Behind the Buzz - digital and interactive advertising and marketing

Valentines and Jewelry

by Rachel on February 6th, 2008

It’s Valentine’s day next week and for jewelry.com it’s a big day. As part of their marketing push this year, they’ve gone for the tried and tested ‘let’s create some buzz and column inches with a survey’ route, asking questions of women about what they expect on the day. Unsurprisingly, the commonest answer to what women want was jewelry; I say unsurprisingly as the methodology behind surveys like this may be set up to give the answer the client wants. Surveys, especially when you can get some some scientist or personality involved to give it legitimacy, are a good way to get press, to get editors talking about what you want them to but as a reader, you should just treat them a little sceptically when they come attached to a brand name. It may seem to be engagement marketing (’let’s go see what our consumers want’) but it’s not really, it’s just a way of getting more broadcast one way news out there.

Back to the survey, from reading the responses, it’s the thought not the monetary value that is more important - spending time thinking about what to buy instead of grabbing things at the last minute. I’m not surprised that 30% of women say they have bought their own Valentine’s Day present and display it for all to see.

For the record, I’m happy with flowers or chocolates ;)

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POSTED IN: Buzz Marketing, PR