Best Stores Marketing RX Marketing RX: J.C. Sipe Jewelers
Last Updated on Monday, 26 October 2009 07:56 Written by Ellen Fruchtman Monday, 26 October 2009 07:50
Patient History
J.C. Sipe is a third-generation Indianapolis, IN, jeweler that has been in business for 124 years. Laura Sipe, who submitted these ads, said they are now trying to appeal to a younger demographic. This ad appears in their local lifestyle magazine and was created by their marketing group.
The Diagnosis
In business for 124 years! First: Congratulations! Second: Be more demanding of your marketing team. The closeup photo of the woman is lackluster, and the headline, for some reason, is out of focus. As a rule of thumb, script typeface is more difficult to read than regular type. More troubling is that the headline is grammatically incorrect. The "P" in "party" shouldn't be capitalized when the other words aren't. The necklace is gargantuan, totally misleading and features a cheesy fake starburst. If a real person is featured in your ad, then the jewelry should be "real" on the person. After all, you sell diamond necklaces for $40,000! Invest in some great photography.
The Remedy
Flip through some national magazines and take note of some wonderful four-color jewelry print ads. Then, tear them out and deliver them to your marketing company. Granted, many of those companies spend extraordinary sums of money on their advertising creative. But, I promise you, a few thousand dollars will do the trick. Starbursts not included. — Ellen Fruchtman
Online Users
