Ben Bridge Sets Sights on Millennials With DNA
As the Ben Bridge Jeweler family looks to the future of the 104-year-old company, they have selected DNA to help tailor and evolve their communication to a new audience of customers.
Known throughout the Western United States for their exceptional jewelry and personal service, Ben Bridge has doubled down on developing exclusive collections geared toward younger consumers while continuing to communicate the virtues of the brand to both new and existing customers.
“There are 16 million affluent millennials in the US, making them a powerful target audience for Ben Bridge,” said Chris Witherspoon, Managing Director, DNA. “We know they want highly personalized service and that they care about the values of a company, not just what it offers. Ben Bridge’s local focus, family values and entrepreneurial spirit are important attributes to this audience and [that] offers us new ways to tell the Ben Bridge story.”
“We specialize in helping brands connect with audiences on a deeper level by uncovering the values they share with consumers. Doing this for a luxury retailer across multiple states represents an exciting opportunity for DNA,” Witherspoon also said.
“There are 16 million affluent millennials in the US. . .We know they want highly personalized service and that they care about the values of a company, not just what it offers.” – Chris Witherspoon, Managing Director, DNA.
“It is an exciting time in the history of Ben Bridge as we continue to evolve our brand to make it relevant to today’s consumer,” explained Marc Bridge, great-great grandson of the company’s founder. “We felt DNA understood what we are trying to build and could help us communicate our unique value proposition. We believe our century-long commitment to caring, personal service and crafting jewelry of enduring quality is deeply relevant to today’s consumers.”
New marketing and advertising initiatives will roll out for the fourth quarter of 2016.