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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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Rio Olympic TV Viewership Down In A Big Way

Earlier this summer, Steve Burke, CEO of NBCUniversal, while being interviewed about the upcoming Rio Olympics, was asked to describe his “Olympic nightmare”. His answer – ratings suddenly drop 20%. Fast forward to this month and Steve has barely escaped his self-described nightmare; TV viewership overall fell for the Rio Olympics 17% from where the London Olympics...

Move Your Cheese!

Have you read the book Who Moved My Cheese by Spencer Johnson, M.D.? If you haven’t, it’s on my highly recommended reading list. If you have, it’s probably time to read it again. To give a quick synopsis (since the entire book will only take you a few hours to read cover to cover), it’s a...

Name Dropping

For many, many years, jewelers have bought into the philosophy of supporting bridal brands. They invested LOTS of buy-in dollars in carrying these brands. They heavily promoted the brands by tagging the designer line’s television spots. They used the brand's provided radio scripts, hosted the designer brand's trunk shows, and tagged the brand’s national print ad...

Pokémon Go – Why Is It Important?

By now, surely, you’ve heard of Pokémon Go. It’s near impossible to check your Twitter feed or scroll through your Facebook updates without seeing dozens of screenshots and progress updates from friends. Drive through your neighborhood or walk through your local shopping mall, and you’ll most likely see people with outstretched smartphones, a look of determination...

Garbage in. Garbage out.

You can’t open a trade magazine, email or attend an industry conference without a multitude of messages coming your way about the importance of your web presence. The problem: no one understands the magnitude of work that’s needed to conduct business on the web. It’s no laughing matter. Pure and simple: your website is the online version...

Are Consumers Ever Unconnected?

According to Nielsen's Q1 2016 Total Audience Report, adults in the United States spent 10 hours and 39 minutes per day consuming media during first quarter. That’s an increase of an hour over first quarter, 2015. The increase is due to digital viewing options. Time spent on smartphones was up 60 percent and tablets up 63 percent....

Making a Connection With The Over-Connected

“Today we’re more connected than ever. More pics, more clicks, more chats and snaps, likes, texts, PMs and DMs. But the more we talk, the less words mean. We’re treading water in a sea of connections looking for something more. We’re searching for someone. Grasping for genuine something that embraces sincerity in the face of cynicism. It’s not about needing...

Darwin On Media: It’s An Evolution.

According to a recently released Pricewaterhouse Coopers report, online advertising spending in the United States will surpass television advertising spending for the first time in 2017. The win is set to be a slight win, but a win nonetheless. It is projected that next year online ad spending will hit $75.3 billion, whereas TV ad spending will...

Cause and Effect

If you just returned from JCK Las Vegas and had the privilege of attending the Jewelers for Children Facets of Hope dinner, congratulations! There’s a special feeling everyone receives from doing something good and supporting some very worthwhile charities. What’s more, doing good is often the key to doing well in business. To those businesses that understand...