Members begin to unwrap the present moment

24 Nov 2020

NAJ Members who have enrolled in the free made-for-you consumer campaign have started to receive marketing collateral to promote themselves locally this festive season.

The Present Moment is the NAJ’s first Christmas campaign and aims to stimulate demand for jewellery as shoppers search for gifts with a deeper personal meaning in light of the ongoing Covid19 pandemic.

After polling its members to understand who the target audience should be, and applying research from its previously published whitepaper, organisers arrived at ‘the Present Moment’ campaign, built for those aged 35-64, buying for their partner, sibling, child or another family member.

Unwrap The Present Moment

Ben Massey, Director of Marketing at The National Association of Jewellers said,

“Nationally we’re well underway. The campaign aims to drive traffic back to the Association’s find a Jeweller tool, where the public can find local and specialist jewellers whilst gaining peace of mind, confidence and assurance that they are buying from a NAJ Member."

“Locally we’ve prepared collateral, templates and toolkits for members to utilise, edit and personalise so the very same 'present moment' sentiment can be delivered by NAJ Members, who can reap the benefits directly.”

“The power of this activity is felt when we all highlight the unique benefits jewellery has through a single consistent campaign voice, which the Present Moment is built to do.”

 

What’s the message?

The Present Moment campaign highlights the unique benefit of jewellery to celebrate personal and emotional relevance, capturing the past, be excited about the future, and to 'live' and cherish the here and now.

This Christmas, society is longing for something special, to indulge and be indulged - yearning to feel unique after a year full of numbers and quotas. Responsible consumers will be looking for responsible gifting. That means something tactile, to hold and enjoy, and certainly not an IOU.

'Good gifters' will know they need to get it right emotionally, they will want to make those close to them feel more connected to them and make the person feel more confident and special. So, fast forward to Christmas morning, just after the giver has passed the gift to the receiver, and the receiver is opening the present to find out what the gift is… does the gifter feel they've got it right in their present moment? Is the gift everything the receiver hoped for?

We say…

Treasure your past, love your future, choose... the present moment.

Adam Jacobs, a partner at Jacobs the Jewellers and chair of the NAJ’s Consumer Focus Steering Group said,

We’re delighted to be able to share with the NAJ community the Christmas Campaign. I’m grateful for the support of partner organisations in their willingly proactive support to get this project delivered. It carries a lot of punch and with members’ support it can help drive sales.

 

How can members get involved?

Whilst the Association delivers national Press and PR to push consumers back to the Find a Jeweller tool with inspiration provided by The Jeweller’s ’21 Style Edit, members can get involved too.

By enrolling in the free campaign, members gain access to a toolkit including a collection of templated press releases, promotional ideas to echo the present moment sentiment and a range of creative assets to personalise.

Press releases and creative being published include:

• Copy lines for your gift guide with supporting release (a priority for members to get in place first)
• Release: The XX things you absolutely need to do to make the perfect present moment this Christmas
• Release: The gift they can keep close, even when you can’t be says local jeweller
• The present moment social media images and posters, to be shared direct or edited and deployed.

Download The Present Moment assets now

In addition, the Association is alerting members to make sure their Find a Jeweller profile is up to date to take advantage of the increased coverage of its member directory. Members can log in and edit business information, opening times, social media links and gallery images of new and popular collections.

Check a Member

Update my profile

 

Source: The National Association of Jewellers