Tuesday, July 14, 2009

Alienating Diamonds

Since I got engaged this month, part of my weekends have been spent with my fiancee shopping for an engagement ring. We finally decided on one with a neat design from Spence Diamonds. It looked something like this:

I like the three stone look and Jasmine likes the hearts in the setting (which you cannot see in the image). We picked a 18K yellow gold ring and rocks that added up to exactly 1.5 carats.

Whenever people think of Spence Diamonds, they recall those annoying radio ads that everybody seems to hate. People often wonder aloud "What were they thinking?". These ads are certainly an unorthodox way of branding yourself.

However, insofar, only a small handful of people have been completely turned off from Spence so much that they do not even want to step into one of their stores. Rather, the ads are extremely effective in being retained in people's mind. When they think diamonds, they think of Spence and all the benefits and offers they have. While the ads are dodgey, the stores are utterly brilliant and professional in contrast and, along with the staff and products, are designed to impress.

It really is just a simple practice in being stand-out-unique. If they went with traditional ads, they would just blend in with all other jewellers regardless of how good their offers are. However, the annoying guy's voice just cuts through the white noise and what he says is heard and embedded in your mind.

On top of that, the awfulness of the ads have picked up a viral mode of transportation, spread by word of mouth as people share their mutual dislike of the commercials and positive impressions of the product itself.

It isn't something that can be pulled off easily or consistently. You always run the risk of alienating your customers. Therein lies the ingenuity of the Spence Diamond radio commercials. Not only did they pull it off, but they did it with great and continued success.

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