JCK interviewed Ellen Fruchtman, president of Fruchtman Marketing, Toledo, Ohio, for some insight into advertising strategies.
Please explain your advertising strategy for jewelers.
Ellen Fruchtman: Our jeweler ads feature plenty of white space. Typically, we include a photo of only one product, and copy is kept to a minimum. One headline, one product, and the jeweler. This minimalist approach draws readers’ eyes to the ad just as they’d be drawn to a bull’s-eye. Jewelers should remember that their print ad sits in the middle of a page surrounded by newsprint and other advertisements. If ads don’t have a lot of white space and a central focal point, what will make readers zero in on them?
What’s the key to an ad that looks good and drives home a message?
EF: Clever and/or emotionally driven headlines that focus more on the event, such as anniversaries, holidays, graduations, and birthdays, than the product. We want jewelry to be seen as a way to enhance and celebrate events so readers have an emotional reason to want jewelry and to buy it from a jeweler who shares their sentiments. Price points may or may not be included. When they are, we typically state “starting at $XX” so readers know there is something in the store for every taste and budget.
How do you know your jewelry-ad tactics are effective for your clients?
EF: We can’t say if the layout and style of the print ads alone contribute to a jeweler’s success, but ads are designed to complement the emotional impact of our broadcast spots, all of which run year-round for maximum awareness. However, we do know they are popular with consumers because our jewelers often receive “fan mail.” Most recently, one customer wrote: “I just wanted to compliment you on having the chutzpa to do these ads. I think they’re cutting edge, very well done, and will definitely get you noticed.”