Customers relive their cherished memories in promotions
Some retailers think it's OK to kiss and tell. They've found success
in local contests, generally coupled with splashy ad campaigns, inviting
couples to share their love stories for prizes.
Rogers Jewelry's two stores in Reno, NV, asked "How did you pop
the question?" in full-page newspaper ads smacked with red lipstick
marks, a besmooched local celebrity (the police chief) and a handful of
proposal ideas. Entrants put so much effort into their walk-in entries that
Rogers ran a post-contest "People's Choice Awards" and printed
favorites in an ad. The prize was an Ideal Cut anniversary band and a "night
on the town."
"We weren't really advertising merchandise, but wedding-set sales
went up 20% during the promotions," says Bart Marks of Rogers. "The
people who entered the contest weren't the target. The ads caught the attention
of young couples who were getting ready to get or had just gotten engaged."
People have a basic need to announce their love to the world, and these
promotions let them do it in a big way, says Elizabeth Parker of Curt Parker
Jewelers in St. Louis, MO. Curt Parker was a sponsor in the "How We
Met" contest run by a local newspaper and donated the main prize, a
strand of cultured pearls. The winning couple, who met while traveling separately
on vacation and discovered during the flight home they lived in the same
city, visited the Parkers' store for champagne and a lesson in pearl care.
The Diamond Information Center gets engagement ring customers involved
in a similar way by showcasing unique engagement stories on its Web site
by Stacey King
Copyright © 1998 by Bond Communications.