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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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Are You Sticking to Your Retail Resolutions?

by Angie Ash, Executive Vice President We’re nearly (gulp) halfway through the calendar year. When you drafted your marketing plan for the year, beyond your spending dollars, you most likely set some goals. How are those going for you? If yours are lackluster, let’s dive into why this may be. Bad habits vs. new and good habits. When a...

You Are Unique

You Are Unique…Now Act Like It

by Kyna Steinfurth, Media Director Are you the retailer who is constantly stalking other jewelry retailers to see what they do with their marketing? Do you look at their latest promotion and think to yourself, “I should do this too?” Are you the retailer who expects the exact same results and gets upset if your event didn’t...

Change Can Be Easy

Change Is Good. And, It Can Be Easy.

by Ellen Fruchtman, President Almost 20 years ago, a book was published (September 1998), which had a profound impact on how I looked at business. The book, Who Moved My Cheese, became a topic in an article I wrote about the industry and its need to change a few years ago. At that time, there was no...

Adult Swim

Adult Swim Only

by Shane O'Neill, Vice President When I was a kid, my grandmother took us to swimming lessons every weekend. The local Red Cross provided the training from an early age, and by the time I was 10 years old, I became a Red Cross Junior Lifeguard. I certainly wasn’t a Michael Phelps, but I could dive to...

What's Your "Type?"

What’s Your “Type?”

by Angie Ash, Executive Vice President We’re all guilty of it. We size people up while we’re waiting in a line, sitting at a table in a restaurant, or passing someone on the highway. We tend to lump people in buckets based on their appearance and our thirty seconds of judgment. We don’t mean to do this,...

Media 101

Media 101

by Kyna Steinfurth, Media Director For years Fruchtman Marketing has been invited annually to speak with the senior marketing class at our local university. We offer insights into marketing to assist these students with their marketing plan thesis. We quickly realized that what these students needed most was a Media 101 on how to strategize, and plan,...

Advertising Dollars

Where Should You Spend Your Advertising Dollars?

by Ellen Fruchtman, President In 2017, something happened in the advertising world many predicted. More money was spent on Digital advertising than on Television advertising. To be factual (and according to media buying firm IPG Mediabrands), $209 billion dollars were spent worldwide in Digital versus $178 billion in TV. The predictions are by 2020, digital ads will...

Up For Debate

Up For Debate

by Angie Ash, Executive Vice President Imagine the following scenario: You’re in a staff or team meeting, discussing a big project or event. Ideas are thrown on the table. Of course, someone has a very strong opinion about one of the ideas over the other. It’s decision time and everyone agrees with the person who voiced the...