Spot Runner, an Internet-based ad agency, and Stuller Inc. have formed a partnership to deliver advertising services to Stuller’s network of nearly 40,000 jewelry retailers. The two companies say this alliance will help virtually every independent diamond jewelry retailer in the U.S. to run targeted, customized TV ad campaigns in their markets.

Spot Runner says this alliance, along with collaborations with the Diamond Promotion Service and other jewelry companies, establishes the Los Angeles-based company as the jewelry industry’s preferred advertising agency for localized TV campaigns.

“Spot Runner has proven that it knows a great deal about diamond jewelry and how to promote it on TV,” said Chuck Lein, Stuller’s president and chief operating officer. “This alliance gives our retailers the ability to navigate their local TV markets and run highly focused ad campaigns … As we head into the holiday season, retailers can’t afford not to advertise, tell customers that they’re there and differentiate themselves from the competition.”

Through Spot Runner, Stuller retailers can promote their stores on broadcast and cable networks for as little as $1,500. Spot Runner has created an introductory 30-second ad that focuses on the romance and value of diamond jewelry and leverages the awareness created by the Journey Diamond Jewelry campaign. Stuller retailers can access Spot Runner’s commercial production, media planning, and media buying services through a co-branded portal at www.spotrunner.com or www.stuller.com.   

After accessing the portal, retailers can customize the ads by uploading up to five images into them, such as pieces of Stuller Journey products or their local storefront. Spot Runner says it adapted its media planning platform for the diamond jewelry industry based on consumer research and client experience.

Spot Runner will also administer TV advertising co-op programs for Stuller as part of the agreement.

JCK