Melart Jewelers
The Situation:
Family owned jewelry chain with four locations seeking more sales during Pre-End-Holiday Periods. Used mostly newspaper media with event with advertised specials.
The Idea:
Attract Off-Season sales with diamond engagement rings, earrings, bracelets, and pendants. Created “The Love Store” theme using a Vintage Rock jingles reminiscent of days when couples first discovered love. Offers included selection and guarantee of quality but NO prices since the price of love varies according to income groups.
Sub-theme “Keep the Love-Light Burning for fashion market precious store market. The centerpiece of the advertising campaign – relationship. Also produced an infomercial “Mr. Jeweler” as a long form commercial for Precious stones and Diamonds.
The Operation expanded to Mall and Suburban locations experiencing megai-million dollar sales increases.
|
