I'm driving downtown last night and I see a billboard for a jeweler. It has a shot of the outside of the building, and larger than life, a photo of Mike Ditka. They're using him as a testimonial.
I found that interesting. Because I know that buying jewelry is an emotional purchase. We don't do it because we need it. We do it because we want it, and because of what it represents. And while I understand that perhaps in this particular store, at this location, that the majority of purchasers might be middle aged men (it was on Wabash in Jeweler's Row) I can't help but thinking of all the woman who would also see this advertising. Not in a million years do I want to go to a store whose biggest draw is a football coach from the 80's. I want to go someplace that sells romance, and beauty, and love. The aspirational idea of what getting a piece of jewelry represents. And that's part of marketing luxury goods. These are emotional purchases, and you want to connect with an emotion. Remember DeBeers campaign A diamond is forever? That's how we like to think of love. Engagement rings. Marriage. Not Mike Ditka. Sorry Coach.
