Best of The Best: A Phan Phavorite

BY AARON MAHAN

Published in the April 2012 issue

Philadelphia loves its Phillies. And it’s no wonder. The team doesn’t have the most impressive trophy case, but it is the oldest sports franchise in the country. So when Benari Jewelers, a two-store operation in Pennsylvania, got the chance to partner with this storied hometown favorite, they went for it.

THE IDEA

GAME BREAK • It might be a little intimidating to get down on one knee in front of 40,000 fans — not all of whom are sympathetic to your cause. But that doesn’t stop die-hard sports fans from popping the question at their favorite team’s stadium. With that in mind, the Phillies front office put together a package that adds some sparkle to that (hopefully) magical moment. For $450, would-be fiancés receive four tickets to the game, live video of the proposal on the big screen in left field, a champagne toast and a commemorative DVD. Benari kicks in a signature yellow gift bag with coupons for wedding bands and local vendors, as well as exclusive benefits in its Benari Brides program.

THE EXECUTION

AN EASY WIN • Sometimes a great idea falls from the sky. Such was the case with this partnership when the team contacted the store and asked if it’d like to sponsor the engagements. “We thought it was just such a fabulous idea,” says Jenna McIver, marketing coordinator for Benari Jewelers. “Everyone in Philadelphia loves the Phillies.” And as far as marketing efforts go, this one is pretty low stress. It’s important to get the word out to those who are looking for creative ways to get engaged, but that’s easily handled within the stores. The only other potential hiccup is scheduling: There’s only one official engagement per game. While major league teams play about 80 home games during a season, adverse weather can cause delays and postponements.

THE RESULTS

BUY LOCAL • Though this is the first time the jewelry store has tried something like this, Benari sees a nice potential payoff. “It’s our name up on the screen and exposure to all of not only the Phillies fans at home, but Phillies fans that are there in the stadium,” McIver says. That’s tens of thousands of eyes witnessing a heartfelt moment — and it’s brought to you by Benari. The store also gets to use its “proud partner of the Phillies” status in its advertising. Considering this is a town of Phanovision, Phantasy Camp, Phillies Phestival and a mascot named Phanatic, being associated with these sluggers is a great way to cement its place as the obvious choice for supporters of local businesses.

DO IT YOURSELF

• Research the demographics. For the Phillies, “It’s really a 50-50 split between males and females, so for us it was a win-win,” McIver says. “Another type of sport might not have been as good. But this was perfect.”
• Look for tie-ins. Benari extends the theme by printing advertising campaigns on its own baseball cards.
• Play to your strengths. “We have very passionate fans here in the store,” says McIver. When you believe in the cause, it comes off as genuine instead of forced.

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