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Friday, August 24, 2018

Instagram - A Powerful Marketing Tool

Instagram - A Powerful Marketing Tool IGstock.jpg.-84
Written By: Harmon Group

There was a time when including Instagram in a brand or retailer’s social media marketing plan was optional. That didn’t last long. A year after the photo-sharing app launched, 10 million users had signed up. A few years later, Facebook bought Instagram, and introduced advertising.

Now, having an Instagram account is expected, especially if brands and retailers want to reach millennials. According to a recent study from PEW Research, 64% of U.S. millennials under the age of thirty regularly use Instagram. It can be an incredibly powerful marketing tool to reach targeted consumers when used properly.

Recently we took on the task of utilizing a retail client’s Instagram feed to help them gain traction with younger consumers in their community. The results have been astonishing.

In just three months, their number of followers increased by 35%. The amount of people engaging with posts--liking, commenting, or sharing--went up by 195%. In order to accomplish this result, we utilized both Facebook and Instagram to boost the posts (meaning we used paid advertising to target a specific type of consumer) to people in the community that weren’t yet aware of the store. We also increased the amount of times we posted, and chose specific days and times that would get the best reach.

Because we posted more consistently, followers had a reason to return to the page and interact with posts by liking, sharing, and commenting on them. Organic posts (non-paid) and friendly interaction with people who responded also helped.

Our retail client has experienced tremendous growth in their bottom line thanks in part to a consistent push on this platform. If you’d like to implement Instagram into your marketing plan, contact us. We can help you do it correctly and consistently and get results.

About Harmon Group
Harmon Group is a full-service marketing and advertising agency based in Nashville, Tennessee that develops creative and strategic marketing plans customized to suit the unique needs of individual businesses, be they business-to-business or business-to-consumer operations. For more information, visit

Thursday, August 23, 2018

A Jeweler's One-Stop-Shop for Effective Social Media Marketing

The majority of independent retailers have come to understand that a solid social media presence, along with consistent social engagement, is key to their marketing efforts. There are three crucial reasons for this:

* This type of marketing can target potential customers more accurately than any other advertising media
* The number of unique visitors engaged on Facebook is over 164 million; on Instagram, it’s over 111 million
* Executed correctly, social engagement is the most cost-effective media with the greatest return on investment

Harmon, a marketing agency that has worked with a range of companies in the jewelry industry for over thirty years, recognized this need, and has developed an entire program to support independent retailers’ social media marketing efforts. But they didn’t just jump into the program—it required a lot of preparation.

“We’ve spent the last several years researching and participating in the social landscape,” explains Rick Arnemann, CEO of Harmon. “We’ve learned all of the intricacies needed to succeed in the social space, which is why we are consistently seeing response rates to our boosted social posts (posts that use paid advertising to reach a specific target audience) that are ten to twelve times greater than the average. We understand what works, what doesn’t, and what generates sales.”

With that knowledge, they created the Harmon Social Media Program for Independent Retailers. It’s a customizable social program that allows retailers to promote the brands they carry, their store brand, or a combination of both on their social media accounts.

“We are currently partnering with over 100 of the finest manufacturers in the industry,” says Arnemann. “Rather than post a single manufacturer’s products on retailers’ social media accounts, we’ll post products from every manufacturer they do business with. That keeps the content fresh and engaging. These manufacturers understand a comprehensive program like this is going be successful. That’s why they’ve partnered with us.”

Manufacturers send in their best products for Harmon’s photographers and videographers to shoot. They use their skills and equipment to create high quality assets, while Harmon writers craft targeted copy that urges consumers to take an action. “All of the assets we post on retailers’ social media are professionally-created and completely unique,” explains Arnemann. “You can’t get them anywhere else.”

Harmon handles all of the posting and boosting and provides a calendar at the beginning of the month, so retailers know what products will be promoted on which day. They also provide monthly analytics reports that break down the performance of every post.

While Harmon’s social media managers oversee and execute the entire program, to consumers, it appears to come directly from the retailer. All comments on posts will go directly to retailers to answer. “This is the first point of engagement, and we want them to welcome that potential buyer,” said Arnemann. “It’s important to establish that relationship early. We even make it easy for the retailer to know immediately when someone has responded to their posts by setting up notifications on their phone.”

“We provide everything that’s needed for independent retailers to take their social media account from a non-viable marketing channel to the most cost-effective advertising tool. The Harmon Social Media Program will create greater awareness of retailers’ stores to a very targeted group of jewelry shoppers in their market and generate sales.

For more information and to sign up for the program, visit,

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