Coffin & Trout
Discover How We Helped This Fine Jeweler’s Marketing Sparkle
If there’s any jeweler that knows custom fine jewelry, it’s Coffin & Trout Fine Jewelers. The Arizona-based award-winning jewelers are recognized far beyond the state’s borders (including by the Smithsonian National Museum of Natural History) for their innovative, artful designs, use of superior materials and exquisite craftsmanship.
Much of the jewelry built by Coffin & Trout master jewelers is all about crafting just-right angles and stand-out shapes, as well as highlighting gemstones and mixing metals to dramatic effect — whether it’s a setting that allows every single diamond to capture and reflect as much light as possible, their proprietary Paragon ring shape that won’t spin on the wearer’s figure, or making a vibrant statement with colorful gemstones
While Coffin & Trout are the best of jewelry experts, they aren’t experts in marketing — especially when it comes to digital marketing. Five years ago, they turned to Aidan Taylor Marketing to help them find those just-right angles, and to bring shape, clarity and vibrancy to their digital marketing efforts.
“We’re a very visual product, and so historically we’ve always advertised with magazines, newspapers and billboards” says Ryan Coffin, Vice President. “We still do a little of that, but the world is moving at a fast pace away from traditional forms of media. It was important for us to get on board and stay ahead of it. We turned to Aidan Taylor to take us into the new generation, into the digital marketplace.”
Coffin & Trout was having trouble with their existing website, which, although fairly new, wasn’t doing an effective job of driving leads or conversions and was riddled with technical issues. They also weren’t able to track which of their marketing efforts were working.
Bringing Back the Shine
Even though Coffin & Trout’s greatest pride is in creating precious pieces that will last for generations, they needed marketing that would strike the right tone in the here and now. They also needed the ability to track performance.
Paid
Advertising
Optimizing their advertising to improve and increase brand awareness and eliminate wasted ad spend, then making necessary tweaks to drive the right kinds of traffic was key.
Search Engine
Optimization (SEO)
Coffin & Trout had a goal to increase organic traffic, so we introduced to them our tried-and-true approach to SEO: sensible, trackable, with room for learning and iteration.
Mobile-First
Strategy
A diamond shouldn’t look like a speck, whether in person or on a screen. Coffin & Trout sees more than 60% of their traffic come in via mobile, so making their site responsive was a high priority.
Social Media
Marketing
By nature, bling wants to be a social media star, and Coffin & Trout’s collections needed to be brought to Instagram, Facebook and Pinterest in high-impact ways.
Content Planning &
Generation
Highly visual, compelling content that is analytics-driven continues to be a core piece of our offering for Coffin & Trout.
All Polished Up:
The Results
- Doubled traffic overall, plus improvements in traffic quality
- Quality leads tripled
- Ad spend cut in half
- Increased quality email subscribers by 50%
- Visibility into performance via Aidan Taylor Marketing’s proprietary dashboard and set up of Google Analytics
As a result of the Aidan Taylor Marketing approach, Coffin & Trout continues to experience significant lifts in traffic and quality leads, while optimizing and decreasing ad spend. Our proprietary dashboard and tracking systems provide essential, easy-to-grasp visibility into performance, and allow them to focus on creating beautiful jewelry, not worry about marketing.
Think
/
Build
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Run
Stay a
Step Ahead
It’s time to redefine what marketing can do for you. With 100+ years of combined digital marketing expertise, we’re ready to partner with you to create innovative, practical, and sustainable solutions that keep your company ahead of the curve.
Join the ranks of SMBs that have leveraged our expertise to not just compete, but lead. Contact us or schedule a free meeting today.
