Professional Jeweler Archive: Reeds Jewelers Bets on Elvis

December 2003

First Run

Reeds Jewelers Bets on Elvis

The latest sighting of The King involves a cross-promotion with 10th largest jewelry chain in the U.S.

In November, Reeds Jewelers, Wilmington, NC, launched an innovative cross-promotion with BMG, one of the world’s largest music conglomerates, in conjunction with its new “Elvis 2nd to None” CD.

The promotion is an online sweepstakes that offers consumers the opportunity to win a $4,000 platinum jewelry shopping spree at and a limited-edition Elvis platinum record plaque. Elvis is the individual artist with the most platinum records in history. Last year’s “Elvis 30 No. 1 Hits” CD sold over 9 million copies worldwide.

Broad and Focused Reach

The two-month program will be promoted online via Lycos banners, reaching over 12 million consumers; BMG’s contest page, which has 1.5 million visitors a month; and e-mails to BMG’s database and a dedicated Elvis fan database. In addition, Music Choice, the world’s largest digital music broadcaster, ran Elvis/Reed advertisements throughout November, reaching 25.9 million households via digital cable and DirectTV.

“This promotion is a very exciting, cost-efficient and timely way for us to raise our brand-awareness, drive traffic to our Web site and align with an American icon who resonates with a young market and their parents,” says Alan Zimmer, president of Reeds Jewelers. Reeds is the 10th largest mall-based retail jeweler in the U.S., with 91 stores located largely in the Southeast – also known as Elvis country. Reeds even lets BMG’s online readers know it has a store in Tupelo, MS, the birthplace of The King.

Adding Excitement

Industry veteran Lynn Ramsey, along with her music consultant partner, Lana Posner, coordinated the promotion on behalf of BMG’s Strategic Marketing Group. “We’re trying to bring some of the excitement of the music industry to [the jewelry] industry,” says Ramsey. “We applaud Reeds Jewelers for its vision in launching the Elvis promotion. It is exactly the kind of creative marketing initiative retailers need to grow their businesses today.”

This sign cross-promoting a new Elvis CD appears in all Reeds Jewelers stores.

Copyright © 2003 by Bond Communications