What? Can jewelry advertising be finally moving into the 21st century? So it isn’t so. Or better yet – say it is so!
Platinum Guild will soon be testing an ad that certainly does not look like a typical jewelry industry advertisement. While wedding rings on a page with a tagline and URL can still be effective in many ways, this ad captures opinions about platinum from women who have actually planned (or are planning) a wedding. The ad does not state "platinum is the best because...," but instead communicates more on a peer-to-peer level. Thanks to the Internet, word-of-mouth has a stronger if not final impact on purchasing decisions, and this ad certainly a big step in the right direction. Let's face it – we consumers are exposed to more and more advertising clutter and even more mixed messages about metals used in jewelry manufacturing. Hopefully by being a little different than the rest of the pack will help PGI better “spread the word” about the benefits of platinum, which will then cause the wedding ring buyer to do a little more research and be more educated about what they are purchasing.
After all, when the ice sculpture has melted, the band has packed up, the food has been digested and Uncle Al has sobered up – what’s left? Why – the wedding ring. So make this purchase count. No matter what metal you choose.
