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When Steven Singer asked himself what 21-30 year old men wanted…that was the answer he came up with — what about lingerie-clad women wading through bubbles. Hard to argue with his logic.
In fact, Singer is betting the store on it. Steven Singers Jewelers is quite the departure from traditional jewelry advertising. Their promotions include in store bubble bath parties (yes, with the aforementioned scantily-clad women), chicken wing eating contests and giveaways on Howard Stern's radio show.
Recently covered in the WSJ online, Steven Singer Jewelers is proving that you don't have to look or sound like a Harlequin novel to sell diamonds. (Our friend Derrick Daye is quoted in the article.)
He started out with the billboards "I hate Steven Singer" throughout the metro. That drove people to the website, where they read stories from men who hated Steven Singer because they had to give up their great bachelor lives and now they're married.
Unconventional? I'll say. Attention-getting? You tell me. Sales are up 15-20% annually since he adopting his advertising strategy.
Singer is perfectly content that his "boorish" campaign offends some people. He's not trying to be everything to everyone. He knows exactly who he wants in his store and he's talking their language.
Risky? Sure. Smart branding that most people would be too skittish to do? I think so.
What do you think about Singer's brand? The upside is obvious – great sales. Is there a downside?
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Hi Drew,
Singer obviously knows his customer: 20-ish men on that border between nightly partying with the gang and marriage with its stereotyped consequences. What may be irreverent to some obviously plays well with his target group and that’s all that matters.
On the website, his depictions of before and after marriage and the “gameplan” of jewelry items that can “buy you some time” had me laughing out loud, but it’s also an effective tool to drive sales.
He has taken a business traditionally seen as stuffy, serious, unapproachable and turned it into an entertainment experience for his target customer.
I think this is pure genius. Thanks for sharing.
Doug
Hey Drew –
Thanks for the link. That guy is a freakin’ marketing genius. I love all his concepts and think it would work well in every jewelry store.
Thanks!
Doug, I second your comments. Gets you off guard and it sticks. Brilliant.
He has differentiated himself in a way that obviously steals his target market away from other jewelry stores. The increase in sales says that he should be proud of taking the risk. Could this be the beginning of sharply unique jewelry stores?
The billboard strategy is one that I like. There is a church in Ohio that is doing about the same thing. Cedar Creek is running an ad campaign called “Satan Hates Cedar Creek.” The billboards have quotes from Satan like “Boycott Cedar Creek.” This definitely gets the attention of anyone.
-ERIC
Drew, you asked if there were other ideas on this. Since the ad is using women as objects it tends to take away the value of the person inside the body. Yes, it does get men to buy the jewelry, and no doubt sales spike, but at the same time it objectifies the woman.
Doug,
Agreed…he has a bullseye on his target audience. Do you think there is possible backlash from the recipient of the jewelry — would women object to getting something from Singers?
Drew
Aaron & Matt,
Do you see any downside to this pinpoint targetting?
Drew
Eric,
Now that’s pretty in your face for a church. Are they that progressive in all their messaging?
Drew
Robyn,
I don’t disagree that Singer’s marketing is sexist at best. And I don’t want to minimize the importance of having integrity etc. as part of your company’s core.
But…here’s my question. Do you think the young (for the most part, I am guessing) women who are likely to receive an engagement ring or gift of jewelry from Singers will object to the way it was sold…over the fact that they received the gift?
Does that question make sense? If not…tell me where I am fuzzy and I’ll try again.
Drew