Ōtautahi Artisans is a family owned and operated jewellery store in the heart of Ōtautahi | Christchurch. It first opened its doors in 1983 after the co-founder, Derek Smith, lost his job as a jewellery repairer and craftsperson for a major retail store. Rather than go back on the hunt for a new master to serve, Derek and his wife, Janine, chose to take the plunge and open their own jewellery store dedicated to creating quirky but elegant pieces. Janine’s background in design and marketing made her a perfect match for Derek’s attention to detail and passion for creating interesting pieces that suited the discerning wearer. Together, they were able to create a legacy that made them a household name in the area and build up a strong client base from word-of-mouth marketing as more and more people were looking to get something unique to them or as a unique gift for a loved one.  

As time passed on, Derek’s hands were no longer able to continue day-in, day-out with making new pieces, but luckily his middle son, Ed, had shown a great passion in the craft. In 2003 Ed formally joined the ranks as an apprentice jeweller and now runs the business that has built on Derek and Janine’s legacy. As time went on, Ed learnt more about the business and was able to take on more managerial as well as crafting duties. In 2016, Ed took ownership of Ōtautahi Artisans, allowing Derek and Janine to enjoy a happy retirement. They don’t stay away completely, of course. Derek makes sure he comes in to help Ed out with ideas from time to time and Janine is always pitching new design ideas for the window or maybe cheekily show a customer a different item when the store is busy, couldn’t handle all the people in the shop. 

However, now in the 2020s, the proliferation of online imitations and a jewellery saturated market by big brands have meant that relying on word-of-mouth just wasn’t enough. It was time for a sea-change in how Ōtautahi Artisans operated and that meant going online for the first time. Aside from a basic website and a dead Facebook page that they haven’t updated since the early 2010s, there isn’t much of a web presence for the company.  

In comes Ed’s eldest, Sammie. Sammie has just completed her degree in marketing and is full of great ideas that sometimes put Ed on the backfoot a little. She’s always been one to be open about expansion and growth, but Ed has always wanted to respect his parents' vision, too.  

“Look, I can make you a website in no time. We can start selling necklaces and next thing you know people will want to buy rings, and earrings, and anklets, and…” 

“Anklets? We don’t even make anklets…” Ed said to Sammie over dinner.  

“You know what I mean! We can do more. People aren’t walking into the store as much as they used to, eh?” Sammie replied. 

“That’s true…business has been down and it’s getting harder and harder to find new customers”.  

“So, let’s do it – let’s go digital?” 

Sammie’s enthusiasm was heartwarming for Ed. It was a great to see her so passionate about the business her grandparents had built. It’d be a lovely to work with her, too.  

“Alright, Sammie, I’ll set you a challenge. You show me what you can do over the summer break and if it makes a difference, I’ll look at taking you on next year. How’s that sound?” 

“Woah, I’m not working for you” Sammie snapped back. 

“Wha…, I thought you were trying to get a job!?” 

“No, I’ll be your consultant – I’m my own boss and we can both quit when we feel like it.” 

Ed didn’t expect anything different from a daughter who was full of more fire than his blowtorch. 

“Sounds like a deal. Ok, hit me with your ideas as they come, and we’ll see what we can do." 

Week 1: Introduction to Digital Marketing 

Scenario: Sammie, fresh from university, pitches digital marketing to her dad, Ed, as the future for Ōtautahi Artisans. Ed is questioning the need to go digital, pointing to their strong reputation is built by word-of-mouth. Sammie must now convince him how digital marketing enhances, not replaces, traditional marketing. 

Challenge: Help Sammie to create a short pitch deck explaining how digital marketing tools complement traditional efforts, how they reach a broader audience, and why a website and social media presence are essential in today’s market. From the following list, please choose SIX statements that would be best suited to this situation.