Today everybody – including independent jewelers – wants a viral video (or e-mail or Web site). The problem is going viral is not an exact science. According to an Online Publishers Association poll of US online video viewers, less than 10% frequently recommend videos to their friends; 29% did so occasionally and a hope-smashing 62% said they rarely or never recommend videos.
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By: Tony Schmenk on November 10, 2009 :: Filed under
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When you flip through the pages of a retail or trade magazine and see a branded store ad or an ad for a beautiful line of jewelry, you expect a professional layout, stunning photography and a clear and concise message. Unfortunately, there are some truly scary ads roaming within the covers of publications.
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By: Fruchtman on October 27, 2009 :: Filed under
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So you’ve decided on a budget, whether to take advantage of designer co-op dollars and where to place your ads. As a jewelry retailer you’re all set, right? Not quite. When it comes to establishing your jewelry store as a brand, consistency in how you advertise as well as where you advertise can make the difference between a successful campaign and a lukewarm response.
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By: Tony Schmenk on October 20, 2009 :: Filed under
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Outdoor advertising (billboards) can be a powerful advertising tool. Picture a giant piece of jewelry and your logo hovering over the expressway or city skyline. However, next time you’re planning a billboard, think about its limitations when planning your message.
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By: Tony Schmenk on October 6, 2009 :: Filed under
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A corporate logo is the centerpiece of your company’s brand image. In fact, a great logo should be appealing and soundly designed; be functional and simple; and should be representative of your company. Last but not least, a great logo should be unique in your marketplace.
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By: Shane O'Neill on September 29, 2009 :: Filed under
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Jewelry, like many products, depends on an image to capture the interest — if not the heart — of a consumer. Knowing this, the image you use in advertising must be precise and convey the right emotion to the target audience. That’s a tall order.
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By: Tony Schmenk on September 22, 2009 :: Filed under
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Did you know the Russian word for “red” and “pretty” is the same word? Humans place a great deal of importance on color. It sounds simple but the way you use color — in your store, packaging, branding, ads — can greatly impact how customers relate or even feel about your store. Jewelry is sold through emotion — and color evokes emotion. Think of selling colored gemstones without showing the gemstones.
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By: Tony Schmenk on September 15, 2009 :: Filed under
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