Initially, the founders of Soma plann to open a showroom in Sochi right away, but they encounter a problem while searching for premises. The solution dragg on for a whole year. During this time, the couple rebuilt online traffic for the Sochi audience.
“We translat contextual advertising, us some popular
Local hashtags on Instagram*, collaborat with bloggers and publics basically, everything like at the very beginning,” Marina says. in local markets: Dusha Market, Strekoza, Polyana Local Market. “When selling jewelry at markets, we also casually gave gifts in the form of chokers with natural stones.
This was a very strong positive reinforcement of getting to know us
We also actively travel to markets in Rostov and Krasnodar, knowing that this was a relat audience,” says Marina. Work in Sochi A year later, they manag to find a place the renovation costs were around 100 thousand rubles: repainting the viber database walls, buying furniture, stands.
“We came up with a simple option:
We want it to resemble a cozy home, so that our clients would feel like they were just visiting,” Marina recalls. All this time, the showroom continu to function in St. Petersburg. However, sales there fell after the move. Our clients in St. Petersburg are the intersection of art and technology us to the fact that they can talk to the creators of jewelry, find out where this or that stone is from, how it was process, etc.
The seller will not be able
To provide this information, at least not to the extent that we did. We got our audience hook on the “nele of personal communication,” and they did not want to get off it. That is why we now come to the St. Petersburg showroom every two months, announcing this on the brand’s social networks. And after each such visit, sales grow. But this, alas, is still a usa data temporary effect. Marina Dorofeeva, co-founder of the Som brand.