As marketing experts in fine jewelry, we’ve noticed several key points time and again when talking to clients, and while doing research. Below are items to take note of, digest, and consider for the future welfare of your business. 1.Your customers are chameleons. As noted by research firm Ernst & Young, today’s consumers are very difficult to pin...
Every fall, the major TV networks air new episodes of their top primetime shows as well as release the new shows they’ve been promoting. All of this kicks off during “premiere week” in September; this way the shows’ finales can air during the November ratings period, hopefully helping the networks grab major ratings and, consequently, major...
Unless you've been hiding under a large piece of rough diamond, it's hard to escape the fact that sales are down in the luxury market. In fact, according to The Luxury Institute, luxury retail has reported a 20% drop in retail traffic. And, according to a new Unity Marketing Study on affluent shoppers. The study is...
The E-commerce Tsunami It always seems that there is a “calm before the storm”. A sense of easiness before a sudden, usually violent event. These events disrupt the world around them and cause chaos, mostly for those who are ill-prepared. Technology is such a disrupter, as we have seen in the past 6-7 years. The iPhone, for...
It is no secret that your existing customer base keeps the sales pouring in for your store. These people already love you and want to do business with you. Keeping in touch with them is one of the most important things you and your sales staff need to do. How often are you touching base with these...
Everyone has their quirks, right? Everyone who knows me well knows I suffer serious aversion to certain things. Like chalk. Unglazed terra cotta pots. A certain coated paper stock that feels like suede (I cannot touch it!) And a certain short word used to describe a perfect, decadent cake, starting with the word m and ending...
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...
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...
On August 15-18 the 47th anniversary of Woodstock will be celebrated, a watershed moment for we Baby Boomers in the 60s, when nearly half-a-million young people gathered on a farm in upstate New York for a festival of 'Peace and Music.' Woodstock was also notable as one of the early examples of word-of-mouth marketing's power, long before there was internet, cell...
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...