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Fruchtman Marketing has worked with many of the finest retailers, manufacturers, designers, importers, vendors, and trade organizations in the jewelry industry. Are you ready?
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Making Your 2016 Business Goals a Reality

Making Your 2016 Business Goals a Reality

Happy 2016! With a new year comes new goals or, perhaps, the resolution to make last year’s goals THIS year’s reality. Finally. You’re ready. Right? The problem with most resolutions is the fact that in order for them to become a happy reality, a new habit must be formed, and according to a study by Health magazine, that new habit takes upwards of 60 days to truly stick. Just as our bodies and minds need discipline and commitment to make lasting changes, so does your jewelry business. Let’s take a closer look at what may be weighing YOUR jewelry business down.

1. Your clunky website. Outdated in the way a closet may be if it’s still filled with clothes from 2003. No wonder it doesn’t get a second glance, much less good traffic. Think about the sites you like, visit, and shop. Make a wish list of how you want your store’s site to look. Sleek, polished, stylish, functional – a real head-turner that will get noticed, just like your brick-and-mortar store, right? Considering the fact that it’s second nature for consumers to check you out online well before entering your physical store, there is no time to waste on this initiative. You may be lucky enough to be forgiven by your existing customers for still sporting an outdated online look, but anyone new to making a fine jewelry purchase with you will take one look and think twice, or worse, go elsewhere. Consider the appointment you’ll make with a professional website company as one you would make with a new doctor. Select one with a great reputation and plenty of references — not a friend, not a relative, not a student. Insist on having it built with an easy-to-use CMS so you can learn and feel confident making any necessary updates. You would go to a new doctor with questions, and you should do the same with any company you’re handing your website to as well.

2. Same old, same old. Do you go to the gym? If you do, you know your go-to workout occasionally needs a kick in the butt, too. Same for your advertising plan. There will be times when a newspaper ad may still hit the demo you’re trying to target. It may still be a publication that’s well read in your community, BUT almost all newspapers are also read online now, too. It may be time to re-investigate what’s out there. The same newspaper may negotiate their online opportunities, like banner ads linking to a landing page on your website to engage reader interest as well. Note: Clicks are measurable. Mix it up and try something new to see if it impacts results. And speaking of learning something new, by now you know Facebook is clearly not going away. If you also know you’re not the right person to post content, find someone dependable who knows how to advertise on it, likes using it, and will create compelling posts with variety and style to create interest. Have them Tweet for you and explore Pinterest as well.

3. Too much junk food. Sugar. Fat. Caffeine. You’re going to be tempted by all kinds of fare by those publications, station reps and charities, all wanting to give you a taste of the specials they’re offering. It keeps you up at night. Keep your goals posted prominently in your office. Question the “nutritional” value of what’s offered and ask yourself if it’s right for you. Not everything that tastes good is good for you. It really is okay to leave what’s offered or just say no thanks, I’ve had enough.

4. Lack of focus. You can accomplish a goal if you so desire, but you need to put a plan in motion to give it the attention it deserves. You can’t gain that much-desired first time bridal business if you keep investing in fashion jewelry and targeting the 40+ demographic. Erratic activity only equals disjointed effects and disappointing setbacks.

5. Unrealistic goals. Ever know someone who lost a lot of weight and kept it off? Maybe you thought, I could never do that. But you saw the before and after pics, right? It didn’t happen overnight, rest assured. But it did happen eventually because they kept at it, didn’t beat themselves up if they gained a pound, and most importantly, got back on their horse if they fell off. Same with your business goals. Be realistic. Commit to a weekly check in to see how you’re doing with your goals and use it as motivation to stay on track. Remember – 60 days for a new habit to form. Nothing motivates quite like positive results, so celebrate your successes and keep going. 2016 is going to be a great year!

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