Events & Awards

The PR Adviser: What’s Your Strategy for the Shows?

Events & AwardsMay 23, 2017

The PR Adviser: What’s Your Strategy for the Shows?

Lilian Raji hates to give exhibitors another thing to think about before Las Vegas but … what’s your PR strategy?

Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers.

Hello My Dear Readers!

We’re taking a break from our regular “Dear Lilian” format for me to just be the PR Adviser today. Fear not, my lovely loyalists, I’m still available to answer all your pressing PR questions, by email or as posted in the comments section. I realize most of you are preparing for Las Vegas, as am I!

I’ll be flitting around the shows, looking for press-worthy dazzlers to feature in this column. If you’re not already following me on Instagram, Twitter or Facebook, would you take a second to do so now? You can then follow me through my adventures in Emerald City.

Yes, yes, I know Las Vegas is known as Sin City, but when we jewelry people take over, shouldn’t it be called Emerald City?

If you want me to stop at your booth, please send me an invitation. I’d love to meet my readers!

Now, I know it’s simply a madhouse where you are right now. Las Vegas is just weeks away and that to-do list isn’t getting any shorter. I hate to give you another item to add to that list, especially when you’re probably thinking of Googling the health ramifications of not sleeping for 96 hours for the fifth time. But … what is your PR strategy for Las Vegas?

Las Vegas is the time we see friends we’ve only known in Vegas (and oh the secrets we share), and it’s also a time we make new friends. Some of those friends own or buy for stores while others write for magazines. The latter are the friends I want you to consider making as you’re prepping your Red Bull IV drip for another all-nighter of Vegas planning.

You should have a spreadsheet of all the editors and writers planning to attend Las Vegas. You can often get this spreadsheet simply by asking the right people; but sometimes, you must put in some work.

Pull out that growing list of jewelry writers you love, love, love and send each an email asking if they’ll be in Vegas because, OMG, you’ve got an absolutely obscene pendant interpretation of Rihanna’s Met Gala Comme des Garçons dress done in rubies, sapphires and emeralds and it must be seen and Instagrammed in person!  

Just like you’re setting up retail appointments, you must also set up press appointments. It’s best for everyone around as attending press understand

you’re there to sell. If you’re busy when they stop by your booth sans appointment, they’re less likely to hang around. Having an appointment and someone ready to talk to them ensures you don’t miss any opportunities.

Now my new friend is Rebecca Moskal, founder of Communiqué and PR agency extraordinaire for JCK Las Vegas. 

I asked Rebecca for three of the most important things you should know in preparation for Vegas (as I realize adding any more than three new things to your 12-page pre-Vegas to-do list may have you contemplating your life choices.)

Rebecca’s wisdom:

1) Have your 30-second elevator pitch ready. Know what your key points are and practice conveying them in a straightforward, engaging manner as you won’t have much time to capture the press’s attention on the busy show floor.

2) Before the show begins, pre-select two or three pieces to show the press. Practice what you’ll say about each piece, such as the design inspiration, the gemstone or a signature look. Make sure the pieces are easily accessible, fingerprint-free, and will leave a lasting and memorable impression.

3) Have professional images taken of your new pieces (on a white background) BEFORE the show. These hi-res image files should be available on branded flash/USB drives for editors to take with them. Include a document with piece descriptions and your contact information.

There you have it! Three simple things to get you closer to your Town & Country spread.

Before you start screaming at your monitor--“Lilian, are you crazy? I don’t have time for this! Don’t you know I’m one UPS label away from express shipping myself to Santorini and saying to hell with Las Vegas?!”-- might I remind you this work is (or should be) already done?

You’re telling the press the exact same thing you’re telling retailers, except you’re not negotiating minimums and buybacks. You’re selling that editor on why her readers (also known as her customers) will want to own your Paraiba tourmaline pavé cuff bracelet.

The only new thing you must do is get your high-resolution photos onto flash drives. And that’s what interns are for!

It’s getting late and those insurance forms won’t fill out themselves. Don’t forget to email me if you’d like me to stop by your booth.  

And, as always, post in the comments section or email me with your most pressing PR questions.

Viva Las Vegas!

Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
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

AuctionsNov 23, 2022
This Sapphire Tiara Once Owned by a Danish Princess Is Going to Auction

The Dec. 1 jewelry sale at Bonhams-owned Bruun Rasmussen will have several other pieces of royal jewelry on the block.

FinancialsNov 23, 2022
Movado Lowers Guidance Amid ‘Uncertain’ Retail Environment

Its Q3 sales dipped as inflation took its toll on shoppers in the U.S. and Europe.

