Columnists George Prout

George Prout

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 seen for at least six years, as retailers jammed what is increasingly becoming a Gems One booth that, with only five work stations, needs to become significantly larger (and since we just can’t seem to get more booth space, I think we may have to look into building a second story for our booth next year). What fun it is to be on a roll!

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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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Applied Marketing 101: Using value and price to drive traffic (Part 1)

Anyone engaged in retail understands that in today’s environment, it’s hard to drive traffic without providing your target audience with a sense that you’re offerin...

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