Diamonds Are A Girl's Best Friend

Once upon a time, there were jewelry stores that advertised their products on billboards, in newspapers and on television. All of their marketing was pretty consistent in the sense that it would show a variety of blingtastic items, happy couples cuddling up, and sale information to drive store traffic. The industry allocated more funds to their branding, and when they did advertise beyond that it was always associated to big sales and "Act Now!" call to action campaigns.

Spence (as in Spence Diamonds) changed all of that.

Instead of focusing on discounting, Spence Diamonds moved away from conventional ideas of how to market, and created a constantly evolving storyline that would be played over the radio capturing the attention of everyone listening. That's right - you didn't want to change stations because of how captivating it was.

Sean, owner of Spence Diamonds, and Sarah, the Marketing girl, team up on the commercials and educate the listeners about how their stores and items are different while also showcasing their human qualities. Sarah, in one commercial, stated that she didn't feel like she and Sean were the picture of sophistication and thus were not presenting the right image to their audience. Sean responded by comforting Sarah by building her up and saying she was special and the perfect person to be representing the company brand. It was heartfelt, warming, and it was something so unique that this type of marketing was now their own. The listeners now felt like friends/family of these two radio personalities and wanted to hear the next part of the story. This time, Sarah found a boyfriend... take a listen and see what I mean.




Spence Diamonds caught my attention because they thought outside of the box. They created not only a story but the chance to identify with their audience and evoke emotions by presenting situations and conversations that we all experience with our friends and family.

Thank you Spence for marketing in a way that captures not only my ears, but my imagination, keeping your brand top of mind.