Helzberg Diamonds

Client

Helzberg Diamonds

Year

2007

Type

Integrated Marketing

Integrated Communications Mix

Challenge

–Need for increased store traffic and sales during highly competitive gift giving annual retail periods:
• Valentine’s Day, Mother’s Day, Q’4 Holiday

Insight

–General advertising alone would not be effective enough to compete with heavy ad spending from growing number of fine jewelry retail channels
• Specialty stores, mass merchandisers, discounters, and department stores

Solution

–Integrated multi-communications mix program

Result

–PR efforts resulted in media coverage within 87% of markets
–Integrated program substantially lifted traffic and store sales
–Becomes standard procedure for subsequent holiday events
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The Draw of Sports Celebrities

Challenge

–2005: Mother’s Day Promotion Campaign
–Sluggish Sales, especially among core male target audience
–Needed to increase store traffic during brief 8-day promotion period

Solution:

• On-premise NFL Celebrity Endorsement of Helzberg as the Mother’s Day shopping destination for guys who want mom to know they care
• Chicago and Dallas
• Enlisted high-profile NFL running backs Julius and Thomas Jones
• Guest appearances in Helzberg mall locations 3 days prior to Mother’s Day
• Signed autographs and raffled autographed merchandise
• Purchased Mother’s Day gifts for their Moms and talked to customers

• Capitalize on World Series Championship excitement with multiple Boston Red Sox celebrity appearances at Helzberg stores
• Boston Store Locations
• Supported with radio and internet promotional mentions to drive awareness and store traffic
• Additional traffic driving tactic included enter to win sweepstakes at Helzberg stores

Result:

• Doubled sales during days of celebrity appearances
• Substantial increase in store traffic and sales during 6-week promotional period
• Celebrity appearances drew and average of 300 people/store/day
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SERVICES PROVIDED

Integrated Marketing, Celebrity Endorsements, Public Relations