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Avidar says Out of the Box Marketing can tackle recession
He inspires industry to be more open minded in strategies
By: Diamond World News Service
May 4 2009 7:01PM
Reference: 3771  


Eli Avidar, Managing Director of the Israel Diamond Institute Group of Companies (IDI) shared an insight for the diamond industry to tackle recession - “think out of the box” marketing. Avidar was addressing a gathering at the opening session of the CIBJO – The World Jewellery Confederation Annual Congress. He stressed on the need “to adopt assertive and sometimes unconventional strategies in marketing, management and development.” That is, in his words: “DO THE UNEXPECTED.” He said “there can be no better time than the present – to introduce aggressive and strategic advertising and marketing programmes in all forms of media, especially as other enterprises are pulling out – making our negotiating powers in this area even stronger.”

He suggested that this is the time to target new consumer markets in developing countries, keeping in mind the culture of these countries. He also called upon the global industries to utilise original marketing methods such as social networks – Facebook, Twitter and others, take the time to blog or even just read blogs to get a better understanding of the industry from entirely new perspectives,

Avidar mentioned that the CIBJO conference was of major importance as an opportunity for these global industries to formulate policies together “that will help (them) … not only to survive the current crisis, but to thrive in its aftermath.” He applauded the IDI “Together Works” campaign, exemplifying the strategic marketing initiatives he was suggesting, while also commending the joint educational programme established by CIBJO and the United Nations, which aims to improve worldwide jewellery industry standards.

On a positive note he said the audience that the current financial crisis was bringing about intensified cooperation amongst diamond and jewellery entities, including the generic diamond promotion campaign which he cited as a very important step. “We have to act differently, we have to do it together…remember the two words of our campaign -- Together Works – because they contain a message within for us all,” he summarised.

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