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...
A Fruchtman Marketing Podcast
For the past decade we’ve been talking about how digital marketing and the move to online has changed how businesses market themselves…but what about how this technology should be changing the jewelry salesperson?
by Charles Pobee-Mensah, Director of Digital Marketing At Fruchtman Marketing, we've been keeping an eye on the evolving situation with lab-grown diamonds for a while now. Because of the differences and similarities between lab-grown and natural diamonds, not all retailers, or even customers, have the same view of the product. But one thing that seems undeniable is...
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 Charles Pobee-Mensah, Director of Digital Marketing The real danger in jewelry marketing is not understanding the online strategy. If you understand how your marketing is working for you, it’s much easier to make good decisions. To strengthen your understanding of the foundation of an online marketing strategy, let’s dive into how it works. Here are the...
by Charles Pobee-Mensah, Director of Digital Marketing The online revolution changed business forever. But more than that, it changed the way we operate in society. As a result, businesses have flocked to the new ways of doing business. If you ran traditional ads, now you run online ads. If you sent physical mail, now you send email....
by Charles Pobee-Mensah, Director of Digital Marketing Every jeweler goes through a phase when they’re obsessed with Google. It dawns on them that everyone uses Google for everything. But they have to dig to find their own site after trying a search. A blog isn’t just a way to address this. It’s a certified marketing machine. Blogs Give...
[vc_row][vc_column][vc_column_text]by Shane O'Neill, Vice President There is a slow demise of some jewelry stores out there. Their sales and revenue begin to decay, their marketing efforts become less effective, and eventually, they become a shell of their former business or close altogether. These are the stores that in many cases, whether through a lack of understanding or...
By Dana Rathke, Social Media Specialist Are you wondering what customers are thinking about your business? The best way to market to customers is through feedback and listening to their needs. Online social listening let you do just that. Here are some ideas to improve your online social listening strategy. 1)Uncover hidden conversations about your business. Online social listening, will...