What are the differences between the World Diamond Mark and the Diamond Producers Association?
First, a reminder: The World Diamond Mark® (WDM) was created by the World Federation of Diamond Bourses to rekindle consumers’ desire for diamonds and diamond jewellery, build trust in the retail jeweller, and consequently to boost demand for natural diamonds throughout the diamond supply pipeline.
Operating as the industry’s catalyst, WDM aims to engage all diamond industry stakeholders, and invites them to participate in WDM’s programmes.IDMA, GJEPC and many other industry stakeholders have already joined the WDM.
How does the Diamond Producers Association’s (DPA) campaign differ from the WDM’s programme?
The DPA targets the consumer with Rare is Real™ campaign.
The rest is up to the downstream market!
DPA focuses on a single segment of the market, the Millennials, with a long term objective of influencing the mindset of this category of consumers.
On the other hand. the WDM addresses the consumer touch points at the retail level and offers promotional tools and marketing colaterals to the retailers to use and to create immediate sales.
To learn more about the WDM, take a moment to visit the new WDM B2B website, at www.worlddiamondmark.org!
Will the WDM have a consumer oriented campaign?
The WDM consumer-oriented campaign addresses all categories of consumers with a slogan that will be launched in December 2016 on our B2C website www.passion.diamonds. But while the website www.passion.diamondsis aimed at the consumer, its ultimate goal is to drive consumer traffic to the participating WDM retailers!
The premise of the soon-to-come WDM consumer-oriented campaign is based on story telling.
Each diamond is unique equally, like the stories of the people who own and wear them. You may have been given your diamond as a symbol of love, or maybe you purchased it after you saw someone wearing her or his own diamond, attracted by its sparkle and the impact it creates. The WDM creates and collects inspiring diamond stories and promotes people’s own diamond stories to the consumers. Each person comes to life as a unique being, just like the diamonds they are wearing.
These stories are in sync with local culture, offer marketing collateral to local retailers, appeal to the consumers’ emotions and ultimately engage the consumer in a conversation
More in the next editions of the WDMonthly!
A sample of a digital WDM promotion campaign
WDM carried out a sample digital promotion campaign to promote the WDM ADD Programme using Pure Gold as an example WDM ADD in the GCC. The objective was to provide a blueprint on how other retailers can carry out similar social media promotion campaigns including efficiency measurements from a real campaign. The Pure Gold campaign ran for 2.5 weeks in September-October 2016, and reached 360,763 unique users, and each of them has seen the ads on average 3.8 times. The cost was only an amazing US$ 0.0028 per user contacted…..
The campaign’s goal was to reach the relevant audience and to familiarise it with Pure Gold’s partnership with WDM and the significance of the ADD label for retailers and customers.
The campaign included a set of four different Facebook ads and the ads focused on attracting people who are the relevant audience to purchase jewelry from Pure Gold and to inform them about the benefit of purchasing diamonds from an official ADD partner.
The targeted audience for this campaign were male and female, between 21-40, in a relationship and/or engaged, located in the UAE, Bahrain, Kuwait, Oman, Qatar, and Saudi Arabia
The campaign reached and exceeded its goals and revealed informative insights about the targeted audience mindset, and how to engage it in future campaigns.
For more information on education programs visit The Corlia Roberts Diamond Education Programs