The diamond market has a confusing array of titles and acronyms, leaving consumers with a daunting list of grading reports and certifications with stone-quality grades like EGL, IGI, GIA or AGSL.
The American Gem Society (AGS), a diamond industry grading association, wants to enlighten consumers, while promoting its own diamond lab appraisal prowess.
Idea: The organization approached the campaign "as a service to the consumer to help them make sense of the 'alphabet soup' out there," said Ruth Batson, AGS, executive director and CEO. The goal is to clarify grading and lab information. "It's an outreach to consumers to explain to them what a diamond grading report is and what expectations [they should have]," Batson said.
Tools: AGS will send a diamond to five different labs, including its own, and work with the media to showcase the results. The targeted demographic is 18- to 54-year-olds reached through the media, specifically through outlets where consumers get jewelry information - often from journalists. The company and its agency will target consumer protection writers at newspapers and magazines, national business and tech publications, radio and TV networks, and online sources. Marketing work will also include online advertising and permission-based e-mail marketing.
Measurement: Megan Meinerding, VP of client services at Fruchtman, said AGS will measure success of the push through media impressions based on placement, click-throughs, and data-capturing conversions generated through an online pay-per-click effort, unique visitors to the ags.org and agslab.com Web sites based against 2005 numbers as a benchmark, and the number of stones submitted to the AGS lab compared to last year.
Company: American Gem Society Laboratories
Campaign: Alphabet Soup
PR Team: Fruchtman Marketing
Other marketing: E-mail marketing and online advertising
Budget: Mid-six figures