Ice.com keeps finding new ways to promote products. From blogs to Dr. Phil to the Oscars, the e-retailer is finding new ways of pulling customers to its web sites.
The company’s two blogs have boosted sales 100% in month-over-month sales since the launch in late 2005, executives say. JustAskLeslie.com offers tips from a jewelry expert along with the opportunity to comment on the expert’s recommendations and interact with other shoppers.
Another blog, SparkleLikeTheStars.com, presents an edgier view and forum for all things related to celebrities and their jewels. Both blogs have pulled in thousands of new shoppers, says Ice.com.
Ice.com, which is No. 193 in the Internet Retailer Top 500 Guide, is also placing products where they can be seen. Media venues include the Dr. Phil show and next week’s Academy Awards show. Ice.com also is tying into Spider-Man 3 with a “Power of Love” sweepstakes in which entrants could win a set of his and hers rings.
On the Dr. Phil talk show, a guest described her boyfriend’s obsession with hunting and was surprised by an on-air proposal and a diamond engagement ring by Diamond.com worth $20,000, which the future groom designed for his bride-to-be. Diamond.com also gave all audience members a ruby heart pendant valued at $175.
Diamond.com and Ice.com also will showcase jewelry at a red carpet event for celebrities and movie industry insiders during Hollywood’s Academy Awards week. Movie stars and other celebrities attending the event will receive complimentary gifts of Diamond.com and Ice.com jewelry, which they will be able to wear to pre- and post-Oscar parties.
Pinny Gniwisch, executive vice president of marketing at ICE.com, will speak at the Internet Retailer Conference & Exhibition, June 4-7 in San Jose, in a workshop session titled New Age Marketing Tools: Is Today's Hype Tomorrow's Help?.
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