There’s a local jewelry store that advertises heavily on KEXP, the radio station I listen to. In their brief spot, they advertise that customers can design their own engagement ring using “CAD/CAM technology”.
The ad irks me every time I hear it for a couple reasons:
- Few people know what CAD/CAM technology really is, even if they’ve heard the term.
- There’s no mention of the customer benefit of designing your engagement ring using CAD/CAM technology.
It seems to me that the benefits are probably the ability to work with a designer in realtime to design your ring, to see immediately what it will look like, and probably to take home a picture of your custom ring.
I’ll probably only get married two or three more times in my life, but when I do, I’ll pick a jewelry store that advertises benefits, not features.
P.S. If I were a jewelry store with CAD/CAM technology, I’d create web pages for each custom ring design and let imminent or potential brides post them to Pinterest.