by Angie Ash, EVP I have to be honest. When Google announced that it wasn’t going to replace cookies in Chrome with any new proposed personal identifiers, I was neither surprised nor upset. If you’re reading this and not entirely sure what cookies are, you should be soon. That’s because when you visit a website, any tracking...
by Charles Pobee-Mensah, Director of Digital Marketing Mom and Dad are fighting. And we're all caught in the middle. In this case, Mom and Dad are two tech giants, Apple and Facebook. And at this point, we're still not sure if the collateral damage will be like Hong Kong after the Godzilla vs. Kong battle. Let's take a...
by Ellen Fruchtman, President The road is winding when it comes to business. Sometimes uphill. Sometimes downhill. And, everything in-between. We’re reading article after article about how businesses weathered the COVID storm and how those that thrived made the necessary adjustments. Necessity is the mother of invention. But, what if we weren’t always driven by necessity and...
by Shane O’Neill, VP Retailers often review various aspects of their business. Whether it’s their website, POS software, accounting, etc. Yet, few ever audit their most important asset; their brand. Auditing your brand is important because it allows your business to adapt and adjust to the changing times, and times are changing more than ever. The fact...
by Angie Ash, EVP Jewelry campaigns typically involve some storytelling. And some campaigns are clever and make sense, like romancing three-stone rings into a past/present/future ring. Or making that pendant of swirling diamonds not just be a nice design, but a “journey”. Other things are a bit more far-fetched, or just plain crazy. We’ve seen it all...
by Charles Pobee-Mensah, Director of Digital Marketing With the plethora of online marketing options available to us all, it's easy to get lost in the quagmire of "opportunities". Instead of looking at more new options, let's take a step back and think about the core strategies that work for jewelry stores online. Marketing to Current Customers Collect > Engage...
A Fruchtman Marketing Podcast
Social and digital marketing has changed more than just how retail jewelers market themselves, it’s changed how we communicate. So, why then are so many salespeople still selling the way they always have?
By Angie Ash, EVP Many retailers had their best year ever in 2020. Perhaps that was due to rolling up their sleeves and embracing necessary changes to get business done. Or maybe it was because their best customers were spending money on jewelry instead of travel. Likely, it was a fortunate combination of both! Now, however, there...
By Ellen Fruchtman, President How many times have you heard those three, simple words? Probably more often than you would like in 2020, and sadly continuing on in 2021. We can use science to guide us through our medical decisions. Conversely, there is no science to follow in the world of marketing. We get to follow research....
By Shane O’Neill, Vice President Just about every business is in the social media game now and most are failing to use their social media channels even in a moderately successful way. If you think you can hand off your social media presence to some service for $195 a month, you’re not even in the game. If...