National Jeweler Network

Retail Profiles

Super promotion scoring big for Md. retailer

2013-02-01

Toledo, Ohio--The owners of Baltimore-area jeweler Saxon’s Diamond Centers are, of course, pulling for the Ravens when they take on the San Francisco 49ers in the Super Bowl this Sunday. But they wouldn’t mind if the 49ers scored a few points en route to a Ravens victory.

After the Baltimore Ravens defeated the New England Patriots in the AFC Championship Game, Saxon’s Diamond Centers worked with Fruchtman Marketing to put together a promotion offering customers the chance to get their money back if the Ravens not only defeat but shut out the San Francisco 49ers on Sunday.

Anyone who purchases jewelry at any Saxon’s Diamond Centers between Jan. 26 and Feb. 2 is eligible for a refund of up to $5,000. Saxon’s has stores in Bel Aire and Aberdeen, Md.

While a shutout seems unlikely--it’s never happened in the 46-year history of the Super Bowl--Kevin Ferrell, one of the store’s two owners, said they took out an insurance policy to cover the promotion, “so we could afford to cheer for the Ravens to clobber the 49ers.”

“If I were someone who was thinking about buying jewelry for Valentine’s Day or getting engaged, I would have nothing to lose by shopping at Saxon’s. I could get my gift and perhaps my money back too,” he said.

In the meantime, as the Baltimore area gears up for Sunday’s game, Saxon’s has been enjoying a whirlwind of publicity surrounding the promotion.

Fruchtman Marketing was able to assemble email blasts, a website banner, online news website advertising, Facebook posts and a press release within 48 hours. The advertising materials used in connection with the promotion are careful to reference the Super Bowl as the “NFL Championship game,” as Super Bowl is a term trademarked and protected by the National Football League.

The marketing firm then distributed the release to 2,100 journalists within a 50-mile radius of Saxon’s Diamond Centers who specialize in sports or jewelry stories.

Since then, Saxon’s has been featured in print, online and broadcast stations as far away as Washington, on NBCSports.com and was linked to from SI.com, Sports Illustrated’s website (second story).

NPR also drove in to conduct a radio interview for its “Morning Edition” and “All Things Considered” programs.

“That’s the kind of exposure you can’t pass up,” Saxon’s partner Lance Hersh concluded. “Everybody wins … except San Francisco of course.”