Best Stores Marketing RX Marketing RX: Chalmers Jewelers
Last Updated on Monday, 26 October 2009 08:17 Written by admin Thursday, 02 April 2009 22:37
MADISON, WI
Chalmers Jewelers is a mid-to-high-end store in Madison, WI, that opened for business in 1979. They carry premium brands such as Rolex and Cartier along with other "affordable lines." Chalmers is located one block from the University of Wisconsin, has a 5,000-square-foot freestanding store and was voted "best jeweler" by Madison Magazine. The ads were created by their marketing director, Fred Muci.
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ELLEN FRUCHTMAN: I'm speechless. Fred, thank you so much for developing print ads that are clean, clever and reflect your fine jeweler brand. And can you believe this, everyone? Fred actually coordinates these ads with Chalmers' other mediums — like outdoor and radio! What a novel idea. And, I love their tag line: It means more if it's from Chalmers Jewelers. Fine jewelry is aspirational — and that line of copy says it all. I might drop the word "jewelers" in the tag – just to shorten it up. It sits next to the logo/name, so it's probably not necessary. Look, I have to fill the column up with some negative criticism. Keep writing great ads. And call me if you want to move to Toledo.
(Fruchtman is president of Fruchtman Marketing, a full-service agency in Toledo, OH.)
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TUCKER SMITH: The simplicity of the campaign accomplishes the "what" — Chalmers sells jewelry. The ad also highlights the "where" — Chalmers is in Middleton and has a website. What's missing is the "why" — why should the reader seek out Chalmers when there are so many other options out there? In much local advertising, businesses fail to highlight their unique selling propositions. This campaign largely serves as a reminder to existing customers rather than a call to action for new ones to come to Chalmers. Of the three ads, the "sighs" ad comes closest to providing a selling proposition. The other two, while clever and complementary to the imagery, don't help Chalmers stand out. Whenever possible, advertisers should underscore their three to five unique selling propositions (experience, price, uniqueness, exclusive brands, etc.) and then make sure all marketing activities convey them.
(Smith is director of channel development and strategy at Spot Runner.)
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KATY BRIGGS: This campaign has a great attitude. I love the simply stated headlines paired with strong, tight focused jewelry images. I particularly like "Try this on for sighs." The perfect mix of clever and compelling — a "can't miss" formula if you stay true to it over time. While I am smitten with the headlines, there is a lack of consistency in the design and layout of this campaign. Developing a signature look for the ads could make a significant difference. Ideally, the logo and tagline should be used in a consistent lock up and a more standardized layout should be designed to achieve a stronger brand identity. Creating a distinct brand look with a set of standards and a defined layout gives your ad campaign a more professional look and sets you apart from your competition.
(Briggs is VP of brand strategy at Willoughby Design. )
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