Making TV Ads Affordable for Diamond Jewelers

For most jewelers, advertising is essential to the health of their business. Although TV advertising is effective, it is also expensive. To solve this problem, the Diamond Promotion Service (DPS) has teamed up with Spot Runner, Inc., an Internet-based ad agency, to help diamond jewelry retailers and manufacturers across the U.S. promote their businesses through customized local TV advertising campaigns. “There is really no better way to sell diamonds than to appeal to a customer’s emotions, and TV advertising is the most powerful way to do that,” said Cristina Lilly, core program director at DPS.

The service allows jewelry retailers to capitalize on the well-recognized motto “A Diamond is Forever” in their adverts. “We spend a significant amount annually to publicize our core themes and our campaigns are extremely popular and well-known, so jewelry stores that take advantage of this program will clearly have an edge over their competition,” said Lilly.

The two companies have established an online library full of high-quality diamond jewelry ads. During the holiday season, jewelry retailers could customize their TV campaign online using three DPS themes: ‘Past, Present and Future,’ ‘Journey Diamond Jewelry,’ or ‘Christmas 2006.’

The way it works is that jewelers include their business information in the ad and a voiceover is recorded for their particular store.

Spot Runner handles all the details of getting the commercial on the air and reporting back with the results. With the program, jewelers can run a TV campaign in as little as two weeks. The networks running the ads include Bravo, HGTV, The Learning Channel, and Oxygen.

The weekly cost of a campaign depends on which state the business is located, the type of product sold, and if it is an  ongoing or limited campaign. A typical campaign costs approximately $1,500 a week.