Client Profile: David Rudy is a reputable jeweler, who designs and creates unique pieces of jewelry. He has been servicing his clients for more than thirty years, offering them the finest masterpieces. “It’s very important to me that people who walk into our store have a pleasant experience,” says Mr. Rudy, who often services the children and grandchildren of his original customers. He personally oversees every piece of distinct jewelry that is crafted and sold in his store. “I carry a wide variety of styles, and I guide each customer to the piece that not only satisfies their taste, but also looks great and flattering on them.”
Challenge: Over the years participation in Chinese auctions awarded David Rudy Jewelers name recognition amongst both the sephardic and ashkenazic communities, but Mr. Rudy wanted more. He wanted a more direct approach of tapping into more potential clients.
“Though she was looking for a special piece of jewelry for an upcoming simcha (special occasion), it was that eye-catching bus station ad that jolted her memory and prompted her to visit David Rudy Jewelers once again. That one pair of earrings she purchased nearly covered Mr. Rudy’s entire annual bus billboard contract!”
Outcome: By installing bus station billboard ads in multiple locations to reach David Rudy’s target audience, iCatch Media generated enough interest that the yearly contracts paid for themselves in a matter of weeks. David recalls that within three weeks of his initial contract with iCatch, a woman walked into his store and bought a pair of exclusive earrings. The woman shared that she had won a piece of jewelry from his store in a Chinese auction many years ago, and when she saw his attractive ad on the bus station, she remembered the pleasant experience she had. Though she was looking for a special piece of jewelry for an upcoming simcha (special occasion), it was that eye-catching bus station ad that jolted her memory and prompted her to visit David Rudy Jewelers once again. That one pair of earrings she purchased nearly covered Mr. Rudy’s entire annual bus billboard contract! David continued to renew his annual contracts for 5 consecutive years. The impact on brand awareness, as well as increased store traffic and direct sales from those target communities was undeniable.
Mr. Rudy particularly notes that iCatch’s bus station ads are even more cost effective than print media. “People don’t sit and read magazines as much as they used to, but they still walk on the streets, drive, and take the bus.” Mr. Rudy mentions that he notices and remembers the ads he sees on the bus stations he passes when he travels to Manhattan. When he learned that iCatch could help him get his own ads out on this medium in the Brooklyn area, he was excited to try it. He especially likes the idea that he can select his spots of choice each month, and unlike magazine ads, is assured exclusivity on each of his desired locations. Mr. Rudy focuses on producing high quality ad design that utilizes product photography, highlighting the fine details of his jewelry. He appreciates that pedestrians can look closely at his pieces on the large ads. “The bus shelter ads are accessible. People are able to really see the details and engage.”
