Darakjian Podcast – Jeweler Uses Social Media During COVID19

Today, I decided to start-up (again) the TM 301 Redirect podcast. Local businessman and friend, Armen Darakjian, was the inspiration to get this up and rolling again.

Darakjian PodcastOn March 17th, 2020 the COVID19 pandemic closed up shop for 98% of us in our state of Michigan. This forced many businesses to transition to how they do business. In the case of Armen, his beautiful storefront in the high-rent district of Birmingham, MI was forced to close as well. He had to furlough staff and the “stay-home stay-safe” order by Governor Whitmer meant that no one could come to his business to view the selection of products he offers.

Pandemic & Social Media

How did Armen deal with these restrictions?

He made the simple transition over to using his strong following and connections in social media. IG Live streams, Facebook Advertising, Zoom meetings, and aggressive posting and creative promotions have helped him maintain authority in his segment. Gathering over 200 people with brand sponsors and NY auction houses to talk about watches and their values. This one event alone yielded a few hundred for 3 hours on a recent weekday evening. It also started conversations with 3 prospects on some items that have converted into sales.

Armen says that these meetings and broadcasts keep him connected and relevant. He was also surprised that many other competitors are not doing this style of marketing. He makes himself available and utilizes FaceTime, live pictures, and Zoom for in-store “virtual visits” while maintaining social distancing.

“It’s about building real relationships and keeping people informed,” said Armen. “I realize that jewelry is a luxury item and this is not the time people will be thinking about that new watch or a diamond. This is what I have lived and breathed for my entire life, so my passion is natural. I love connecting with others that share my interests and I’m a social butterfly too. So using social media is fun and has proven positive for my relationships and that transforms into real sales that are not pressured.”

Over the next few weeks, I’ll be interviewing other local businesses to discuss hope the pandemic affected them, the changes they made, and how digital was involved. From websites to custom software, digital marketing to curbside pick-up I’m looking to cover the entire spectrum.

If you’d like to have a chat about your business on the 301 Redirect, please reach out to dwight@tmprod.com.

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