Bacilio Mendez

In Case You Missed It: The Diamond Promotion Service Holiday Breakfast Presentation at the Roosevelt Hotel
October 10, 2007

Here are the notes that I took on my BlackBerry, e-mailed myself, and am now bringing directly to you (along with a few pictures). The notes are crude, yes, but hey I only had my thumbs with which to type. Hopefully, for those who couldn't attend this will give you a sneak peak at what's to come in Q4.



A snapshot of the beautiful Roosevelt Hotel terrace level where a continental breakfast was served for all attendees.


While last year was a techie Christmas, this is to be the year of diamonds and jewelry at Christmas.

Everything to be anchored in comsumer confidence.

Journey, PPF, Right Hand Ring.

Nancy Orem Lyman, David Sisson, Anne Valentzas,Whitney Shaw, and Tracy Lantz will be speaking.



The hall before everything got started, the buzz was all about the new print and TV campaigns.


Nancy
Director Consumer Confidence
Post blood diamond movie issues:
Working conditions and enviro impact: global witness; Kimberly process; and product orgins are now a large concern for consumers.
Luxury allure is a large concern with competetive brands (iPods, etc.)
Ethical sourcing, chain of warranty, and transparency to customers is key!
Micro-site being built to focus on best practices.

David Sisson
Director of Market Intelligence
Moderate single digit growth in first half of this year over last year.
Bridal is slowly gaining.
Affluent consumer growth is still growing even after loss in consumer confidence.
Cost of living is the industry's largest competitor.
70% of holiday purchases are under $500.
National retail federation, 4% growth is all that is expected.
The "beacon" products are 40% of holiday sales and have a 79% price diff. from mass market pieces.

Anne Valentzas
VP Marketing
23 mil women are in the know of Journey. 1.7 mil pieces sold. $1 bil in sales.
56% of pieces sold are necklaces.
Only 5% are bracelets.
Goal is to increase awareness and desire.
"Sleeping Beauty" ads target both male and female.
RHR accounts for 21% of total WDJ.
The high average price is $1153 and most sales are self-purchase or non-love gifting and multiple acquisitions.
As design has become very competitive the goal is to drive the desire for unique rings.
There is a contest on Glamour, campaign with Jewelry.com, etc. 













The new campaign to be seen in magazines and on billboards nationwide; notice the "turn away from tech" vibe.


Whitney Shaw
Core Program Director
PPF high avg price is $1402.
78% comsumer awareness.
$15 bil in sales and is 11% of WDJ.

Anne again.
Male comsumers make the decision to buy before Thanksgiving, but generally wait until 2 weeks before the actual holidays to buy.
Media spending is up 26% asserting the uniqueness of diamonds.
"Help men make the right choice."
"This Christmas, promise forever!"
Journey S on TV.
RHR, staples, PPF, and journey online.

TV storyboard.
"Drive Home."

Mag and billboard campaign.

Countdown campaign.

Online microsite and Harry Winston giveaway and Condé Nast Movies Rock Concert with an unconfirmed celeb singing "Diamonds Are Forever."
Also Halle Berry will be in Condé Nast print campaign.

Tracy Lantz
DIC
77 million impressions last year over all media.
Print, TV, and radio push for 2007.
Male consumers have been best reached through radio tours.

Tucker Smith
Director of Partner Dev. 
He explains how to Leverage with SpotRunner.com through a promo video.
They aim to "Democratize access to TV advertising for all."
Full service agency focused on local retailers.
No retainers, no hidden fees, focus on what works.
Use technology to help create concentrated noise in your favor locally.
Offer turnkey programs that are partner focused.
Retailer CoOp Offer which was announced last week is a $75K fund to match retailer commitment.

Posted by Bacilio Mendez on October 10, 2007 | Comments (4)