Tired of waiting

Doing a marketing seminar in Saint John, New Brunswick, Canada, we were discussing the effectiveness and importance of "break through" marketing initiatives.

I was using multiple examples to lighten the mood, when one participant spoke up and said, "It's kind of like the Spicer Jewellers ad.

Tell me about the Spicer Jeweller ad, I said.

So the lady went into great detail about the billboard and how it had created polarizing conversations throughout the community.

The premise was simple. A lady raising her ring finger and looking a little ticked off, with the headline, "She's tired of waiting".

Within the room, a polarizing discussion took place. One side of the room thought the ad was brilliant and could get them to buy the ring if they were in market. The opposite side of the room felt the ad was degrading to women.

One woman passionately explained why she found the ad offensive. In summary she is an independent woman and doesn't need a jeweller or a MAN to give her a ring.

She told the group she had shared the disruptive ad in one of her Facebook groups. And many of her friends were commenting about the same uselessness of the ad.

"Excuse me", interrupting her rant. "Can you tell me how friends you have in this group of yours".

There are over 700 of us. And we all feel the same way. That ad is offensive and we will NEVER buy from this company.

"Did it ever occur to you that you were probably not going to buy from them anyways", I replied.
"Did it also occur to you that in your rants, you have helped spread the word for this business?", "And in doing so, you may have helped them sell MORE diamond rings?"

None of my friends will buy from this company, EVER.

"Ok. But what about the ad makes you think the ad was directed at YOU?"

Drop the imaginary microphone. She didn't know what to say. She was visibly upset. I had demonstrated that although girls who get married want diamond rings, she may never get one, or want one. Plus it wouldn't be up to her where the ring is purchased anyways. It will be up to her partner...

After the presentation, I contacted Spicer's Jewellers. They admitted that they had received mixed reviews and were worried about the negative publicity revolving around the billboards.  It was so early in the campaign they were unable to figure out if the ad had increased sales.

I suspect this ad will need at least 6 months to pull in the core customer.

The idea came from the owner, not an employee.
It is for this reason, it won't be pulled down in 4 weeks.
The owner has already bought into it.

He had tested in another market and saw huge increases in sales for diamond engagement rings.

The ad guy would have pulled it down by now if it weren't for the owner's commitment.
It takes guts to do this stuff.
For that I applaud Spicer's Jewellers.

It is nice to see people willing to take a risk with their marketing in order to make a compelling, remarkable and sharable message.

You can contact me at ricknicholson@wizardofads.com if you want ways to make your marketing initiatives memorable and effective.