DTC Details Christmas Marketing Initiatives at Sight
June 06, 04
The DTC has introduced its Sightholders to its Christmas marketing program during the Sight in London last week. The diamond marketer aims to “maximize diamond jewelry sales in the fourth quarter,” with various planned marketing activities, and Sightholders are expected to take a central part in some of the activities.
Christmas initiatives
include movie tie-in
Focusing on the United States, and its up coming Presidential elections in November to be preceded with the Olympics games this summer in Greece, “the mood of consumers will be reaching an emotional fever pitch during 2004,” the company expects.
As these events increase consumers' emotional responses, so should the diamond industry increase its response, the DTC pitched Sightholders.
Sightholders were handed a package of materials to use to prepare their own trade and consumer marketing programs. “Together we can overcome the challenges of achieving an aggressive growth rate again, as we have been successful in doing over the past several years,” said Stephen Lussier, DTC Marketing Director.
Sightholders were asked to build up diamond desire in the months leading up to Christmas and then focus on encouraging men to purchase by surrounding them with appropriate messages across all media.
The Three Stone Jewelry and the Right Hand Ring will continue to pilot the efforts in the US under the theme “Re-ignite Your Love” led by ad agency J. Walter Thompson.
The Three Stone Jewelry will be promoted for anniversaries with the slogan “There is only one Christmas each year, but there are 365 anniversaries.”
“Jewelry given as an anniversary gift is almost three times as likely to have diamonds in than jewelry bought for any other occasion. If the industry can align behind this opportunity we can all realize enormous rewards,” Sightholders were told.
The Right Hand Ring, to be featured in the upcoming Catwoman film staring Halle Berry, will be promoted with the release of the film at the end of July. DTC hopes the tie-in will generate excitement and stimulate the campaign.