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

AuctionsSep 30, 2022
Red Diamond Earns $1.8M at Auction

The final hammer price blew the pre-sale estimate out of the water.

EditorsSep 30, 2022
The Best of Betty White’s Jewelry Sold at Auction

Michelle Graff recaps the cats, fortune cookies, and charm bracelets that caught her eye while covering the late actress’ estate sale.

Policies & IssuesSep 30, 2022
Voting Is Open for the Fairmined 100 Challenge’s Best Collection

The winners, picked by a group of judges and voted as the public’s favorite, will be announced in a webinar on Oct. 11.

Brought to you by
6 Steps to Start a Dynamic Company Culture

Learn how to better serve your employees, customers and community by having a dynamic and supportive company culture.

CollectionsSep 30, 2022
Piece of the Week: Fewer Finer’s ‘Family Bracelet’

The engravable piece is a perfect family heirloom.

Weekly QuizSep 29, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
GradingSep 30, 2022
GSI India Names Ramit Kapur Managing Director

Kapur has spent nearly two decades working in the gemological labs sector of the jewelry industry.

Supplier BulletinSep 29, 2022
How to Create an Engaging Experience and a Sparkling Reputation

Sponsored by Synchrony

Brought to you by
Committing to an Ethical Diamond Business

While ethical mining is essential to a diamond business, they represent only a fraction of the responsibility bestowed on jewelers.

SourcingSep 29, 2022
Q&A: Constantin Wild Celebrates 175 Years in the Colored Stone Business

The family business’ fourth-generation eponymous owner reflects on the milestone and the market today.

AuctionsSep 29, 2022
See the Top Lots in Christie’s Upcoming Rare Watch Sale

According to Christie’s, the auction is its most important single-owner watch collection ever.

CollectionsSep 29, 2022
Trove Has a New Proposal: Ring Boxes

The jewelry box brand is expanding with both single and double ring boxes in red, mint green, and white.

SourcingSep 29, 2022
AGTA Names Jennifer Heebner Editor-in-Chief of its Publications

The association has also hired a new marketing manager and announced two staff transitions.

Policies & IssuesSep 29, 2022
JA Members Return to Capitol Hill to Voice Jewelers’ Concerns

The topics up for discussion with lawmakers included inflation, rising interest rates, hiring challenges, and crime.

AuctionsSep 28, 2022
The 18-Carat ‘Fortune Pink’ Diamond Could Sell for $35M

The pear-shaped fancy vivid pink diamond will lead the Christie’s Geneva Magnificent Jewels auction on Nov. 8.

SurveysSep 28, 2022
Consumer Confidence Rises in September

U.S. consumer confidence rose for the second consecutive month as gas prices fell.

MajorsSep 28, 2022
Artistry’s 2023 Catalog Is Out Now

The jewelry catalog features an updated layout and 160 pages of product.

MajorsSep 28, 2022
JFC’s 2022 ‘Hope for the Holidays’ Program Is an Adorable Menagerie

There are three designs to choose from this year, all featuring animals drawn by kids who have had wishes granted through Make-A-Wish.

AuctionsSep 27, 2022
In Betty White’s Blockbuster Estate Sale, Jewelry Held Its Own

Fine jewelry comprised three of the auction’s top 10 lots, though it could not top her director’s chair or scripts from “The Golden Girls.”

CrimeSep 27, 2022
3 Suspects in Beverly Hills Smash-and-Grab Robbery Arrested

A total of four suspects are now in custody with police still on the lookout for the remaining two.

MajorsSep 27, 2022
Stuller Releases 2 Updated Catalogs Ahead of the Holiday Season

“Mountings 2023-2024” and “Diamonds & Gemstones 2023-2024” offer a vast selection of options to create custom pieces.

Events & AwardsSep 27, 2022
ICA’s 2023 Congress Will Be Held in Dubai

The event will be hosted by the Dubai Multi Commodities Centre from Feb. 15-17.

IndependentsSep 26, 2022
Roberson’s Fine Jewelry to Close After 42 Years

The store’s liquidation sale will showcase the mix of classic and unique jewels it’s known for stocking.

CollectionsSep 26, 2022
Go ‘Inside the Dream’ of Bulgari Via a New Documentary on Amazon Prime

It follows Creative Director Lucia Silvestri as she crafts the brand’s high jewelry collections.

Recorded WebinarsSep 26, 2022
Watch: What Jewelers Should Know About Insurance

From safeguarding showcases to appraisal liability, insurance experts Mark Devereaux and Andrew Chipman share insurance tips for jewelers.

TrendsSep 26, 2022
Vahan Collabs With Wolf on a Jewelry Box

It’s the first time in 50 years the brand has made something other than jewelry.

Events & AwardsSep 26, 2022
Texas Jewelers Association Rolls Out New Format for Design Competition

The competition takes place in tandem with TJA’s annual convention, known as the Texas Jewelers Roundup.

CollectionsSep 23, 2022
Pandora Reimagines Keith Haring’s Art in New Collection

The limited-run collection features figures from Haring’s iconic street art on charms, bracelets, rings, and more.

×

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