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When you are advertising diamond jewelry this year, timing is everything. Diamond Trading Company diamond advertising in 2007 will focus on one diamond jewelry category at a time. This strategy, called "media phasing," will allow each category to take center stage during the scheduled months. By focusing your advertising and promotional efforts on the same product, you will be able to maximize your benefit from DTC advertising and public relations efforts.
The new strategy, developed by DTC agency J. Walter Thompson, began with "Journey" television and print advertising from February to May. Right-hand ring will follow in April to May. Anniversary three-stone will dominate during the summer months of June to August, when many anniversaries fall. Right-hand ring will return for September and October's fall fashion season. Then Journey will begin again in November through the holiday season. A new holiday campaign will be launched in mid-November.
"Each beacon product will have a dominant influence during those months," says David Sisson, JWT's director of market intelligence. "We think it's a great idea to make each message more impactful."
JOURNEY CONTINUES
DTC will concentrate much of its print and television dollars in 2007 on Journey in order to capitalize on a strong holiday sales for the newest diamond product, which has four or more diamonds graduated in size to symbolize love that forever grows.
"We are thrilled with the early signs of success for Journey," says Colby Shergalis, core program director for Journey for the Diamond Promotion Service. "From the majors to the independents, those who have embraced the concept and created a varied array of styles and designs have seen Journey make the biggest difference to their bottom line."
The category still has a lot of potential, Shergalis says. "A post-Christmas survey showed that only one in five women have heard of Journey. That means we have 80 million women who still haven't heard the message."
Unlike the three-stone ring, Journey diamond jewelry is not limited to a single piece or a single purchase. Women who received the S-curve pendant last holiday season, the most important Journey item so far, might want the matching earrings this year. "Journey is a collection of pieces, not just the S-curve pendant," Sisson says.
Journey will be promoted with a new print advertising campaign that not only communicates the concept but also highlights the various styles and designs that are currently available in the market. "Last year, the television ad communicated the concept and the print ads showed the designs. This year, the print ads communicate both the concept and designs," Shergalis says. The ads show a line of copy that elegantly curves to create the silhouette of a couple. The line ends in a Journey piece.
There will be at least three executions of the new Journey print campaign, called "Line." The first execution, "Whisper," which launched in February, has two versions featuring the S-curve pendant and a heart pendant. Future executions will feature drop earrings and a circle pendant, as well as other designs. The ads will run in female targeted publications such as InStyle, W, Vogue, Architectural Digest, Elle Décor, Gourmet, and Town & Country.
In addition to the new print campaign, the popular "Dandelions" TV commercial will continue to run in 2007 featuring the S-curve pendant. Journey is also featured on www.adiamondisforever.com. To help the industry support Journey, DPS offers a variety of marketing materials that can be downloaded on www.dps.org, including four-color photography, newspaper ad slicks, postcards, and a new in-store video explaining the concept and featuring top designs.
DPS also has a new program that makes it easy to run your own television advertising to promote Journey (and the other top diamond jewelry categories) in conjunction with Spot Runner, a TV advertising agency provider. "Retailers can create an ad and buy a media schedule on the Spot Runner web site," says JWT's Lisa Cochin. "It's really becoming popular with retailers." For under $1,500 you can personalize your own high-quality diamond jewelry commercial and create a cable or broadcast media plan that is targeted for your local market. For more information on how you can use the commercials exclusively in your market, visit www.spotrunner.com.
DPS also offers a new Journey training package for sales associates with a leader's guide, associate learning guides, and a small pocket guide for use on the sales floor.
PAST-PRESENT-FUTURE'S FUTURE
During the summer months, the past, present, and future campaign for three-stone jewelry will be the focus of DTC advertising. Unlike Journey, this theme is recognized by 78 percent of women. One in five heavy owners of diamond jewelry want their next piece to be three-stone diamond jewelry. Three-stone will be promoted in four months of television advertising, June to September. Three Spot Runner commercials will also be available for retailer use.
FASHION RIGHTS
Right-hand ring sales will be promoted during the spring and fall fashion seasons. The focus of the program is to invite single women to buy, wear, and enjoy diamond jewelry. The campaign will feature a wide variety of distinctive designs. By promoting the right-hand ring semi-annually, DPS hopes to encourage manufacturers to launch new collections twice a year, inspire more new looks, and associate jewelry with fashion.
Once again, October will be right-hand ring month on Jewelry.com, promoted in major women's magazines. The self-purchase campaign will include new print ads, two national trade events, and public relations. New right-hand ring television commercials will also be launched for retailer use on Spot Runner. — Cheryl Kremkow