The Plumb Club and JCK announced that they will be partnering to host a Diamond Producers Association (DPA) presentation that will discuss the challenge of changing millennial perceptions about diamonds and how this requires a radically new approach to communication that cuts through the clutter.
The presentation will take place at the Plumb Club’s breakfast symposium at the JCK Las Vegas trade show on June 6.
DPA Chief Marketing Officer Deborah Marquardt said, “The presentation will reveal how the ‘Real Is Rare’ platform showcases diamonds as symbols of authentic connection and commitment, broadening the emotional territory for diamond moments and the opportunities for purchase.”
She added, “Attendees will be among the first to see DPA’s new campaign, including advertising, social media, and point-of-sale materials launching in third quarter. Attendees will receive DPA’s new digital booklet about updating the diamond narrative to speak effectively with millennials.”
Marquardt concluded, “Attendees will come away with a deeper understanding of DPA’s mission, our latest campaign, and how the new assets can be adapted for the in-store environment. This is an ideal opportunity to update retailers from across the country, one year after DPA launched the new ‘Real Is Rare’ platform at JCK in 2016.”
The symposium will also feature a talk by Pulitzer Prize winner, best-selling author and senior editor of the New York Times Charles Duhigg on ‘The Science Behind the Sale: How to build the habits that increase sales through a more rewarding customer experience.’
Duhigg will share the mindset needed to create an experience for consumers that taps into their habits and impulses. Armed with actionable tactics to enhance the customer experience and increase sales, attendees to the breakfast will be invited to The Plumb Club pavilion following the presentation to meet Duhigg and receive a complimentary copy of his bestselling book, ‘Smarter, Faster, Better’.