|
|
|
In these challenging economic times, we built our marketing plan around the most recession-proof target: men seeking gifts for important occasions. Since 74% of diamond jewelry pieces sold in the U.S. are gifts, and over 70% of those gift-givers are men, we have always aimed many of our messages at him.
His role is even more important when times are tough. In previous downturn economies, we have seen declines in female self-purchasing, while male gifts have held steady. Therefore,
we’ve created a robust marketing plan to motivate male purchases of diamond jewelry for the highest-opportunity occasions.
Occasions – like a 40th birthday – cannot be postponed. This creates an urgent need for a
man to find the right gift. We have focused our media weight on Valentine’s Day, Mother’s Day, birthdays and anniversaries. Valentine’s Day and Mother’s Day are moments when consumers
are thinking about love, so men are even more receptive to our messages. Diamond jewelry price points for birthdays and anniversaries are at their highest level, so these occasions are also important elements of our marketing approach.
Our campaign will be supported with an innovative art installation, print and a new micro-site to communicate the message: "When celebrating a love that lasts forever, give the only gift that truly lasts forever: A Diamond."
- A spectacular art installation was created in Grand Central Station, New York City that used over 24,000 live roses to spell out "A Diamond Is Forever." Eventually, the roses wilted to demonstrate only diamonds lasts forever. The installation lasted 10 days, involved an online promotion where we gave away diamond jewelry and generated lots of press. To complement this exhibit, new "Silhouette" posters were also created and featured in Grand Central Station. (Visit adiamondisforever.com to view the exhibition.)
- New "Seize the Day" ads will continue to run in male-targeted magazines and newspapers around key holiday occasions, as well as the summer months, when anniversaries and birthdays are at an all-time high.
- The micro-site on www.adiamondisforever.com will continue to feature a gallery of designs and will be supported by online media.
- The products featured in our print will include Journey, Three-Stone Diamond Jewelry, Right Hand Ring and classic piece types such as stud earrings.
If you are looking for material to build a synergistic campaign:
- Download free newspaper ads
- Visit www.spotrunner.com/dps to develop a high-quality, affordable commercial and run a targeted media plan in your local market. Be sure to check out our new Anniversary and Holiday commercials.
|
|
