|
RAPAPORT... Forevermark U.S. initially launched its Center of My Universe campaign well before Christmas 2012 and for this season, the diamond brand expects to reach 95 percent of 18 to 64 year old adults with household incomes of at least $100,000. The campaign this Christmas again includes targeted broadcast, cable television and cinema placement, print ads in affluent publications, sponsorships on premium websites across desktop and mobile, display and video advertising on audience buying networks, along with paid search. Forevermark's retailers reported a positive response so far, having observed an increase in consumer sales of halo designs. David Craig of Craig’s Jewelers said, “Forevermark has given the entire diamond chain the opportunity to be happy: From the worker in the mine to the recipient of the beautiful diamond itself. The people who come to me key in on the information of social responsibility, ethical sourcing and giving back, as well as the promise of beautiful diamonds. These are all deal makers, not deal breakers. It gives us a real and honest story to tell and levels the playing field so an intelligent shopper could make an informed decision. Our customers are responding in a positive fashion.” Kristen Hlavecek of James & Williams Jewelers added, “We are definitely seeing more interest in Forevermark and hearing more and more comments about the commercials and the fact that the consumer has heard about Forevermark is fantastic. We hope that this initial holiday momentum will just keep building through the balance of the month and into 2014.” Michele Tinsley of Mathews Jewelers said, “The response has been huge. We have sold four Center of My Universe pendants in the last week and ordered six more today for replenishment. Since the advertising has started, we have sold a 3-carat solitaire pendant, one pair of 3-total-carat-weight ear studs and six Jade Trau bangle bracelets. We’re looking forward to a great season.”
|