Viral Spiral: Roman Jewelers

In May 2008, the folks at Roman Jewelers helped a young man
plan a surprise engagement party at their Flemington, N.J., store. When co-owner
Sophie Shor hired a videographer to record the event, the intent was to present
the footage as a gift to the couple along with a photo album. But Shor also considered
the possibility of editing the lengthy shoot down to a three- or four-minute
video, far more suitable for YouTube viewing.

The decision proved to be a marketing coup.
Uploaded on June 2, 2008, the edited version has received nearly 22,000 unique views. Video marketing guru Nick Failla
takes a look at Roman Jewelers’ “Ultimate Surprise Engagement Party” video.

little creativity can generate a huge buzz for your store. A wonderful
moment at Roman Jewelers for Rob and Jessica turned into a fantastic marketing

“Rob and Jessica’s engagement party is an amazing story they
shared with friends and family—a story that will almost certainly include
a mention or two about Roman Jewelers and the fabulous assistance they provided
the young couple. The great thing about this video for Roman Jewelers is
that it not only helps to tell Rob and Jessica’s story, it also provides a
great illustration of the outstanding customer service Roman Jewelers delivers.

“In today’s ‘show me’ marketplace, filming extraordinary
things your store does for customers or the community can provide you a
powerful marketing piece to inexpensively broadcast on your website, Facebook,
YouTube, or even an e-mail blast. Capture those special moments and let the world

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