Articles and News

Merrick, NY—According to this recent article, Star Wars can teach us a thing or two about customer engagement.

“The entire Star Wars movement is one of the most stellar examples of prolonged customer engagement, having captivated audiences for nearly four decades.” That’s certainly true, especially for those of us who are now enjoying Star Wars again with our kids or grandkids.

So what can we as businesses/brands learn from Star Wars? Rob Tarkoff, the author, sees four ways we can benefit from observing this Star Wars phenomenon:

• Blend the old with the new.
• Build inclusive communities.
• Apply more organic engagement.
• Ensure multi-dimensional and authentic content.

Blending the old and the new works to an extent for most jewelers. Generally, jewelers target one segment of the market. What would happen if they didn’t (at least some of the time)?  Perhaps new customers might find them outside their target market. Consider how the both the young and the old love Han Solo and Chewbacca. They appeal to all ages, and your business can, too.

Besties: Young and old viewers alike can relate to Star Wars' central character Han Solo (played in the original and current films by Harrison Ford) and Chewbacca the Wookie, his furry friend, advisor, and co-pilot. 

To build a more inclusive community, don’t assume that just your younger audience is online. In your Facebook (and other social media) platforms, feature customers of all ages (with their approval). Make sure what you post appeals to more than your market segment. Above all, try to appeal to the widest possible audience with a diversity of content. Continue to market to your target niches, but give thought to what you offer that has broad appeal. Then make sure that shows through in your overall marketing and advertising.

May The Force be with you.