Do you know what second screen advertising is? If not, it’s where consumers use a mobile device while watching television. It’s all everyone seems to be talking about. I get it, as approximately 87% of consumers use more than one device at a time. That number is huge! But…they’re failing to point out the continued necessity...
#Flabbergasted. That was me when a client recently inquired about a door counter. They were looking for some recommendations on brands and types to check out. Out of curiosity, I decided to ask a few clients what traffic counter systems they use, since we regularly recommend them to our clients. Some of the answers? "We don’t use...
Got your attention? Who tells a retailer not to sell? We do. And, statistics are backing that recommendation up. Of course, don’t take that so literally. If someone walks in your door, of course, you want to sell them something. Better than that, you want them to walk out the door with a piece of jewelry...
by Shane O’Neill, Vice President The Relevance of SEO in the Jewelry Industry Not long-ago, SEO, for independent jewelers, wasn’t often recommended or needed. This was primarily due to budget restraints and the lack of sophisticated competition (digitally speaking) on a local level. That is to say, five years ago, most independent retailers had poor website experiences. So,...
1999 is forever ago in internet years. But, I need you to take a trip with me back to that time to rediscover something that far too many businesses have forgotten. 1999 is when the book, Permission Marketing, came out. Back then, Seth Godin popularized the idea of using the internet for good. He opined about how...
For many, many years, jewelers 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, using their provided radio scripts, hosting trunk shows featuring the brands, and tagging the brand’s national print ad in Brides magazine...
The question asked most frequently of marketing professionals in the jewelry industry is where marketing dollars should be spent to reach millennials. The answer we give is, unfortunately, not one jewelers want to hear. There is no perfect media platform advertisers can concentrate all of their marketing dollars in order to reach these consumers. Based on their...
Price, quality, and delivery are the foundational requirements to make a sale. With most competitors being able to equally deliver on these basics, how does a jeweler distinguish themselves from the rest? A good question, and it is at the heart of why digital marketing is having such an impact on business. Most jewelers will tell you...
As a professional in the jewelry industry, you know a lot. Sure, you know fine jewelry, but you also know more. You may have had to master financing, marketing, customer service. Then, the internet came along. And after that, smartphones followed, just to name a few. The world changed dramatically and some people simply decided to hire...
It’s the thing every retailer needs to do. Somewhere along the line, you need to convince your prospective customer they should try your brand. To do that, you have to understand the very basic principal of why people make a decision to buy from you versus anyone else. Beyond the price-shopper (and today you do need...