Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Wednesday, May 07, 2008

A Sign of the Times and of a Smart Marketer

Likely, sales have been slowing for this jewelry retailer, as is the case for many retailers across America. Delfine's is an established, respected jewler in downtown Charleston, West Virginia. The just hung this banner a few days ago. The eight-foot wide vinly banner reads: "Long-term wife insurance."

I love two things about it:

1- Delfine's is doing something proactive; they're trying something new! And how many people would just cut the prices and not do anything to pull people in to the store?

2- They understand the benefit of what they are selling! When a man buys jewelry, he's not purchasing a gem set in precious metal. No, he is buying the insurance of keeping his wife happy. Does anyone remember our "Five Benefits" post from a couple years ago. It's worth a re-read. And the jewelry-buying husband certainly enjoys benefits #3 and #5 from my list. Maybe you do need to re-read the "Five Benefits!"

Regardless, I commend Delfine's for their witty "Wife Insurance" banner ad. And I am anxious, as always, to hear what the marketing genius community has to say!

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Blogger Mona said...

I'm also amused by this sign downtown;)

About the five benefits--where does something that helps you understand the world and yourself fall under? Is self-actualization/realization a separate benefit or part of some of those other things?

(I'm in public radio, so I'm trying to work out how these apply to classical music and npr)

enjoying your blog,

8:56 PM

Blogger Skip Lineberg said...


I'm so glad that you are enjoying our blog! Thanks for taking time to post your thoughtful comment.

Regarding the Five Benefits--what a great question. If someone has attained a state of self actualization, do they even need benefits ... is there such thing as a benefit for him or her? A self-actualized person is going to do good deeds/works regardless of benefit, I believe.

Something that helps you better understand the world and yourself? Hmmm ... I would postulate that such a thing (or act)enables that person to become wealthier, healthier and to perhaps even become more popular with his or her friends and family. In my estimation, therefore, it has payoff or benefit with #1, 3, 4 and possibly 5.

I loved your question and hope that you'll remain a part of our online community!


12:31 PM


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