BERNIE ROBBINS JEWELERS
A weekend at Bernie’s for fun and profit.
Sale is a four-letter word to owners Harvey and Madalyn Rovinsky. As a respected highline chain of jewelry stores, they just don’t do it very often. But when they do, they expect results. Just like any other retailer.
Their previous weekend Direct-from-the-Mine S--- produced “ok” results. This year, we gave it hard-sell urgency and used very traditional retail “hooks” . . . but with a smile.
Result:
BERNIE ROBBINS JEWELERS
BRANDING
Retail jewelry advertising is trite. It’s stereotypical dulcet toned announcer, violins, hearts and flowers - delivered with four packets of Equal. “Let’s get real,” we told Harvey.
Hearts on Fire, Forevermark, Rolex . . . they are what they are. It’s people who make the difference. We put Harvey on air and in print, showing that exquisite can be approachable, too.
MEDIA: Negotiated a buy and series of promotions with iHeart Philadelphia including Jingle Ball, Eagles home game tailgate party attended by 5000+, and sponsorship of a DJ wedding.
The buy: spot schedules during key retail period
Promotions: Maintained on-air presence with no spot buy
Result: Year-round on-air presence
Result:
Five agencies tried and failed to brand us before The Montgomery Group. Their graphic and media ideas were very strong. But they had this crazy idea was for me, an amateur, to be our spokesman. Ha! I flatly said no. But Jay was persistent, and I gave in. He captured me and our philosophy perfectly! The results have been outstanding. I’m glad I trusted them. You should, too