Local jewelry store goes beyond “traditional media” to launch new product:

In the spring of 2008, Calvin Broyles Jewelers introduced the jewelry line, Pandora, the “hand-made, genuine, and unique” brand that features a variety of jewelry including: charm bracelets, stackable rings, necklaces, and earrings. The bracelets are especially popular because they have a threading system that allows charms to be placed, added and rearranged, by the wearer. Pandora has more than 800 handcrafted charms, available in sterling silver, 14k gold, murano glass, and semi-precious stones or gems.  Pandora originated in Denmark, then made its way over to the US, and eventually gained an unbelievable presence in Charleston, West Virginia. Calvin Broyles was the mastermind behind the marketing efforts for launching and creating great brand awareness for Pandora Jewelry in the Charleston-area, understanding the importance of publicity for a new product, and really managing a positive corporate image.

Aside from generating excitement with traditional media, Calvin Broyles Jewelers strengthened this campaign to successfully launch Pandora, with tremendous public relations. First, they hosted the “Pandora Trunk Show” which featured Pandora products and an “Open House” at two of their store locations. Special promotions were also given at the event. If customers purchased $75.00 worth of Pandora products, they received a free pair of sterling silver earrings. Sales Associates were present to answer any questions about the new product, assist customers in trying on these items, as well as, serve as a walking and talking advertisement for the new line.

Calvin Broyles also hosted a “Working Women’s Friday Lunch” where ladies were encouraged to take advantage of great deals! The company campaigned, “Take your lunch hour and enjoy a Subway sandwich, beverage, and cookies provided by Calvin Broyles while you view the Pandora collection.” This was a great opportunity for women to mingle, and peruse the jewelry. I think this occasion really set Calvin Broyles aside from many jewelers in the area—the company had identified a target audience, and they were interested in selling a product and really building relationships with the public.

Another public relations outreach that Calvin Broyles developed while launching the new product, was incorporating Pandora into their store’s 60^th Anniversary that was a “James Bond” theme. This celebration marked the company’s successful reputation in the Charleston area for 60 years, so many customers were invited to take part in the evening’s festivities (including me!). The event featured food, music, and games, along with Pandora. Like in all James Bond flicks (since this was the theme), beautiful women were there, sparking and shining…and they happened to be wearing Pandora jewelry! These “actresses” or models, who were present, were actually advertising the latest Pandora collection, as they sported around the store event and mingled with guests. Since this was a social scene, with many loyal and long time customers present, this means of public relations really increased brand awareness, and created a positive corporate image for Calvin Broyles Jewelers.

Calvin Broyles is also on Facebook, and this system has proven to be a great PR effort for them. For example, they are advertising a couple of promotions going on for Pandora Jewelry right now through creating events on Facebook, and updating their status—all of which Calvin Broyles Facebook Friends see on the website…

Calvin Broyles has done a great job when they launched this new product. I believe they mastered “selling the sizzle” of the new, Pandora Collection, as well as, emphasizing the “hand-made, genuine, and unique” promise of the brand. This company has hosted numerous social events, centered around Pandora, as well as, utilized Facebook to build brand awareness for this product.

In addition to Calvin Broyles existing marketing efforts, I would suggest adding opt-in mobile messaging to their campaign endeavors. Reminding customers about upcoming sales, and new jewelry coming from the Pandora brand could really strengthen their relationship with customers. I think it’s great that they’ve maximized PR, by direct advertisement from Sales Associates and social events. However; all of the functions have been held at Calvin Broyles Jewelers, which is limiting. People who don’t necessarily travel that route past Calvin Broyles, or people who don’t live close by may be at a disadvantage. Perhaps, Calvin Broyles could “go to them” to showcase the Pandora product…they could set up a booth at different community events where a crowd is guaranteed. Or, what about teaming up with a bridal shop? Many brides present “thank you gifts” to their bridesmaids and other people in their wedding party. If Calvin Broyles had permission to set up a booth at a local bridal shop, this could catch the attention of brides who are specifically looking for bridesmaid gifts…

Sources:

Retrieved December 8, 2009 from http://www.facebook.com

Retrieved December 8, 2009 from http://www.calvinbroyles.com/index.shtml

Retrieved December 8, 2009, from http://www.pandora-jewelry.com/US.aspx