The Israeli Diamond Industry Sees Economic Crisis as Opportunity for Innovative Marketing

The Israeli Diamond Industry Sees Economic Crisis as Opportunity for
Innovative Marketing
'Together Works' Uses New and Established Marketing Tools

RAMAT GAN, Israel, June 1 /PRNewswire/ -- 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 jewelry 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 center 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
jewelry. 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 site at
http://www.israelidiamond.co.il/Reflections.html
IDI's Avidar said "'Together Works' brings new and fresh marketing ideas
to the diamond world. Diamonds represent a time-honored 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 program go
to http://www.israelidiamond.co.il/English/index.aspx
Contact: Sharon Gefen
+972-3-5442999; +972-54-4494494

SOURCE Israel Diamond Institute

Contact: Sharon Gefen, +972-3-5442999; +972-54-4494494