Maximizing seasonal opportunities with an always-on multiscreen strategy
Fliegauf Jewelers is a family‑owned retailer based in Washington, NJ, and has been Warren County’s trusted jeweler since 1926. The store offers a wide range of services—including jewelry repair, engraving, and appraisals—along with a curated selection of diamonds, fine jewelry, and unique gifts.
For more than five years, Fliegauf has partnered with Comcast Advertising to harness the power of TV, driving greater reach and delivering impactful results. Historically, the retailer has advertised during the winter holidays but realized it was missing new business opportunities during other peak seasons throughout the year.
Creative direction is just as important as the media plan
An advertiser’s “creative” is the biggest factor in ad effectiveness, driving 49% of incremental sales.1 With that in mind, expanding Fliegauf’s presence beyond the holiday season began with developing new creative. The retailer had a fresh, brand‑focused spot designed to resonate with viewers throughout the year. In this localized commercial, Fliegauf highlights its full range of products and services—perfect for any gift‑giving occasion.
A customized approach to an annual investment
With the right creative in place, Fliegauf Jewelers was ready to expand its investment and start building a plan, season by season. To reach shoppers during holidays such as Valentine’s Day and Mother’s Day, the retailer extended the flight dates of its winter campaign and added an additional campaign in the spring. For each campaign, Comcast Advertising provided the data insights needed to target the right audiences across live TV and streaming. Fliegauf was seen on over 40 high-reach and niche networks, helping to build its brand and generate awareness around these key times of year.
In addition, Fliegauf Jewelers extended its reach by advertising in some of Comcast Advertising’s high-value programming like ESPN’s Monday Night Football and Hallmark’s “Countdown to Christmas.”
From missed moments to measurable growth
The expansion of Fliegauf Jewelers’ presence on the TV screen led to incredible results for the retailer. Fliegauf Jewelers experienced an uptick in new clients equating to an overall +10% growth in sales over the previous year.
We definitely gained new clients, and I routinely hear that our clients see our commercials. The additional advertising investment has really paid off.
- Greg Fliegauf, Owner of Fliegauf Jewelers
Sources:
1. NCSolutions, “Five Keys to Advertising Effectiveness,” 2023, https://info.ncsolutions.com/how-advertising-works/five-keys-to-advertising-effectiveness.