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How do you develop a jewelry brand lifestyle?
What has changed in social media, and should you care?
Are there similarities between social media and traditional media you need to know about?
Our special guest is Shane O’Neil is the Vice President of Fruchtman Marketing.
Shane answers these and many more vital marketing questions in this episode of “Inside the Jewelry Trade” Radio Show.
He brings more than 26 years of creative and marketing experience to the show today.
His experience includes conceiving, directing, and producing effective digital marketing strategies including social marketing, SEO, SEM (paid search), and website interconnectivity.
Shane’s focus is on making connections.
He believes marketing channels like social media, paid search or the website itself must be part of a larger digital landscape that should work in unison with one another.
Clickable Show Notes
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Question #1 – So when we think of marketing firms, we usually think of firms based in New York City, LA, or one of the other major cities, but you’re based in Toledo, Ohio. Nothing wrong with Toledo, but just have to ask, How did you get into marketing, and why in Toledo? Timestamp: [4:30]
Question #2 – Shane, let’s get right into it. In your opinion, what’s changed in social media over the past few years and why should those of us in the jewelry trade care? Timestamp: [6:31]
Question #3 – There’s no shortage of social media platforms out there to spread your brand message. Is one better than another and should jewelers be on YouTube? Timestamp: [10:10]
Question #4 – As we look over the social media landscape for the U.S. jewelry trade, it seems as though most have a toe in the water but are unwilling to take the plunge completely. Maybe it’s out of fear of the unknown or some other reason, but we as an industry have to do a much better job of getting our message out to our potential clients in my opinion. Let’s look at the basics. Which channels should we be on and honestly, how should we actually start? Timestamp: [18:31]
Question #5 – Shane, most of the Trade grew up with traditional media. We were good at newspapers and magazines. Some were strong with radio and TV as well, but times have changed. How does social media compare to the historic traditional advertising platforms retailers are familiar with? Timestamp: [22:21]
Question #6 – I got a chance to sit in on some of your education sessions at the Atlanta Jewelry Show. I’ve heard you talk about a retailer’s “Brand Lifestyle”. Can you explain what that means? Timestamp: [28:01]
Question #7 – One question we always get asked is about measuring the effectiveness of marketing expenses. Basically, how do you know if it’s working and how do you go about determining the ROI? Timestamp: [34:49]
Question #8 – Fruchtman Marketing is a full-service marketing firm. Can you give us an overview of the services you provide for the jewelry industry? Timestamp: [43:01]
Question #9 – You’ve talked a lot about social media opportunities for the independent jeweler, so let’s switch it up a bit. Let’s get your view on the big picture, the U.S. jewelry trade as a whole. Given your experience, what marketing recommendations could you make for the jewelry industry as a whole to become more front and center in the luxury discussion today? Timestamp: [47:48]
Question #10 – We’ve covered a lot of ground today, but is there one question that I should have asked you, but didn’t? Timestamp: [54:38]
What You Should Know About Fruchtman Marketing
Fruchtman Marketing has worked with many of the finest retailers, manufacturers, designers, importers, vendors, and trade organizations in the jewelry industry. And year after year, their client roster continues to grow.
They offer a full spectrum of digital and traditional creative services — from web design to paid search and social marketing to more traditional avenues like direct mail, billboards, and broadcast.
Contact Information
Website: Fruchtman Marketing
Social Platforms:
Address / Phone:
6800 West Central Avenue
Building F
Toledo, Ohio 43617 (419) 539-2770
Our “Inside the Jewelry Trade” Radio Show Episodes
The host of “Inside the Jewelry Trade” Radio Show – Jewelry Business Strategist – President of Four Grainer LLC. Author of the business books “A Reason To Chant,” and “A Reason to Chant – Jewelry Trade Edition.” Rod lives in Atlanta with his wife and two almost-human cats.