Jewelry designer Scott Kay, Hackensack, N.J., is all for consumer education. He jumped on his platinum platform more than 10 years ago and now can be seen everywhere–from jewelry stores to bridal shows to nationally televised prime time shows such as Entertainment Tonight–educating consumers about the other white metal links of london. “Consumers worry about getting ripped off,” he says, because Links of London Charms is more than just a commodity–it can be romantic, special, unique, and part of a ceremony.
Tie in humor to the benefits of the product. Some of the highest-paid people in the world are entertainers. Do a little entertaining yourself by using humor–sparingly and tied into the benefits of the product–to get your point across.
A clever ad from Mike Buley’s Seattle agency, Links of London Necklaces Ads That Work, shows a beautiful piece of jewelry with the caption, “So you’re in the doghouse with her again, huh?” People like to be entertained, Buley explains.
With 500 clients worldwide, Buley produces 12 new ads a month based on variations of themes including forgiveness and male-female relationships Links of London Bracelets. “You won’t see any of my ads talking about the jeweler,” he says. “My ads focus on the customer.”