by Shane O'Neill, VP It seems that today everyone wants everything, right now, all the time. When it comes to marketing, the question usually is, “How long before I start to see results?” That’s a loaded question because it really depends on many factors, such as your budget and strategy. But it also requires a word seldom...
By Ellen Fruchtman As I sit here on April 12 with the task of writing an article, it seems impossible for me to think of much else other than my friend, Kate Peterson. Perhaps everyone has had their say about this tragic loss. But, here I am. Today, it doesn’t seem quite right to pen something else...
by Angie Ash, EVP There are so many reasons why retail jewelers send their customers professional-looking and engaging emails. For one, technology has made it easy to create engaging and beautiful correspondence. With just a few clicks, you can send your customers information about an event, include links to landing pages, and even ask for an RSVP....
Shane O’Neill, Vice President Things change quickly in the digital world. Before 2010 few jewelers were on Facebook or used paid search and Facebook advertising. Some still don’t to the level they should. Moreover, there still is a lack of sophistication in regard to other digital efforts like websites or email marketing. It lacks planning, integration, strategy,...
By Ellen Fruchtman Just about every jewelry retail business is focused on selling new. New bridal. New fashion pieces. New watch styles. You reorder fast sellers (as you should). You look for new designers and something just a little different to add to your showcases. What you also try to do is follow some trends. Some are...
By Angie Ash, EVP As a marketing professional, I get excited when I see entrepreneurs take a product that nobody thinks is interesting, sexy, or worth more than a second glance, and find what’s “wrong” with it. Then they create a new brand in that same category that’s fresh, different, and makes consumers not only say, “what...
Watch Shane O’Neill’s interview with Hill & Co., discussing the importance of developing a plan, understanding the path ahead and standing out from the crowd.
By Ellen Fruchtman, President Acquisition is the lifeblood of any retail business. To be honest, it’s probably the lifeblood of most businesses. The way we do this is through advertising, word-of-mouth, and the most important of all, referral. Today, acquisition through advertising may be the most difficult of all. Why? The proliferation of messaging is staggering. Just how...
By Angie Ash, EVP As a side-hustle fitness instructor, I see A LOT of people I like to call “resolutionists” show up at the gym at the beginning of every year. They’re fueled by all the best intentions - losing weight, gaining endurance and speed, and building lean muscle. They usually start with the pedal to the...
by Shane O'Neill, Vice President As with any profession, there are always behind the scene idiosyncrasies that seem to commonly pop up. Sometimes these tweaks or requests don’t really benefit the objective and, in some cases, might be an obstruction to overall quality or effectiveness. In the agency/marketing world none rise higher than “Make the Logo Bigger”....