MajorsNov 23, 2022
De Beers Jewellers Is Popping Up in Connecticut

The temporary store is the result of a collaboration with Betteridge.

Brought to you by
Knowledge and Skills for Today’s Hot Topics

From laboratory-grown diamonds to design to country-of-origin, GIA's Alumni Collective™ has a seminar to suite your needs.

CollectionsNov 23, 2022
Piece of the Week: Rembrandt’s Turkey Charm

Charm fans will gobble up this festive “Piece of the Week” pick.

Weekly QuizNov 18, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
AuctionsNov 22, 2022
Jewelry Recovered from Sunken ‘Ship of Gold’ Heads to Auction

The S.S. Central America sank in 1857 off the coast of South Carolina, carrying tons of gold from the California Gold Rush.

IndependentsNov 22, 2022
See the Greek Jewels Going to Auction for Charity

Several Greek jewelry designers have donated pieces to the annual Hellenic Initiative silent auction.

Brought to you by
Diamond Shoppers’ 2022 Holiday Wish List

Give your customers the best diamond buying experience this holiday season.

SourcingNov 22, 2022
Head of Australian Miner Burgundy Diamond Resigns

The company announced the resignation of Peter Ravenscroft late last week, effective immediately.

SourcingNov 21, 2022
Provenance Proof Launches Online Marketplace for Traceable Gems

Debuting today, it is open to Provenance Proof blockchain users.

TechnologyNov 21, 2022
Version 2.0 of the NDC’s ‘Assure’ Directory Is Now Live

Assure is the program the Natural Diamond Council launched in 2019 to test lab-grown diamond screening devices.

MajorsNov 21, 2022
JK Findings Acquires Intercept Silver & Jewelry Care

Intercept Silver & Jewelry Care distributes anti-corrosion and anti-tarnish products.

MajorsNov 21, 2022
David Yurman Just Opened a Palm Beach Outpost

It’s located on famed shopping street Worth Avenue.

EditorsNov 18, 2022
9 of My Favorite Pieces from the AGTA Spectrum Awards Editors’ Day

Senior Editor Brecken Branstrator’s highlights include a chrome tourmaline ring, a giant opal necklace, and an American mined stone.

CrimeNov 18, 2022
Jewelry Store Security Guard Killed in Armed Robbery

Police in Calumet City, Illinois are looking for several suspects involved in the robbery of a jewelry store in the River Oaks Mall.

MajorsNov 18, 2022
AGS Adds Sumit Dangi to Board of Directors

Dangi is global chief financial officer and treasurer at Jewelers Mutual Group.

CollectionsNov 18, 2022
Piece of the Week: Tabayer’s ‘Oera’ Pendant

The brand’s signature shape is rendered in an autumn-appropriate color palette.

GradingNov 17, 2022
GIA Labs Report Receiving 2 Moissanites Submitted as Diamonds

The discoveries were outlined in the Lab Notes section of the fall 2022 issue of Gems & Gemology.

MajorsNov 17, 2022
Boucheron’s Magical Holiday Campaign Has Landed

“Boucheron Wonderland” showcases best-selling styles, high jewelry, and some familiar faces.

MajorsNov 17, 2022
At eBay’s New Pop-Up, Pre-Owned Luxury Goods Are Currency

The temporary space in New York’s Diamond District lets shoppers trade in one authenticated luxury item for another.

SourcingNov 17, 2022
De Beers’ Oct/Nov Rough Sales Total $450M

As in September, the company’s sales were up slightly year-over-year but down month-to-month.

GradingNov 17, 2022
Professor of Artificial Intelligence Among Additions to GIA Board of Governors

Lake Dai, who teaches at Carnegie Mellon University, joins the board alongside Rosy Blue Managing Director Russell Mehta.

AuctionsNov 16, 2022
One More Big Pink Diamond Heads to Auction, With $35M Price Tag

It follows a few other notable fancy color diamonds at auction this fall, with mixed results.

CollectionsNov 16, 2022
There’s a New Jewelry Destination in Greenwich, Conn.

Serpentine Jewels has branched out from its private jeweler beginnings to a ready-to-wear collection and a Connecticut townhouse.

WatchesNov 16, 2022
Rolex Names New Group President

A filing made in Switzerland shows Nicolas Brünschwig now holds the top position at one of the most popular brands in the world.

WatchesNov 16, 2022
Accutron Watches Has Its Very Own Whiskey

The watch brand partnered for the second time with Hudson Whiskey on a limited-edition blend.

ColumnistsNov 15, 2022
Creative Connecting: Managing Customers’ Expectations During the Custom Design Process

A great custom design experience starts with listening to your customers, Duvall O’Steen and Jen Cullen Williams say.

×

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