What does Valentine’s Day mean to you? Cartoon hearts? Cherubic winged babies? Lots and lots of pink? Well, for a large number of American men, Valentine’s Day means something closer to dread. And the only thing they want is the gift of not messing up. The challenge for Helzberg Diamonds was applying that mindset to a retail marketing plan that would get those shoppers through the door.
Falling in love with a new retail marketing strategy.
It was these insights into Helzberg’s core audience that fueled our integrated approach to Valentine’s Day. We set out to talk to male gift-purchasers in a voice they could relate to, with a simple core message: Don’t just get a gift you hope she’ll like, get her one you know she’ll love.
In other words, a sure thing.
And men got the message, with comp store sales well above both plan and the year prior.