ENGAGE the NEXT GENERATION

FROM COASTERS TO SKYWRITING, HOW I MADE SMYTH JEWELERS AN ENGAGEMENT RING DESTINATION

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ENGAGE the NEXT GENERATION #1
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The beginning of a lifelong relationship between two people often starts with a heartfelt proposal and a stunning engagement ring meant to symbolize eternal love and commitment. The giving of this ring is also an important event for the jeweler, as it represents the beginning of a lifelong relationship with the client.
Since 1914, Smyth Jewelers has been known throughout Baltimore and the surrounding area for offering top-of-the-line jewelry and customer service. Our reputation has appealed especially to our core clientele of baby boomers. But, in order to keep growing, we wanted to introduce the Smyth experience to the next generation of customers.
We believed there was a misconception among young adults that the best place to purchase an engagement ring was at the mall or on the Internet. To bring Smyth Jewelers to the forefront of young minds considering purchasing an engagement ring, we hired Maryland-based marketing communications agency, MGH Inc.
In order to accomplish our goal, we needed to pull together an integrated and creative advertising campaign that educated men about the process of buying a high quality diamond and branded a Smyth engagement ring as an ultimate "must-have" in the minds of women. To target the younger generation, we had to create a multi-dimensional campaign to convert them into customers.
With the creative ideas of MGH, we took to the web, local bars, and popular scenic spots with a cutting-edge campaign that incorporated multi-media, creative and out-of-the-box marketing initiatives. The catchy and simple slogan, "Where Baltimore Gets Engaged," helped brand Smyth as Baltimore's premier engagement ring provider.
HAVE A DRINK ON US
To directly reach this audience, we created exclusive diamond ring drink coasters. These coasters were shaped as large diamond engagement rings and were branded with the slogan and "Smyth Jewelers" in the center. They were distributed at bars and restaurants throughout Baltimore and quickly generated buzz.
The popularity of the diamond ring coaster led to the development of a second ring coaster, a deluxe combination ring sizer/coaster. This unique coaster featured different holes around its edge to help individuals determine their ring size. The ring sizer served many purposes—it created lively discussions about engagement rings and getting married, provided a creative way for men to discover their significant other's ring size, and informed couples where to find engagement rings: Smyth Jewelers.
KNEEL HERE
We also incorporated marketing initiatives such as square-branded street decals that read, "Official Engagement Spot." These decals included a circle center that read, "Place Knee Here." They were located throughout Baltimore in hot spots that young couples often frequent, such as the Inner Harbor and Camden Yards. These spots provided lovebirds with unique and fascinating places to pop the question or at least pretend to.
Stories of young adults making mock proposals to friends and loved ones at our official engagement spots started flooding into our store. These light-hearted proposals became a common ritual along the streets of Baltimore and generated great buzz and excitement for those in the market for engagement rings.
Wanting a unique and creative way to be remembered during a popular local festival, we took to the air to ask festival goers two simple questions, "Amy will you marry me?" and "What if I buy the ring at Smyth?" These captivating questions flew behind two small airplanes across the festival sky. The strategy was to capture the attention and curiosity among the crowd as to who was proposing, and drive home the message that a Smyth engagement ring is a must-have element for a well-planned proposal.
A ONE-STOP ENGAGEMENT SHOP
To embrace the Internet, the most popular form of media among the target audience, we created an exclusive Smyth engagement web site, GetEngagedHere.com. This site was designed to provide helpful tips for planning the proposal, language to use while popping the question and what to do after the "yes."
Fun tips such as a list of romantic iTunes songs, suggestions for setting the mood, and proposal don'ts can also be found on the site. An interactive ring builder allows users to create the engagement ring of their dreams by selecting from a variety of diamond shapes, settings, and metals. Women can design and e-mail their ideal ring to their significant other to assist men in visualizing what they are looking for before they enter our store. The site also educates users about diamond quality, as well as provides a comprehensive list of wedding vendors. To complete the site, our Smyth radio commercial personality, "Smyth Guy," answers specific questions consumers can post directly on-line.
GetEngagedHere.com goes far beyond just engagement ring shopping by serving as the one-stop shop for all things engagement and beyond. This trendy and all-purpose site provides suggestions for planning not only a successful engagement, but also a wonderful wedding.
NOT SO TRADITIONAL
Even with the use of cutting-edge marketing, we found it beneficial to use two types of traditional advertising, billboards and radio, but with a younger and hipper appeal. To reach this audience through outdoor media, we creatively illustrated two Baltimore icons proposing to each other, with the slogan, "Where Baltimore Gets Engaged." This billboard was strategically located in Baltimore where it was impossible to miss. Additionally, 10 and 60-second radio spots by the "Smyth Guy" radio personality encouraged listeners to visit our engagement site and submit their engagement stories.
This campaign generated enormous buzz throughout the city, and has helped brand Smyth as the go-to jeweler for engagement rings. Building upon our existing clientele, Smyth Jewelers will continue to serve this younger demographic for all of their important milestones, birthdays, anniversaries, and holidays. We are the start to every lasting relationship in Baltimore.
Mark Motes is the CEO of Smyth Jewelers, Baltimore, Maryland. Established in 1914 by Albert S. Smyth, Smyth Jewelers continues to serve discriminating buyers guided by one simple principle: Deliver the highest levels of quality, value, and personal service, and back every product with the legendary Smyth guarantee. At its new location at 2020 York Road in Timonium and on-line at www.albertsmyth.com, Smyth offers an expanded product line and superior customer service.
author: BY MARK MOTES, SMYTH JEWELERS




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