsJan 31, 2023
Indian Jewelry Brand Tanishq Opens First U.S. Store, More on the Way

The jeweler’s expansion plans include 20 to 30 more stores in North America and the Middle East over the next two to three years.

Events & AwardsJan 31, 2023
Gucci Is Getting a Gem Award

The Italian luxury brand will receive the first Gem Award for High Jewelry Excellence.

MajorsJan 31, 2023
Martin Flyer Names New VP of Business Development

Industry veteran Kevin Lane has stepped into the role.

MajorsJan 30, 2023
Researchers Uncover Bejeweled ‘Golden Boy’ Mummy

The ancient Egyptian teenager was buried 2,300 years ago with 49 amulets to guide him through the afterlife.

SurveysJan 30, 2023
Consumers Embracing Non-Traditional Ways to Mark Valentine’s Day

The NRF’s annual survey shows that consumer attitudes about how, or even whether, to celebrate Feb. 14 continue to evolve.

Events & AwardsJan 30, 2023
JA Is Searching for the Next Retail ’20 Under 40’

Nominations are open now through March 24.

MajorsJan 30, 2023
10 Jewelry News Stories You Might Have Missed

A column detailing how independent jewelers did last year and the top watch brands of 2022 were among the most-read stories last week.

FinancialsJan 27, 2023
Tiffany & Co. Shines for LVMH in 2022

Acquired in 2021, the brand’s high jewelry sales have doubled and its new “Lock” collection was an instant hit.

MajorsJan 27, 2023
Diamond Council of America Appoints Treasurer, Board Member

Executives from Fred Meyer Jewelers and Riddles Jewelers have filled the roles.

CollectionsJan 27, 2023
Piece of the Week: Heavenly Vices’ Lock Necklace

The Victorian-inspired design is a functional lock and key.

Supplier BulletinJan 26, 2023
JA New York Spring Brings the Industry Together

For over 100 years, JA New York has played an integral role in facilitating the evolution of our industry, while also honoring past traditions.

TrendsJan 26, 2023
At Vicenzaoro, Paola De Luca Gazes Into Jewelry’s Future

The trend forecaster and her guests explored unconventional jewelry designs, NFTs, AI art, and more during her Trendvision presentation.

CollectionsJan 26, 2023
NDC and Lorraine Schwartz Announce New ‘EDDI’ Class

The Emerging Designers Diamond Initiative provides diamond credit and mentorship to young brands helmed by BIPOC designers.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy