PR34850
The Israeli Diamond Industry Sees Economic Crisis as Opportunity for Innovative Marketing
RAMAT GAN, June 1 /PRNewswire-AsiaNet/--
- 'Together Works' Uses New and Established Marketing Tools
The Israeli Diamond Industry, one of the major stakeholders of
Israel's economy, has found a unique way to deal with the global economic
meltdown. Instead of freezing marketing activities and pulling advertising
dollars, the Israeli Diamond Industry is investing huge efforts in reaching
out to clients, using both new and traditional marketing tools.
"We see the economic crisis as an opportunity, not a problem,"
said Eli Avidar, Managing Director of the Israel Diamond Institute Group of
Companies (IDI). "The key to success in this economic climate is to adopt
assertive and sometimes unconventional strategies in marketing, management
and development." That is, in his words "Do the unexpected."
Avidar and his team have created a 10- stage B2B strategic
marketing program dubbed, 'Together Works', which is being rolled out
throughout 2009. The plan is geared to helping Israeli diamantaires and
Israel's trading partners throughout the world. Avidar said, "IDI is
providing tools necessary to help diamond companies survive and even thrive
during these difficult times. Our message is clear: The Israeli Diamond
Industry reaches out to its international trading partners. By working
together we can all benefit."
So far IDI has launched four stages of 'Together Works,' with the
latest inaugurated on May 31, 2009 at a press conference at the JCK Show in
Las Vegas, the largest jewellery trade show for the U.S. market.
With this stage IDI is making use of the power of social networks
and Web 2.0 to promote Israeli diamonds. At the press conference IDI
previewed 38 video spots especially created for YouTube. In addition, the
Institute said that IDI was actively using social networks such as Twitter
and Facebook, and has gone online with The Israeli Diamond Industry blog.
This is in addition to its flagship diamond portal in English, Chinese,
Russian and Hebrew. IDI's plan is to develop an online B2B community which
will create a place for the industry to share ideas and communicate directly
with Ramat Gan.
Earlier stages of 'Together Works' launched a major print and
online advertising campaign in leading trade publications and websites.
Moreover, in the United States IDI introduced a 24/7 toll-free number,
1-888-42-WORKS, for ongoing and new clients to reach out with their immediate
diamond needs. These are uploaded in real time to IDI's online portal and all
Israeli diamond companies will receive text messages updating them on the new
demands. IDI also launched "CALL ASIA", a unique call centre that initiates
direct contact with a massive database of Asian B2B diamond buyers every
week to ask for their specific diamond needs. Here too the information is
instantly uploaded on to the IDI portal and Israeli diamond suppliers are
notified by text message.
As a further benefit to diamond partners in the United States,
IDI has launched a new seasonal magazine, Reflections - Diamonds. Fashion.
Trends. Clearly. Reflections focuses on the latest in styles, trends, and
celebrity jewellery. It is distributed free of charge as a handout for
customers to over 10,000 retailers in the United States in order to boost
diamond sales. Reflections can also be accessed online through IDI's portal
IDI's Avidar said, "'Together Works' brings new and fresh
marketing ideas to the diamond world. Diamonds represent a time-honoured
tradition, and the world diamond industry has been operating in much the same
way for centuries. The challenges posed by the current economic situation
have led us to introduce innovative and exciting marketing channels. There
are additional surprises to come."
IDI Chairman Moti Ganz said that the first stages of 'Together
Works' have been received with great enthusiasm in Israel and abroad. "IDI's
response to the economic situation has been to initiate important services
for Israeli diamantaires and their international clients. The Israeli Diamond
Industry and its global trading partners are reaping the benefits. Everyone
is anxious to see our next steps. "
For further information about IDI's 'Together Works' marketing
Contact: Sharon Gefen
+972-3-5442999
+972-54-4494494
Source: The Israeli Diamond Industry
NEWS 
