An Inconvenient Opportunity. | Read Now!
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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?
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Shane Articles Tag

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An Inconvenient Opportunity

by Shane O'Neill, Vice President In a recent AdAge article by By Bradley Johnson, he discusses the importance of pushing your industry, your business, forward in the face of adversity. It’s our responsibility to become better positioned for the inevitable economic rebound; our families, employees, and vendors depend on it. There is nothing wrong with strategically positioning...

Use Facebook For What It Is

By Shane O'Neill, Vice President Ahh, Facebook, the most widely discussed social channel. Every trade show is packed with speakers on the subject. “How to get the most from Facebook”, “How to Sell on Facebook”, “Get More Fans on Facebook”, the list goes on and on. Yet, almost all of you are using the channel wrong and...

Future Tech and the Impact on Retail

by Shane O’Neill, Vice President In case you haven’t noticed, brick and mortar retail is, well, challenging right now. The list of stalwart retail stores closing their doors is growing, including Macy’s and JC Penney. Shopping malls are becoming so 2010 and people would rather Netflix and chill than head out and go shopping. Now, we can...

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Did You Know? – Content Marketing

by Shane O’Neill, Vice President Google changes or updates its algorithm hundreds or thousands of times per year. These are mostly small changes, sure, but it just illustrates the ever-evolving search landscape. Organic traffic via SEO is a huge opportunity for independent retailers. A larger algorithm change in March of 2019 revealed that content, content, content is...

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Upgrade Your Brand

by Shane O’Neill, Vice President Seasons change, people change…and so should your logo. Let’s be honest, there are a lot of bad logos out there. Some are so dated you’d think we’re still in the 70s, but why? With all the talk about marketing, your website, and social media, it seems that the last thing anyone ever...

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Top Dog, No More.

by Shane O'Neill, Vice President Oh, to be the top dog, king of the mountain, the unparalleled leader. You have arrived. Years of hard work and dedication have paid off. Yet, once you establish yourself as top dog, everyone can see you. They pay attention to you and what you do. More importantly, how you do it....

Content Curator

Do You Have a Content Curator?

by Shane O'Neill, Vice President Depending on your objectives, digital marketing now consumes between 40% to 60%+ of most retailers' marketing budgets. As digital continues to shift our marketing strategies, it also demands an increased level of personalization. If you do digital marketing, it’s fair to say you probably want or expect it to deliver results, and...

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Will You Slowly Fade Away?

[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...

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Digital Co-op Program for Crown Ring

A Co-Op Program That’s Royal Worthy! Unveiled at JCK, we put together a digital co-op program for Crown Ring encompassing Facebook, Paid Search, and YouTube advertising. This comprehensive digital co-op program is scalable, trackable, and highly cost-effective. The program is designed to provide brand building on the local level by driving direct traffic in support of...

No fat ads

Time to Put Your Advertising on a Diet

by Shane O’Neill, Vice President I hate fat ads. That’s right, I said it. Maybe it’s just me, but I hate them. You see them everywhere and they just take up space. Heck, I rarely even notice them… they all look the same. Could you fit any more junk into that space? I’m pretty sure your fonts...