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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 | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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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 | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular