Continue reading "Pop-Up Jewelry Stores: The Wave of the Future?" »
Continue reading "Pop-Up Jewelry Stores: The Wave of the Future?" »
Posted on August 11, 2010 at 09:30 AM in Branding, Customer Service, Differentiate, Display, Events, Improve Sales, JIC, Marketing, Merchandising, Promotions | Permalink | Comments (0) | TrackBack (0)
In Part One of “Ingredients for Internet Marketing for Jewelers,” Internet Marketing Consultant Vedran Tomic explained the importance of web design, social media and local search to your Internet marketing campaign. Now, he explains how organic and paid search helps build your web traffic and increase your customer base.
To have a decent return of investment (ROI) on your Internet marketing efforts, you will need to get traffic to your website. More specifically, you will need targeted, qualified traffic. In the case of local brick-and-mortar jewelers, this means web traffic from people in your area interested in jewelry.
Web traffic can be acquired in many ways. In this guide, I will concentrate on traffic from search, because search is arguably the most important channel of traffic acquisition. There are two types of search traffic: organic search traffic and paid search traffic. No search marketing strategy is complete without both of these models at work. However, it’s important to understand each method’s advantages.
Continue reading "Ingredients for Internet Marketing, Part 2: Understanding Traffic" »
Posted on July 19, 2010 at 11:38 AM in Branding, Improve Sales, Marketing, Working with the Web | Permalink | Comments (0) | TrackBack (0)
By: Vedran Tomic is an Internet marketing consultant who specializes in local search and is a contributor to SmallBizTrends.com, a small business news site
Why Internet Marketing?
Growing a small business without a clearly defined Internet marketing strategy today would be more than just difficult. Consumers have never had as many choices and as little time as they have today. The Internet has not only given consumers more options – but also more power to influence your business’ reputation and success. People can grow your business beyond your imagination just by sharing their experiences with their friends and family in person and online. They can also cut your business in half by posting negative reviews on the web.
Traditional advertising methods through TV, radio and print ads offer lower and lower ROI, as consumers are choosing the Internet to explore, decide and shop. This is true for retail jewelry, as well as all small businesses. But this is not the end of marketing; it is the beginning.
Using the Internet to put your business directly in front of a costumer who is searching for your services or products, at the moment she's searching, is one of the best ways to market your business. This is the reason every small business owner should revisit their marketing budget and consider allocating more resources and effort into Internet marketing.Continue reading "Ingredients of Internet Marketing Success for Jewelers, A 2-Part Series" »
Posted on July 16, 2010 at 11:33 AM in Branding, Differentiate, Improve Sales, Marketing, Working with the Web | Permalink | Comments (0) | TrackBack (0)
Posted on July 02, 2010 at 09:34 AM in Branding, Bridal, Customer Service, Differentiate, Improve Sales, Live from Las Vegas, Marketing, Merchandising, Promotions, Sales Skills | Permalink | Comments (0) | TrackBack (0)
Attitudes, including those of consumers, have definitely improved since the start of 2010. But while things appear to be improving, but there are also indicators (like the jobs and housing markets) that we’re not quite out of the woods yet. That’s why it’s important to check the temperature of your business, especially as you look ahead to the second half of the year and the critical holiday season.
Some things to keep in mind as you look at your business today:
Posted on June 30, 2010 at 09:30 AM in Financial Management, How to Be High-Profit, Inventory Management, Marketing, Merchandising, Responsible Business Practices | Permalink | Comments (0) | TrackBack (0)
A new survey by the Oriella PR Network, a group of 15 PR agencies worldwide, found that 75% of journalists said an e-mailed press release from a PR pro is useful if the content is “high quality and well targeted.” “These findings prove that ‘old fashioned’ public relations tactics are still important and can generate important awareness for your company,” says Amanda Gizzi, Director of Consumer Communications for Jewelers of America.
There are a few simple things to remember when writing and submitting a press release. Gizzi shares the following tips:
Posted on June 28, 2010 at 09:25 AM in Branding, Differentiate, JIC, Marketing, Promotions, Reputation | Permalink | Comments (0) | TrackBack (0)
Continue reading "Successfully Communicate Responsible Business Practices" »
Posted on June 07, 2010 at 01:41 PM in Management, Marketing, Reputation, Responsible Business Practices, Working with the Web | Permalink | Comments (0) | TrackBack (0)
At the recent JCK Show in Las Vegas, Jewelers of America’s in-house fashion and jewelry trends expert Helena Krodel picked up great ideas from “Selling Through Fashion,” an enlightening and entertaining panel discussion. Krodel was thrilled to learn a few tricks and hear creative advice
aimed at retailers who are looking to market and merchandise
year-round. Retailers got tips on how to position themselves as
fashion experts in the minds of consumers through trend-driven in-store
merchandising, special events, online media and social marketing.
The panel was comprised of four industry experts: Elizabeth Anne Bonanno, EAB Consulting; Randi Molofsky, Portero.com and author of A Girl’s Guide to Buying Diamonds; Frank Proctor, Luxury Brand Group; and Michael Schechter, Honora. The discussion was led by moderator Victoria Gomelsky, who is a frequent contributor to the New York Times and other publications.
Krodel shares some of the best advice from the panelists:Continue reading "“Strike a Pose” With Fashion-Forward Marketing" »
Posted on June 02, 2010 at 02:10 PM in Branding, Differentiate, Display, JIC, Live from Las Vegas, Marketing, Merchandising, Promotions, Working with the Web | Permalink | Comments (0) | TrackBack (0)
Whether you’ve embraced the web or not, your business can still feel the impact of a negative customer review on websites such as Yelp.com. According to BIGresearch, a consumer market intelligence firm, 92.5% of adults say they regularly or occasionally research products online before buying them in a store.
For this reason, it is imperative that you control your reputation on the wild wild web. In “How to Take Control of Your Online Reputation,” Mikal Belicove offers tips from Neal Creighton, co-founder and CEO of RatePoint, which provides online review services to businesses. Creighton shares ideas on how to address unhappy customer feedback before it negatively affects your brand online.
Use Creighton's tips to make sure your reputation thrives online -- and on Main street:
Posted on May 26, 2010 at 09:00 AM in Branding, Customer Service, Management, Marketing, Reputation, Sales Skills, Working with the Web | Permalink | Comments (0) | TrackBack (0)
Attendees of the session will take away great marketing tips including:
Continue reading "Live From Las Vegas: Retail Masters of Promotion" »
Posted on May 21, 2010 at 01:05 PM in Branding, Differentiate, Improve Sales, Live from Las Vegas, Marketing, Promotions | Permalink | Comments (0) | TrackBack (0)
When reviewing how to save money in your retail business, it’s important to carefully consider how each cost-cutting decision you make will impact your business. David Peters, Jewelers of America’s resident education and management expert, shares his insight on how to analyze cost-cutting decisions.
Use his tips to review your cost-cutting options to see how they will affect key areas of your business:
Posted on May 14, 2010 at 10:56 AM in Branding, Cost of Doing Business, David Peters, Financial Management, How to Be High-Profit, Management, Marketing, Responsible Business Practices | Permalink | Comments (0) | TrackBack (0)
Taylor is the co-founder of Fast Company, one of the most irreverent and iconic business magazines in history. Never one to be satisfied with “playing it safe,” he feels hard times separate leaders from the pack -- if you can summon the leadership skills to take risks.
Taylor was clever, and posed some thought-provoking questions to the audience. Here are just a few of the business savvy ideas he shared:
Continue reading "Revolutionize Your Business Through Change!" »
Posted on May 07, 2010 at 11:07 AM in Branding, Differentiate, Management, Marketing, Reputation | Permalink | Comments (0) | TrackBack (0)
Continue reading "Summer Event Idea: Lights, Camera, Jewelry!" »
Posted on May 03, 2010 at 12:49 PM in Branding, Differentiate, Display, Events, Marketing, Promotions | Permalink | Comments (0) | TrackBack (0)
Continue reading "Capitalize on the Power of Online Pre-Selling, Part One" »
Posted on April 26, 2010 at 09:00 AM in Branding, Differentiate, Improve Sales, Marketing, Sales Skills, Working with the Web | Permalink | Comments (0) | TrackBack (0)
This is the one-billion-dollar question that jewelry designers should be asking themselves. By definition cohesiveness means well-integrated or unified.
