The state of the economy has everyone more conscious of their spending, yet consumers are willing to spend on items that they connect with emotionally and understand its value. Platinum Guild International USA (PGI-USA) is supplementing its national marketing campaign with emotionally charged consumer testimonials this Fall.
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Capitalizing on platinum's position as the first choice for bridal, PGI USA tapped into consumers' passion for platinum, in their very own words. In August 2008, PGI unveiled a marketing push that takes a more personalized slant by featuring three consumer testimonials, from women across the country who share their personal account of their engagement ring and wedding band selection process with their significant other.
The decision to feature consumer testimonials was a response to consumer research that confirmed that women look to other women for advice and guidance - their friends, family and peers are their top influencers. "Nobody is a more powerful spokesperson for the platinum brand than a current owner. Each story reflects a unique aspect of why American consumers believe platinum is quite simply, the best metal for her engagement ring and wedding band, and his wedding band", commented Huw Daniel, President of PGI.
PLATINUM AND AN EMOTIONAL CONNECTION
Knowing that consumers feel a connection between platinum engagement rings and wedding bands and their relationship adds another dimension to selling the world's most precious metal. Platinum carries amazing physical qualities that are highly desired by consumers. Matching those physical qualities to the natural emotional connections they have to a relationship gives platinum an edge on the sales floor for the platinum retailer especially during this holiday season. |
