Columnists George Prout

George Prout

Applied Marketing 101: Understanding the implications of the Signet acquisition of Zales

One of my favorite movies is 1984’s “The Terminator,” the tale of a cyborg assassin sent back in time to kill Sarah Connor, mother of the as yet unborn leader of the future human resistance, and Kyle Reese, sent back in time by her son to protect her. Attempting to describe to her the true nature of the killing machine that has been sent to terminate her, Kyle explains, “It can’t be bargained with. It can’t be reasoned with. It doesn’t feel pity, or remorse, or fear, and it absolutely will not stop…EVER…until you are dead!”  It’s a moving scene, as poor terrified Sarah is forced to come to grips with the extremely unfortunate reality that she has been targeted by the ultimate killing machine. But in recent viewings of the movie, I must confess that as I hear Sergeant Reese explain Sarah’s precarious scenario, I have increasingly come to hear his words as prophetic regarding the dynamic between Sterling and independent jewelers.

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Applied Marketing 101: It’s time to start actually selling on the Internet (Part 1)

I accept as axiomatic the premise that rapid change is typically easy to detect, whereas incremental change may be far more difficult to recognize. We can confirm the val...

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Applied Marketing 101: The incipient attack of the yellow, green and purple diamonds

There is a fundamental marketing concept called “Share of Voice,” which can be defined as follows: the ratio of the portion of advertising activities for one company ...

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Applied Marketing 101: Quod Erat Demonstandum

Among the many contributions of ancient Greek philosophers at the dawn of civilization, surely the field of “Logic” belongs near the top of the list. Logic wasn’t j...

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Applied Marketing 101: December 2013 forecast

As I write this, I have just finished a turn at the helm of my sister’s Hylas 46, an offshore sailing vessel she and my brother-in-law recently commissioned in order to...

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Applied Marketing 101: The extraordinary power of Gift-with-Purchase offers

As I write this, I’m flying east from LAX after an exceptionally successful Leading Jewelers Guild trade show, en route to the RJO Show in Cincinnati. We added over for...

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Applied Marketing 101: Diving for PURLs

As I write this, I am flying back to the East Coast after an exceptionally successful series of Shows in Las Vegas. In many respects, the mood at JCK was the best I’ve ...

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Applied Marketing 101: The next three stone

If you’re a regular reader of this column, or you’ve ever worked with me on advertising and merchandising plans for your company, then you know how much time and effo...

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Applied Marketing 101: Strategies for competing with the Majors for Bridal Sales (part 1)

Applied Marketing 101: Strategies for competing with the Majors for Bridal Sales (part 1)

Like it or not, you are in direct competition with the Major Chains and Department Stores for engagement ring sales. If growing the bridal component of your business is a...

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