A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
This Marketing Co. Wants to Crowdfund Video Ads
Ascend Marketing is inviting a small group of jewelers to pool resources to create six TV ads that will be available for license to jewelers across North America.
New York--Ascend Marketing is inviting a small group of jewelers to pool their resources to create six professionally produced television ads that will be available for license to jewelers across North America.
The Salt Lake City, Utah-based company led by Jim Ackerman, who has contributed numerous columns to National Jeweler, specializes in marketing for jewelers.
Ackerman explained in a press release: “The problem for most jewelers is that they can’t afford to spend $10,000 or $20,000 dollars on producing a top-quality television commercial, so their spots are made locally, not very well conceived, poorly written, cheaply produced, and don’t work particularly well.
“Their other option is to buy in to canned spots produced for the industry. But most of these are comparatively low-budget ads as well, with less-than-ideal scripts and production values.”
In order to create a series of higher-budget, higher-quality ads, Ackerman is asking approximately 12 jewelers to invest in them together, with the first three participants recouping their investment by licensing the commercials to jewelers nationwide, a process which Ackerman estimates will take about a year.
To fully explain the process and concept behind the commercials Ackerman is hosting webinars on the following dates.
Tuesday, April 3 at 2 p.m. EST
Thursday, April 12 at 2 p.m. EST
Wednesday, May 2 at 2 p.m. EST
Registration for the webinars is available online.
Ackerman continued, “These commercials would normally cost upwards of $30,000 each, perhaps much more, if produced individually. But we can achieve substantial savings by shooting the entire collection at once. Our idea is to have a small group of retail jewelers front the production costs for a fraction of what they’d pay for producing just one of these videos on their own.
“Not only will those jewelers have a minimum of three years rights to the videos in their protected territories, but we will also reimburse the first few for their entire investment from license fees paid for use of the commercials by other, non-competing jewelers. We expect the contributing jewelers to recover their investment within the first year.”
He is calling the six TV spots “The Tear & the Tickle Campaign,” as they are meant to elicit “that emotional tearing up, or warm tickle in the belly,” he said.
Each spot is geared toward a specific occasion—an engagement, Christmas, Valentine’s Day, Mother’s Day, a birthday and an anniversary.
The scripts for each commercial have been completed and will be discussed in the webinars.
The ads will be compatible with television, jewelers’ websites and social media.
The Latest
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show
The Patek Philippe expert will serve as personal curator for the brand-focused company.
The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
NDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
LVMH said the company performed well despite an uncertain geopolitical and economic environment.
B&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.