Richard Sauerman, more commonly known as ‘The Brand Guy’, will host a presentation – From Storefront to Storyfront – at 2 pm on 24 August (Sunday).
Sauerman has more than three decades of experience working on branding with some of the world’s largest advertising agencies, including Saatchi & Saatchi, Ogilvy & Mather, DDB, and McCann Erickson. He has also worked with companies such as Coca-Cola, Microsoft, Levi’s, Streets, Toyota, Nescafé, and Vodafone.
“The key takeaway? Don’t just sell jewellery, create a brand that people fall in love with. If your brand can tap into an emotional connection, you’ll stand out and sell more,” Sauerman tells Jeweller.
“[For attendees] It will shift their thinking from ‘I sell jewellery’, to ‘I build a brand people want to be part of.’
“In a crowded market, a product alone isn’t enough. This session will give retailers the tools to create emotional connections, elevate their in-store and online experience, and stand out in a sea of sameness.
“Whether they’re selling $50 bangles or $5,000 diamonds, branding is what turns browsers into buyers, and buyers into lifelong customers. Attendees will walk away with clear, actionable ideas they can apply immediately, regardless of their budget or brand size.”
Sauerman will be covering a broad range of topics, including selling the feeling and not the product, understanding your purpose, creating a signature experience, turning staff into brand ambassadors, and making it easy for consumers to love your business online.
“Don’t just listen. Choose one bold step from selling jewellery to building a brand people love, and commit to it,” he explained.
“Small changes in how you show up can make a big difference in how customers feel.”
The International Jewellery Fair will take place at Sydney’s International Convention and Exhibition Centre in Darling Harbour, beginning on 23 August.
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