Columnists George Prout

George Prout

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 forty Rhythm of Love (ROL) doors in just two days at Leading, as retailers who had become aware of the impending advertising onslaught of the new patented vibrating diamond mounting flocked to our booth, apparently selecting us because of the comprehensive marketing support platform that we have developed for ROL. What wonderful confirmation of the fact that once again, when all other factors are roughly equal, it’s the strength of the marketing tools that gets the sale. What fun!

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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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Applied Marketing 101: How to offer credit like the chain stores

Applied Marketing 101: How to offer credit like the chain stores

Gems One’s Gemstar kiosk credit program delivers strong results

Last May, I wrote about the impending launch of a multi-lender consumer financing program aimed at provid...

Applied Marketing 101 - The view from Vicenza

As I write this, I am returning to America from the Vicenzaoro Show on a Delta 767 bound for Kennedy airport. The Winter Vicenza Show is the annual starting point for sty...

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Applied Marketing 101: The disappearance of the big spenders

As I write this, it’s the evening of December 22, and I’m on a train from New York City bound for home, several hours away. I spend the first 22 or so days of Decembe...

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Applied Marketing 101: 2013: The incipient arrival of the digital natives

As the nineteenth century drew to a close, scientists could reflect with satisfaction that they had discovered pretty much all of the mysteries of the physical world: ele...

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Applied Marketing 101: Using value and price to drive traffic (Part 2)

Last month, we examined the current state of the art in retail pricing strategies from a conceptual standpoint. Now, let’s take a pragmatic look at the question of how ...

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Roseco 2015 Catalog now available

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