Claiming a jewelry industry first, Lazare Kaplan Intl. Inc., on Monday said it is sponsoring the number 49 car in the NASCAR Nextel Racing Series.
The campaign is based on a studied effort to elevate awareness of The Lazare Diamond brand while driving traffic directly to Lazare Diamond retailers, explained Marcee Feinberg, vice president, marketing for Lazare Kaplan Intl. The NASCAR sponsorship gives LKI’s retailers a unique opportunity to reach an entirely new audience of potential diamond buyers.
“LKI remains dedicated to supporting our retailers,” Feinberg said in a statement. “Our sponsorship of NASCAR, as with all of our promotional efforts, is ultimately intended to drive traffic to our retailer’s doors.”
LKI said is taking their on-track marketing campaign on-line with a Lazare Kaplan “Crystal Octahedron Rough Diamond-a-Day” giveaway sweepstakes in conjunction with www.WhatsOnline.com, the primary sponsor of No. 49 car. Consumers will be sent to the Lazare Diamond website www.LazareDiamonds.com, where they will be directed to The Lazare Diamond jeweler in their area. Winners will be able to visit these retailers in order to set, cut or even supplement their new diamond in the rough.
LKI said NASCAR boasts 75 million fans and is the second-most watched sport on television. It’s considered number one in terms of fan brand loyalty. Demographics for the NASCAR audience is appealing for retail jewelers, LKI said. For example, 41 percent of NASCAR fans, are in the $50,000 and above income bracket (with 40 percent of those fans being female). A total of 12 percent are in the $70,000-$100,000 income bracket, and 11% are in the $100,000-plus income bracket. In addition,
The first race for the WhatsOnline/Lazare Diamond car was at the Dover 400 on September 24 and as of the week of October 9, www.WhatsOnline.com, which was still in its “sneak peek” phase, had received more than 711,608 hits, LKI said. In one week approximately 6,280 consumers entered online to win a Lazare Kaplan rough diamond. So far, 20 winners have received their rough octahedron diamond.
LKI sells its diamonds and jewelry products through a worldwide distribution network. The company is noted for its ideal cut diamonds that it markets internationally under the brand name, The Lazare Diamond.