Since late March, we've been doing a lot of thinking, reading, writing, and speaking about the COVID-19 pandemic and its impact on retail in general and the jewelry industry in particular. We've also spoken to many industry experts and have watched many webinars on the subject, in an effort to...
[vc_row][vc_column][vc_column_text]Unfortunately, too many jewelry business owners have unrealistic expectations about what marketing can achieve, especially on a short timeline. They hope that the right marketing initiative will be able to solve long-standing problems by doing things like erasing years of poor customer service, adding sparkle to a lackluster product assortment,...
Do you sometimes feel completely overwhelmed by all your marketing initiatives? Do you feel pressure to "do" more marketing, just to keep up with your competitors and your head above water? If you answered "yes" to one or both of these questions, then you may be guilty of participating in...
American engineer W. Edwards Deming once said, “You can’t manage what you don’t measure.” If you’re not designating key performance indicators and analyzing your campaigns, then you’re basically wasting your marketing efforts and dollars. Marketing without measurement is like throwing darts at a dartboard while wearing a blindfold. A key performance...