To make sure your collections thrive each season, Helena Krodel, Jewelers of America Director of Media and Special Events (and Jewelry Information Center spokeswoman), says you need to take a close look at your designs and ask the following questions:Posted on April 23, 2010 at 09:31 AM in Branding, Differentiate, Display, JIC, Marketing, Merchandising, Visual Design | Permalink | Comments (0) | TrackBack (0)
Jewelry Information Center’s recent Ultimate Proposal Contest received an outpouring of jewelry proposal stories at JIC.org. They show what a special, memorable – and universal – moment the wedding proposal is to a man and woman.
Jewelers of America member Cindy Lis, owner of Wm H Diller Jewelers, in West Reading, PA, understands the importance of capturing the engagement moment with her customers. The independent specialty jeweler is the oldest jewelry store in its county. Since 1914, it’s thrived by building personal, and lifelong, relationships with its customers.
Lis shares how Wm H Diller Jewelers not only becomes the setting for the engagement ring sale – but the engagement event as well:Posted on April 21, 2010 at 10:11 AM in Branding, Bridal, Customer Service, Differentiate, Events, Marketing, Promotions, Reputation | Permalink | Comments (0) | TrackBack (0)
Lauren Thompson, Communications Manager for Jewelers of America, shares how shoe brand Geox is getting it right when it comes to email marketing:
For Christmas, I bought a pair of Geox shoes as a gift. While I went to the retail location, during the rush of the holiday season, I found it easier to buy the shoes online – which featured the same services and discounts that I would have received in store. Ever since I made the purchase, Geox has sent follow-up emails. As JA’s communications manager, I have been impressed with the brand’s soft sales approach and customer service in their direct email marketing. These emails remind me that for future shoes/gift purchases, Geox needs to be on my list of retailers to visit.
Continue reading "Be a Jewelry Resource with Email Marketing" »
Posted on April 19, 2010 at 09:59 AM in Branding, Customer Service, Differentiate, Improve Sales, Marketing, Promotions, Working with the Web | Permalink | Comments (0) | TrackBack (0)
As the weather warms up and the clothing gets paired down, there is more body real estate on which to park jewelry! Helena Krodel, Jewelers of America's Director of Media and Special Events, offers a sneak peek at the hottest jewelry styles and colors for the sizzling summer season.
Posted on April 14, 2010 at 09:00 AM in Differentiate, Display, Improve Sales, Marketing, Merchandising, Promotions, Visual Design | Permalink | Comments (0) | TrackBack (0)
In Part 1 of our "Build Your Brand" tip, Jewelers of America Director of Marketing and Communications Molly Fallon explained the core elements to conceiving your brand. Once you've determined your audience, your mission and your brand's personality -- it's time to consistently incorporate the brand into your marketing, store experience and staff training.
Use Fallon's tips to maintain consistency execute an effective brand presence that builds customer loyalty:
Continue reading "Build Your Brand, Part 2: Brand Promotion" »
Posted on April 12, 2010 at 09:00 AM in Branding, Customer Service, Differentiate, Management, Marketing, Promotions, Reputation | Permalink | Comments (1) | TrackBack (0)
Continue reading "Build Your Brand, Part 1: Lay the Foundation" »
Posted on April 09, 2010 at 11:36 AM in Branding, Differentiate, Marketing, Reputation | Permalink | Comments (0) | TrackBack (0)
Pam Danziger, president of Unity Marketing, offers the following takeaways from the report:
Posted on April 07, 2010 at 11:30 AM in Branding, Differentiate, Display, Events, Marketing, Promotions | Permalink | Comments (0) | TrackBack (0)
Continue reading "Cut Marketing, Advertising and Promotions Costs Creatively" »
Posted on April 05, 2010 at 09:26 AM in Branding, David Peters, Financial Management, Marketing, Promotions, Working with the Web | Permalink | Comments (0) | TrackBack (0)
Continue reading "Don’t Forget Outstanding Online Service" »
Posted on March 26, 2010 at 01:08 PM in Branding, Customer Service, Improve Sales, Marketing, Working with the Web | Permalink | Comments (0) | TrackBack (0)
Chasin says there is a useful takeaway for jewelers: the fact that consumers are now used to getting information for free, and they have come to accept it as the norm. He suggests using that development to your advantage in your marketing, and offers the following ideas to capitalize on content:
Posted on March 24, 2010 at 12:18 PM in Branding, Differentiate, Improve Sales, Marketing, Reputation, Working with the Web | Permalink | Comments (0) | TrackBack (0)
To most Americans, buying an engagement ring is a daunting experience. That’s why retailers that get it right are not only part of the most exciting time in couple’s lives, they develop lifelong customers in return. Over 630 consumers have entered their “Ultimate Proposal Story” in Jewelry Information Center’s Ultimate Proposal Contest. JA Director of Consumer Communications (and JIC spokeswoman) Amanda Gizzi has found inspiring marketing ideas for jewelry retailers from the story entries. She shares her favorites here.
