by Ellen Fruchtman, CEO Be all you can be. Remember that famous campaign and tagline? It was created in 2001 for the US Army and was resurrected in 2023. Sometimes a great campaign is just a great campaign. According to Secretary of the Army Christine Wormuth, it was created to “communicate to a new generation of Americans to...
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 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...
By Ashley Buckowing, Graphic Designer As a designer, having stunning photography of jewelry always enables me to create the best designs possible. However, it’s also important that the pieces being featured are on-trend and eye-catching so that consumers naturally stop in their tracks (or scroll, rather…) The days of minimalist rings and dainty necklaces are over. This year,...
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 Ellen Fruchtman, President It's hard to believe the holidays are literally here. You’re making sure everything is in place to have a successful season. And while the days will hopefully be busy, it’s easy to forget some important fundamentals to ensure the success carries into 2023 and beyond. Here are a few: Staff Training and Incentives. Over...
By Angie Ash, EVP I’m the kind of gal who likes to enjoy seasons and holidays as they come. You know, take a nice hike in a park to breathe in that fresh fall air, hear the crunchy leaves under my boots, and sip some hot cider, possibly with a little something *extra* in it. So when...
While your website may be the greatest marketing tool at your disposal, the ability to have your customers shop and purchase your products on the spot is a game changer. And that's where e-commerce enabled Shopify shines! Aside from boosting sales, Shopify also boasts over 6,000 integrations for your site, defends against hackers and keeps your site...
As we venture our way into the start of the holiday season, all spectrums of retailers are wondering how to tackle marketing in the current economic environment that will appeal to consumers. First, be aware of today’s challenges. The past couple of years have brought their own obstacles, thanks to a global pandemic and re-learning how to...
By Ellen Fruchtman, President Hear me out. Whenever I speak to a new prospect (or even existing clients), I always ask what’s their point of differentiation. Let’s face it. Unless you are carrying a brand no one else has in your city and is specifically being sought out, you all carry much of the same. Don’t take...