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Borsheims of Omaha Uses Baseball to Get Attention

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Borsheims of Omaha Uses Baseball to Get Attention

Borsheims of Omaha, NE, uses a baseball diamond and 8,000 spectators to call attention to that other kind of diamond.

A few years ago, the company launched Diamond Days, which it advertised as offering the best prices of the year on diamond studs.

Then in 2010 they teamed up with the Storm Chasers, a Triple-A minor league team in town that’s affiliated with the Kansas City Royals. “We wanted to find a way to give it more oomph,” says Adrienne Fay, director of marketing and advertising. So now they invite a couple hundred women to dig for diamonds in the infield of the Storm Chasers’ Werner Park every June after a game. In 2011, the big prize was a $3,000 pair of diamond stud earrings. It’s first-come, first-dig and all participants get at least a T-shirt.

It may make the groundskeepers cringe, but it’s a big hit with baseball fans, and the sale of diamond studs has indeed increased every year. And, it has associated the Borsheims brand with a fun and memorable event for diggers as well as fans in the stands. “If someone walks away with only the T-shirt — and we were still able to give them a great experience — that’s tremendously important.”

For more details about the diamond dig, please read Best of the Best next month — in the March issue of Instore.

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Borsheims of Omaha Uses Baseball to Get Attention

mm

Published

on

Borsheims of Omaha Uses Baseball to Get Attention

Borsheims of Omaha, NE, uses a baseball diamond and 8,000 spectators to call attention to that other kind of diamond.

A few years ago, the company launched Diamond Days, which it advertised as offering the best prices of the year on diamond studs.

Then in 2010 they teamed up with the Storm Chasers, a Triple-A minor league team in town that’s affiliated with the Kansas City Royals. “We wanted to find a way to give it more oomph,” says Adrienne Fay, director of marketing and advertising. So now they invite a couple hundred women to dig for diamonds in the infield of the Storm Chasers’ Werner Park every June after a game. In 2011, the big prize was a $3,000 pair of diamond stud earrings. It’s first-come, first-dig and all participants get at least a T-shirt.

It may make the groundskeepers cringe, but it’s a big hit with baseball fans, and the sale of diamond studs has indeed increased every year. And, it has associated the Borsheims brand with a fun and memorable event for diggers as well as fans in the stands. “If someone walks away with only the T-shirt — and we were still able to give them a great experience — that’s tremendously important.”

Advertisement

For more details about the diamond dig, please read Best of the Best next month — in the March issue of Instore.

{JFBCLike}

{JFBCComments}

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Most Popular