Modern Jewelry Trends

A new search engine on steroids called What’s Online is offering visitors a chance to win a diamond a day. The company has teamed up with Lazare Kaplan in a sweepstakes and sponsorship of the No. 49 car in the NASCAR Nextel Racing Series. “Our sponsorship of NASCAR, as with all of our promotional efforts, is ultimately intended to drive traffic to our retailer’s doors,” explains Marcee Feinberg, Lazare’s Vice President, Marketing. The daily diamond is a rough octahedron crystal. Consumers will be sent to the Lazare Diamond website , where they will be directed to a jeweler in their area. Lucky winners will be able to visit these retailers in order to set or cut their new diamond in the rough. NASCAR fans are an excellent target market, Feinberg says. With 75 million fans, it is the number two sport on television and the number one in terms of fan loyalty. And 41% of NASCAR fans, 40% of whom are female, fall within the $50,000+ income bracket, 12% are in the $70,000-$100,000 income bracket and 11% are in the $100,000+ income bracket. The first race for the WhatsOnline/Lazare Diamond car was at the Dover 400 on September 24. During the week of October 9th, www.WhatsOnline.com received more than 711,608 hits. In one week, approximately 6,280 consumers entered online to win a Lazare Kaplan rough diamond. So far, 20 lucky winners have received their rough octahedron. Hey, those are pretty good odds! Try your luck today!

This entry was posted on Tuesday, October 24th, 2006 at 11:36 am and is filed under Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.