By Ellen Fruchtman, President How many times have you heard those three, simple words? Probably more often than you would like in 2020, and sadly continuing on in 2021. We can use science to guide us through our medical decisions. Conversely, there is no science to follow in the world of marketing. We get to follow research....
by Charles Pobee-Mensah, Director of Digital Marketing Did you know that Google has released Google Analytics 4? It's a notable upgrade from the previous versions. Although the main new feature is combining data from your app and your website (which most jewelers don't need) it brings a more beginner-friendly interface. Learn about its top 3 benefits and more...
by Charles Pobee-Mensah, Director of Digital Marketing The internet has made marketing more accessible than ever. It has also made marketing more complicated than ever. And, in this modern age, not all marketing activity is created equal. Marketing is no longer a choice between handing off everything to an agency or doing everything in-house. In fact, success...
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...
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...
By Shane O’Neill, Vice President We’ve been dealing with zombie jewelers for years now, but the new COVID outbreak has escalated the infection. It’s more important for retailers to test themselves and make sure they aren’t turning into a…ZOMBIE JEWELER. A New Infection, a New Dawn “Where did he go?” It was a question I was often asked about...
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,...
By Ellen Fruchtman, President With the baseball season (and many sports seasons) clearly in the rearview mirror, there’s a great business analogy spoken by one of the all-time greatest baseball players, Babe Ruth. “Yesterday’s home runs don’t win today’s games.” At the time, he was likely talking about the game and never anticipated how it could be a great...
By Guest Columnist Lori Dixon, Ph.D., Great Lakes Marketing Research Consumers got a taste of having more power over place and time, and they will not easily go back to their old ways. There is not going to be a new normal. Normal implies: conforming to a standard, usual, typical, or expected. Ha! We are smart enough to...
by Ashley Bowen, Account Coordinator As you look to reopen your store and capitalize on sales, especially for Mother’s Day and anniversaries, consider offering your best customers a little something to show you care at no charge. There are numerous options to consider, both big and small, such as flowers, wine, or simply a nice handwritten card....