Use these ideas to connect with your engagement customers and help them create the perfect engagement story:
Continue reading "Be Part of the “Perfect Engagement” Story" »
Posted on March 22, 2010 at 09:59 AM in Branding, Bridal, Customer Service, Differentiate, Display, Improve Sales, JIC, Marketing, Promotions | Permalink | Comments (0) | TrackBack (0)
Technorati Tags: jewelry retail, retail, retail jewelry, retail management, retail marketing
Posted on March 19, 2010 at 09:22 AM in Branding, Customer Service, Differentiate, Events, Improve Sales, Marketing, Promotions | Permalink | Comments (0) | TrackBack (0)
Jewelers of America recently took a call from a consumer who had diligently held on to the lifetime warranty on her 16-year-old diamond engagement ring. Unfortunately, in these tough times, the jewelry business that issued the warranty had gone bankrupt. With no one available to honor her warranty going forward, this customer -- like many others -- needs to find a new jeweler who she can trust with her jewelry service needs. This story is not uncommon these days. And there are ways that you, a reputable jeweler, can help -- and attract new customers in the process.
David Peters, Jewelers of America’s resident education and management expert, offers the advice to help you help consumers who have jewelry warranties that no longer apply:
Continue reading "Provide Service to Customers of Closed Jewelry Stores " »
Posted on March 05, 2010 at 08:10 AM in Branding, Customer Service, David Peters, Differentiate, Improve Sales, Marketing, Reputation | Permalink | Comments (0) | TrackBack (0)
Perhaps you’ve heard about a new report that says people's trust in each other's online recommendations about companies has dropped 45%. Does that mean you should forget about doing any social media outreach? Definitely not, says Larry Chasin, President & CEO of Ideal Diamond Solutions, the jewelry industry’s online technology platform provider.
Social marketing -- whether through blogs, Twitter, Facebook comments or any combination of them -- remains an important tool in your marketing arsenal. Chasin points out that these platforms are useful in building and sustaining relationships. And relationships, he adds, remain one of the central planks on which the retail jewelry industry is built.
The new report, entitled "The Edelman Trust Barometer" produced by Edelman, a leading global PR firm, shows that the number of people who view their friends as credible sources of information about a company dropped by almost half, from 45% to 25%, since 2008. However, the report also indicated that trust has diminished across almost all sectors, including government, business and banking. This affects how the report should be interpreted, Chasin says, since people are generally less trustful these days.Posted on March 01, 2010 at 12:45 PM in Branding, Differentiate, Improve Sales, Marketing, Promotions, Working with the Web | Permalink | Comments (0) | TrackBack (0)
Technorati Tags: luxury marketing, online marketing, retail business tips, retail jewelry business, retail marketing, social media tips
Her top retail jewelry resolutions for the year are:
Posted on February 24, 2010 at 03:03 PM in Branding, Differentiate, Management, Marketing, Reputation | Permalink | Comments (0) | TrackBack (0)
Technorati Tags: brand management, business management, retail business tips, retail management
Everyday monotonous tasks can be turned into a perfect public relations opportunity for your business. Learn to think like a well-oiled PR machine by making everything you do synonymous with your brand.
The JICchicks, the spokeswomen of Jewelry Information Center -- Jewelers of America’s consumer education arm, perform public relations on a daily basis and offer some great examples:
Continue reading "Make Public Relations Gems From Daily Routine" »
Posted on February 15, 2010 at 03:41 PM in Branding, Differentiate, JIC, Marketing, Promotions, Working with the Web | Permalink | Comments (0) | TrackBack (0)
Technorati Tags: jewelry events, marketing, public relations, retail management, retail tips