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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?
6800 West Central Avenue Building F Toledo, Ohio 43617
(419) 539-2770
suits@fruchtman.com
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Ellen Articles Tag

Can We Talk?

By Ellen Fruchtman, President I remember a time when we actually talked on the phone. Yes, that’s what phones were primarily used for in the olden years. Connecting with the people you love used to be, well, second nature. Now? We let our fingers do the talking. People, there’s an easy way for friends and family to...

So much to love.

By Ellen Fruchtman, President In a few days, Cupid’s arrow will be in full force. Valentine’s Day, with its long history, is the day we celebrate those we love. Which got me thinking. What do you love about your business or what you do for a living? Yes, all jobs and/or running a business can be frustrating...

Looking Forward.

by Ellen Fruchtman, President By now you’ve probably read countless articles about the state of retail. There have been countless articles about its demise. There have been countless articles about what many believe to be permanent changes. To sum it up, here’s what we know: Independent guild jewelry stores thrived in 2020. Yes, there were some store closings for...

The Sunny Side

By Ellen Fruchtman, President There is no doubt this year has been a year of great and substantial challenges. And yet, there are many retailers who have weathered the storm. Overcoming the challenges took perseverance and business smarts, coupled with guts. From a marketing perspective, many of these successful retailers had a common thread: They did not...

High Earners Will Spend More

by Ellen Fruchtman, President By now you should be sick of polls, but here’s a study you may want to pay attention to. A company called AKI recently did a study of 3,000 U.S consumers called Four Things Every Advertiser Needs to Know This Holiday Season. If you are a fine jeweler (which you are), you’ll be...

Let me tell you…

by Ellen Fruchtman, President Lately, I have seen a rash of advertising advice from other marketing professionals in our industry. Some are providing me a significant amount of angst. Because after reading those recommendations and not-so-solid ideas, I’m quite certain the advice is actually bad. Not just bad because they are from some competitors, because I have...

Their loss. Our gain.

by Ellen Fruchtman, President  Many major retailers are struggling to stay afloat. And if you care to read an updated list of who’s exiting the landscape or looking at serious reorganization, feel free to look at the running list updated frequently on Retail Dive at https://www.retaildive.com/news/the-running-list-of-2020-retail-bankruptcies/571159/ It’s sobering. And certainly, unhealthy business practices are equally to blame versus...

What Do Political Marketing and Jewelry Marketing Have in Common? Everything.

Ellen Fruchtman, President Before Fruchtman Marketing was entrenched in marketing for jewelers and the jewelry industry, we were entrenched in local and regional political marketing. Yep. We were instrumental in getting the first African American Mayor of Toledo elected, who served our city from 2002 - 2006. We worked on many campaigns for City Council, State Representatives,...

Round meter with gauge pointing to red zone, productivity written underneat

Marketing Efficiency

There are many lessons to learn during the recent COVID-19 crisis, but topping the list is probably business efficiency. This was also true in 2018, and true in any market downturn. Unfortunately, we learn, but then we typically all go back to our old ways. What did we at Fruchtman learn from this disaster? We learned...

Warning street sign with the word coronavirus underneath, showing a blue sky in the background

CoronaVirus, Marketing, and You.

By Ellen Fruchtman, President Current Information and Strategy Right now, we are looking at an extremely fluid situation, which everyone will agree is changing hourly (let alone daily). With every major event cancellation, there will no doubt be a local economic impact. There are already tremendous stock market implications, which will undoubtedly have a trickle-down effect and will...