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Columnists

Advertising: Brand vs. Direct Response

In this corner we have “Brand Advertising” - in the opposite corner stands “Direct Response Advertising” - Who wins the battle?

First, lets define our two combatants. Brand Advertising is that which builds name recognition for a brand, but makes no specific offer.  In the jewelry biz, we’re most familiar with this type of advertising in campaigns such as:  Hearts On Fire Diamonds, Pandora Jewelry, Rolex, etc.  This type of advertising is usually very “glitzy” with four color ads, the logo displayed prominently, a picture and nothing else.

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Requests for discounts

How should I handle a customer’s request for a discount? A great question, but in order to answer it properly it is important to know whether your company allows disco...

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How are you handling the gold price?

With gold having shot through the $1500 mark at the time of writing, jewelers are increasingly finding the cost of replacing sold product to be a changing game. This mont...

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The Story Behind the Stone: Radiating Sunstone

The Story Behind the Stone: Radiating Sunstone

Sunstone, the plagioclase feldspar mineral has attractive inclusions like hematite that lend a sparkly effect to the cut gemstones. These attractive hematite or even goet...

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Internet Marketing Strategies: Stay out of bad neighborhoods

When I was a child growing up my parents warned me to stay away from Bad Neighborhoods.

Today, nearly one half century later, I find myself giving that same advice to my c...

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Applied Marketing 101: Beads and the Product Life Cycle Curve

Applied Marketing 101: Beads and the Product Life Cycle Curve

Scarcely a day goes by without at least one retailer asking my opinion on if, and when, the bead frenzy will end. It’s an important question, given the extraordinary de...

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We all have a price... what’s yours?

The average customer considers the price of a product to be a key factor in their purchase decision. When you ask consumers about certain retail establishments, they may ...

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Is your location relevant?

By relevant I mean, is your location working for you today and for tomorrow? Is it bringing in traffic that is your desired customer base? Is traffic flow and parking e...

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The Retailer’s Perspective: What’s wrong with people?

Oh dear, where to start? Who gets the honor of being first today?

Picture the scene: It’s the first nice spring day of the year. We weren’t under any sort of weathe...

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