Advertising Tips and Tricks for the Jewelry Industry

1. Ellen Fruchtman
PowerPoint can be found at fruchtman.com/
Advertising Tips and Tricks

2. Media in 1981
Advertising Tips and Tricks

3. Media in 2016
Advertising Tips and Tricks

4. Media Versus Message
It’s not just about your spend.
Case in point:
Advertising Tips and Tricks

5. Political Advertising Breaks Every Rule
It is NOT truthful.
It spends an enormous amount of time talking
about the competition.
“In communication familiarity breeds apathy”
- William Bernbach
Advertising Tips and Tricks

6. 95% of all campaign spending will come
from Clinton campaign.*
Clinton Trump
$143 mil $6.8 mil
Outside groups:**
$244 mil $33 mil
Advertising Tips and Tricks
*Reported by ABC NEWS, 9/21/16
** Politico 9/21/16

7. Effective Advertising and Marketing
Needs to be believable to be persuasive.
It needs to connect with your audience.
Advertising Tips and Tricks

8. Advertising Tips and Tricks

9. It’s about positioning
Tip # 1
Develop your brand position.
Your USP
“In advertising not to be different is virtually suicidal”
- William Bernbach
Advertising Tips and Tricks

10. Advertising Tips and Tricks
*Reported by ABC NEWS, 9/21/16
** Politico 9/21/16
Hunts Ketchup
Heinz Overnight/Fast Delivery
FedEx Ground Delivery
UPS Tomato Sauce

11. Advertising Tips and Tricks
Hunts Ketchup
Heinz Overnight/Fast Delivery
FedEx Ground Delivery
UPS Tomato Sauce

12. Tip #2
Advertising Tips and Tricks
Conduct your own positioning exercise.
Brand ARO

13. Tip #2
Advertising Tips and Tricks
From this exercise your should:
Develop something authentic
Develop something unique
Develop something believable
Develop something memorable
Develop something that connects
“The greatest thing to be achieved in advertising, in my opinion is believability, and nothing more is believable than the
product itself”
-Leo Burnett

14. Tip #2
Great Positioning
Advertising Tips and Tricks
What is considered to be the #1 top advertising slogan?*
*AdAge.com, May 11, 2011

15. Tip #3
Advertising Tips and Tricks
Establish a budget.
Standard industry practice 5% - 8% gross sales
(Factor in your media market and competition)
No less than 25% devoted to digital!
“Stopping advertising to save money is like stopping your watch to save time”
- Henry Ford

16. Tip #4
Advertising Tips and Tricks
Guerilla Marketing
Spread the word without spending lots of cash.
T-shirt/Your local gym
Fortune Cookies/Favorite Chinese Restaurant
Jewelry Cleaner/Nail Salon
Posters/Colleges

17. Tip #5
Advertising Tips and Tricks
Be authentic. Be transparent.

18. Tip #5
Advertising Tips and Tricks
Be authentic. Be transparent.
“If you tell lies about a product you will be found out – either by the Government,
which will prosecute you, or by the consumer who will punish you by not buying
your product a second time”
- David Ogilvy
2013 Engagement Ring Study, The Knot
Groom
Stone Quality
Style Setting
Price/Value
Stone Shape
Stone Size
Metal
Retailer
Brand
1
2
3
4
5
6
7
8
Bride
Style/Setting
Stone Cut/Shape
Stone Quality
Price/Value
Metal
Stone Size
Retailer
Brand

19. Tip #6
Advertising Tips and Tricks
Embrace digital.
Nothing is more important than your website.
• Over 80% of shoppers conduct online research before a purchase.
• Consumers visited at least 3 online stores before making a purchase.
Provide a great shopping experience!
*Retailing Today, 2014

20. Tip #6
Advertising Tips and Tricks
Embrace digital.
Build your online reviews!
77% of people read online reviews before buying
88% of consumers trust online reviews as much as personal recommendations
Send personal emails with easy links!
*Business.com, 2015 and BrightLocal Survey, 2014

21. We asked this question:
Advertising Tips and Tricks
What is your biggest marketing challenge?
Your answers:
Millennial buyers
Facebook
Online representation
Effectiveness on the web
Social media – likes vs. conversion
Getting people in the door

22. Thank You for Attending!
“I honestly believe advertising is the most fun you can have with your clothes on”
- Jerry Della Famina
FREE One-on-one Consultations:
Visit us at booth: T7