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Ellen Articles Tag

Are you better?

By Ellen Fruchtman How do I gain market share? How do I increase referrals? How do I increase sales? How do I become like (fill in the blank jeweler)?  How many times have you asked one, if not all of these questions, at some point in your business life? When all you really need to do is look inward...

The Customer Journey

By Ellen Fruchtman, President Let’s take a trip. Not a real trip in the true sense of the word. It’s more of a journey. A customer’s journey. It’s a long and winding road. All you have to do is think about your own purchasing decisions. The journey you take when you are considering making a large purchase...

We’re growing!

We are excited to announce Erin Cole as the newest member of our digital team! Erin comes to Fruchtman with extensive social marketing experience, having worked in digital marketing and social media management for a number of different industries for 6+ years. She graduated with a Master’s Degree in Organizational Management from Misericordia University and Bachelor's Degree...

Fearful or Foolish?

By Ellen Fruchtman, President I just completed a 3-day stint at the Centurion Jewelry Show. One of the first speakers was Milton Pedraza, CEO of the Luxury Institute who proceeded to talk about too many items to mention, but one brief subject matter became the impetus for this article: Fear. The fear of doing something different. The...

Success Strategies for 2022

By Ellen Fruchtman, President If we have learned anything over the course of the last few years, it is our ability to pivot and look straight in the eye of adversity. Now it’s 2022. And, in some ways, the news is the same, and perhaps life in 2019 will never be achieved again. All that being said,...

Enjoy The Ride

By Ellen Fruchtman, President  We set some high bars this holiday season and all expectations indicate it’s going to be a good one (again) for the world of fine jewelry. Short-term gains should always be leading to long-term strategies. So even though your eye is on the immediate prize, 2022 is just around the corner and the...

Storytime.

By Ellen Fruchtman, President  Have you heard about the best way to build your brand? It’s through salience. The word by itself according to the Oxford Dictionary means “the quality of being particularly noticeable or important; prominence”. In marketing, it has everything to do with becoming top of mind when the consumer is making (or considering) a...

How to Work With an Agency

By Ellen Fruchtman, President This isn’t about working with us. This article is about what you need to know about client/agency relationships. The best way to work and get what you want from any agency. The best way to keep the relationship flowing in the right direction. And yes, the quickest way to demoralize your agency. How to...

The Ultimate Influencer

by Ellen Fruchtman, President In the world of advertising, there’s nothing stronger than the use of testimonials. With influencers being so important today (and the buzz du jour), the best influencers are the most authentic. And, nothing is more authentic than utilizing some of your best customers. Fruchtman Marketing developed a television campaign called “My Jeweler”  to...

Visionaries Wanted.

by Ellen Fruchtman, President The road is winding when it comes to business. Sometimes uphill. Sometimes downhill. And, everything in-between. We’re reading article after article about how businesses weathered the COVID storm and how those that thrived made the necessary adjustments. Necessity is the mother of invention. But, what if we weren’t always driven by necessity and...