14. March ‘10 baseline identified Final assessment August ‘11 October ‘10 PR campaign launched June ‘11 Gala Target Markets research April ‘10 June ‘10 advertising campaign launched awareness assessment #1 August ‘10 awareness assessment #1 April ‘11 awareness assessment #2 November ‘10 awareness assessment #3 February ‘11 March ‘10 “buzz” campaign launched December ‘10 PR for Gala launched
15. Gala Feb 2010 May 2010 August 2010 Nov 2010 Feb 2011 May 2011 Aug 2011 Benchmarking PR (Marketing) Advertising (Marketing) “ Buzz” (Marketing) Target Market Research Awareness Assessment **
Diamond Mines vs. normal landscapes Two diamonds identical but from different sources Children in Africa Gemologist examining diamond
Roses with Champaign Glass Exotic, rare flowers
8 methods of marketing communications – plan to use FOR our marketing campaign
First method… is ADVERTISING. Couple of different kinds of media available for our advertising One of them is TV ADS **TRISH** Another type… + videos + banner ads websites - Final type… we will use… PRINT ADS
2 nd method of Marketing Com that we plan to use is PUBLIC RELATIONS To start the buzz about cultured diamonds using PRESS RELEASES + PROVIDE information + INFORM the public
In order to FUEL our PRESS RELEASE, we can pull information from INDEPENDENT empirical studies. These studies provide evidence of our product’s QUALITY and VALUE.
Once the press is familiar with cultured diamonds ENCOURAGE them to write ARTICLES.
EXAMPLE of the type of ARTICLE
ANOTHER EXAMPLE of where you might find ARTICLES about our product.
To better explain cause marketing… REITERATE a couple of our important goals. We want cultured diamond to become the THOUGHT LEADER amongst our target market(S) Connect…. + Who? + How do we find them? SUPPORTERS of humanitarian causes + How will we attract them? SUPPORT a cause that they support
CONSISTENT with these goals and cause, we’ve developed a primary cause marketing campaign We’re gonna hold a GALA GUESTS: Members of key psychographics we’re trying to target + people who are interested in HUMANITARIAN causes + people who enjoy attending galas + OF COURSE press who cover events and people like this.
REMEMBER: The purpose of our marketing campaign is to introduce the product, create awareness about the product ACCORDINGLY, these activities revolve around the product and promote the CDF. PRESENTATION: about the characteristics, quality, and value
The final method I’m going to talk about is SPONSORSHIP. Ideally, this method will be integrated into all of our methods of marketing communications.
The next method is Personal Selling, since it is the only opportunity for personal interaction with the comsumers, our goal is to educate consumers about cultured diamonds and their benefits. We also try to encourage preference over natural diamonds and stimulate purchase at the jewellery store. At the authorized cultured diamond retailers, we will have cultured diamond specialist in store to answer any questions customers may have. In their sales leads, they will show our ads, press releases and magazine/journal articles, include info in sponsorship, cause mkg and any sales promo (sweepstakes) we are running currently. On the website, you should be able to “find the cultured diamond specialist closest to you” by zip code search.
For sales promotion, we will use two different short term techniques to create incentives for both our channels of distribution and end-users. For the jewelery retailers, we will use the push method, which we will attend tradeshows, offering merchandising aids to inform them and offer allowances or rebate in a short period of time. For consumers on the other hand, our goal is to get customers to come to the store and ask for the product. Therefore, we will introduce our “sweepstakes” and contests where winners will get 2 comp admission tickets to our Gala.
The CDF maintains a database with customer info retrieved through: Latest news of the cultured diamond market and/or association, sponsorship events, PR activities Integrate PR or sweepstakes within the letter. “ Diamonds with a conscience”
Include the CDF website in every direct mailing campaign Increase credibility by including information on current ads and PR related topics
