Professional Jeweler Archive: Jewelers' Ads: Break Out of the Box

January 2003

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Jewelers Ads: Break Out of the Box

The best new ads evoke an emotional response


Imagine you are holding a box with the names inside of every independent fine jeweler in your market, including you. Now imagine this box being distributed to every potential customer in your market – savvy consumers who are free to pull any name they want from the dozens, perhaps hundreds inside. It’s time for you to get out of that box.

You may be saying to yourself, “We’re not in the box. We’re not like every other jeweler.” That may be true, but is your marketing as unique as your store? Take this test.

  • Do your current ads feature stunning photos of diamonds, jewelry or watches?
  • Do you advertise annual sales, inventory clearances, anniversary discount promotions and the like? Once a quarter? Maybe even once a month?
  • Do you consistently feature “sale” prices?
  • Do you display pictures of yourself, your store, your staff or your customers?
  • Do you rely on co-op vendors to supply the creative content for a significant portion of your advertising?
  • One last question: Are your competitors doing the same things? Then, sorry, you’re still in the box. No matter how unique your store may be, your advertising is standard issue. There is nothing to set it apart from the other ads consumers are bombarded with daily.

It’s About Emotion

Let’s be honest. For the most part, shoppers can find the merchandise you offer or something similar in nearly any fine jewelry store in your area. Your advertising is leaving them free to shop anywhere they want.

The key word here is “want.” How do you make them want to shop with you? You can’t make it happen using the same tired approach that’s been around since Adam proposed to Eve. Consider a dramatic break from the norm. Abandon those flashy product shots from co-op vendors. Forget holding a sale. Any jeweler can do those things. Instead, hit customers in the solar plexus with a message that has little to do with jewelry or cost. Hit them with emotion.

Most local retail ads take either a factual approach or promote price cuts and sales. Both techniques fail in the long run. When they look at an ad, most people don’t care how water-resistant a watch is or the details of a diamond cut. They may say they do, but what initially attracts them is that your marketing makes them feel good. As for price cuts and discounts, they may drive sales for a short while. But when the sale is over, those customers will be off to some new store where the prices are more to their liking.

As long as the product doesn’t let them down in some way, consumers come back time and time again to the store with messages that make them feel good. That means your advertising must evoke a powerful, positive emotional response. It must speak to them personally, involve them strongly in the message, and make them think, “Wow, who is this? I’ve got to see what this place is all about.”

– Denise Meyer

Denise Meyer is creative director for Fruchtman Marketing, a full-service agency headquartered in Toledo, OH, representing independent jewelers throughout the United States.

New York area retailer Fortunoff featured this clever ad in its holiday 2002 campaign. Instead of focusing on facts or price, the ad spoke to women about the emotional motivations for why they wear jewelry: In the boardroom to look important, in the ballroom to dazzle and in the bedroom to look alluring.

Copyright © 2003 by Bond Communications