Question

Topic: Advertising/PR

Radio Advertising For Watches & Jewelry

Posted by Anonymous on 12/10/2004 at 1:36 AM ET 100 Points
Hi! I'm currently selling radio airtime and has just been assigned the daunting task of breaking into the watch/ jewelry industry. The products sell conservatively through visuals & I'm having a melt-down just trying to think of ideas on radio, that would work for this industry.

I'm just wondering if anyone out there has heard or remember any watch or jewelry radio commercial that stuck with you? If so, how was it executed?

Anyone has any points on what would make you sit up and really listen to a watch or jewelry ad on radio?

Thanks!
Mich
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RESPONSES

  • Posted by Janet O. on 12/10/2004 at 1:32 PM Accepted
    There's a radio commercial from Robbins Bros., one of the larger jewelers out in CA. Skip and Steve (the owners) have a goofy dialogue they go through. It's silly, but people do remember it. Also, Kevin Jewelers has been advertising that all purchases bought within a month+ before Christmas are free if it rains on Christmas Day. Customers would have to have their receipt.
  • Posted by browncatfan on 1/4/2005 at 2:06 PM Accepted
    Ah, nothing is impossible.

    I'd suggest comedy that elevates the IMPORTANCE of watches and jewelry to an attractive appearance. (Perhaps a vignette where it overcomes funny fashion mistakes and still attracts the oppostie sex, etc.)

    Pretty generic, but you don't mention if it's brand, or retail, or what you might be going after. The store name/location/brands carried, etc., might be fertile ground, but of course I don't know those things.

    Maybe it's a fahion show, where the commentator describes the traditional designer items in very quick/disinterested/bored fashion, but waxes eloquently about the watch, or whatever. End line example: "Next, we have Eleanor, who's wearing some kind of dress or something, but WOW, look at that WATCH! It's....(FADE UNDER)"





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