Radio Sales Café

I'm looking for unique ideas, campaigns and promotions to help my client, a jewelry store earn a larger share of the market.

The jewelry store has extremely high-quality items but he also has more affordable jewelry and a nice selection of gift items. He doesn't want to be seen as "Madison Avenue" jewelry. He wants to attract those who can afford the high-end items as well as those who just want to purchase something special without making a huge dent in their paycheck.

I would like to have a more long-term campaign for him. With his previous rep, he has traditionally spent when the occasion calls for it- Christmas, Valentine's Day, etc. I want to show him a consistent campaign with the right message will do more for him than a hit and miss.

Any ideas would be much-appreciated.

My mind jumped to the Roy Williams ideas on the jewelry store, in particular the idea about no holiday at all. To get a guy in the door to buy jewelry and give it to her for no reason at all.

Well men are good at messing up and needing some forgiving...hehee! Whats a better way to say I'm sorry and I love you then DIAMONDS!

Myself and several of my accounts have had great response to a campaign run using www.gethotpromos.com what better way to get newlyweds in the door than by giving a free honeymoon with every wedding set purchased! Or anniversary ring etc. Each vacation runs as little as $15 for a 3day/2night! I know the owner of www.gethotpromos.com and if you contact them and ask for the Radio Girl discount you can get them cheaper! Its for real and our station used them for a promotion. So has a local furniture store, computer store and others all with great results! I hope this helps you and your client!

Hi Leslie,

How about using the tactic of "it only looks like you spent a fortune"...similar to the Suave TV commercials. This would appeal to higher end clients too because "only their jeweler would know what a good deal they got". I used this same type of ad with a jewelry store some years back and now they don't advertise any more because quite frankly, they don't have to. Their business is doing really well. I hope that helps.

Julie

Hi Leslie,

How about a classy Sinatra-like song? Establish the music as "his song," not a schwarmy jingle. We can provide this in a multitude of mixes if the client is interested. Feel free to pitch this!
Good luck!

marshall.such@verizon.net