‘Unity’-Themed Commercial Designed for Jewelers to Air During COVID-19 Crisis

Fruchtman Marketing says the video will help clients to be ‘better positioned to get back on track.’

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Published

5 years ago

March 24, 2020

INSTORE Staff

Fruchtman Marketing has produced a “video of unity” for its clients to use during the coronavirus pandemic.

“We are suggesting our clients pivot their messaging for at least the next 7-10 days and push messages of unity USING their budgeted media spends,” said Shane O’Neill, vice president of Fruchtman. “While others go dark, in terms of their marketing, we suggest our clients forge ahead, because when this ends, and it will, they will be better positioned to get back on track.”

The video was produced free of charge. Below is an example that was done for Lewis Jewelers in Ann Arbor, MI.

Don’t miss our Thursday webinar “Managing through the Crisis: The Digital Marketing Response” with O’Neill and INSTORE Editor-in-Chief Trace Shelton. Learn how to connect with your customers, share knowledge and build your brand during the crisis. Register here.

INSTORE Staff

Since launching in 2002, INSTORE has won 89 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”