How Lux Bond & Green Damaged Their Brand Today
Posted by Gregory Ng | Filed under ★★★ If It Works, Great
This is the story of a brand I personally love and trust confusing the heck out of me.
Let’s frame the situation before you take a look at the email in question. I have been a happy customer of Lux Bond & Green for many many years and have spent in excess of $10,000 with them in that time. I cite that number not to comment on their pricing or my weakness in buying stuff for my wife but rather to illustrate I am not a one item customer with this company.
Periodically I receive emails from them (and printed catalogs in the mail) and despite me moving away from the Boston area and the 0% chance I would ever purchase jewelry online, I still remain subscribed to their marketing communications because I like them.
Now look at this email I received from them today:
Now, here is my markup:
To be fair, there isn’t all badness all up on this email:
• The logo is prominently displayed which works well for the type of relationship I have with them.
• The value proposition is also clear. “Yay! I can win a trip to Greece!”
• The Imagery shows me what I can win! “Check out that heart necklace! And that bright blue water!
Now, here’s where it goes horribly wrong.
“Engagement story? Nope. I’m married (11 years BTW) so I guess I don’t qualify, Delete.”
The truth of the matter is this contest is for people who have already proposed not those who are looking to propose. Horrible contest name and horrible DeBeers knockoff silhoette graphic. It’s misleading and cheap. Who do I blame? Well, the answer to that question brings me to the next major issue…
Check out the button. The logo on top says Lux Bond & Green. The Sender is Lux Bond & Green. So who the hell is JIC? Apparently JIC stands for Jewelry Information Center which Lux Bond & Green is (I guess) a member of. Bad! Bad! Bad!
Here’s what Lux Bond & Green needs to do to fix this: A simple message stating this contest is in association with Lux Bond & Green would suffice. Receiving an email from someone and then seeing another name when clicked through creates anxiety and a nervous twitch in the “This is SPAM finger”.
I know that they can’t control how tacky this promo image and email is from JIC, but they can at least tell me, a loyal customer that this is something they endorse. Instead, this horrible design is pissing all over the image I have of this great jeweler.
You keep on doing that Lux Bond & Green and you are going to get some unsubscribes.
Now for some outro entertainment…
I am currently VP, Creative at Brooks Bell Interactive, an online direct response agency in Raleigh North Carolina. Anything written for this site represents my own opinions and not that of my employer or the clients I work for.
