Borsheims is one of the largest independent jewelry stores in the country and has successfully branded their name and identity as a high-quality product. Their 10th Annual Swiss Watch Faire, as part of the 2009 Borsheims Holiday Campaign, required an identity of its own. We wanted the faire to be more than just an exhibition for watch vendors. We wanted to add some style and enhance the attendee experience. With objectives of growing in-store attendance and sales for the event, Bozell determined the best ways to target the correct audience.
Our strategy was to develop a campaign from September to November to strictly focus on the promotion of the Swiss Watch Faire Event, which was held on November 20 and 21. For the 10th annual event, Borsheims offered six months, no-interest financing for the first time. We implemented several mediums in the campaign, including outdoor signage placed in highly trafficked areas of Omaha and email marketing efforts. A beautifully designed Swiss Watch emblem was featured as an in-store floor graphic along with other prominent store signage. Almost 40,000 wristbands containing a watch emblem and promotional information regarding the event were also distributed at Qwest Center Omaha.
In addition, a direct mail piece was distributed to a highly-targeted group of clientele, specifically focusing on those in the Omaha area, as the Swiss Watch Faire is an in-store event only. It was sent to nearly 20,000 customers and achieved a 20% response rate.