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Trace Shelton, editor-in-chief of INSTORE Magazine, and Shane O’Neill of INSTORE Marketing Services and Fruchtman Marketing got together to talk digital marketing. They covered everything from how digital media relates to traditional media, paid search vs. organic search and budgeting. They addressed viewer questions ranging from social media messaging to how often to post (and on which media), website construction, advertising on Yelp, Amazon and eBay, and much more.

O’Neill is vice-president of Fruchtman Marketing, an advertising, public relations, media planning, direct marketing and social media agency that specializes in the jewelry industry. Most recently, Fruchtman Marketing has teamed with INSTORE to bring jewelry retailers INSTORE Marketing Services, which combines the in-house capabilities, expertise and connections at INSTORE with the singular experience and know-how of Fruchtman to offer project-based and a la carte marketing services.


Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at trace@smartworkmedia.com.

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Webinar: The New Way to Capture the Female Self-Purchase Market

U.S. women buy 33% of diamond jewelry as gifts for themselves. Here’s how to get more of that market.

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RESEARCH SHOWS 33% of diamond jewelry in the US was bought by women as gifts to themselves. Join Grant Mobley from the Diamond Producers Association, Kate Peterson from Performance Concepts and INSTORE Editor-in-Chief Trace Shelton for an engaging discussion on how to sell diamonds to this empowered demographic.


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Webinar: Social Media Dos And Don’ts: From Content To Buying

INSTORE Marketing’s Shane O’Neill breaks down how to get the most from your social media.

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BY POPULAR DEMAND, Shane O’Neill of INSTORE Marketing returns alongside INSTORE editor-in-chief Trace Shelton to talk social media, including how to craft engaging copy, which type of content triggers action, how to target the best audience for your message and what you should be spending. Social media has evolved quickly since its inception, and using the various media as advertising vehicles can be a complex proposition. O’Neill makes the case that with not a lot of effort, stores can provide engaging, personal content that clients will value, especially in the realm of video.

Over the course of the webinar, O’Neill and Shelton discuss Facebook, YouTube and Instagram (the three most recommended forms of social media for retail jewelers) and how each is best utilized. They talk about how retail jewelers should have a “social content curator” on staff to make sure that good content is generated on a regular basis — and how that curator can work with an agency to ensure that the content is placed and edited correctly. The discussion wraps up with a Q&A with viewers that addresses topics like the value of scheduled posts, how to promote a new YouTube channel, an overview of Facebook advertising, how important are “conversions,” examples of strong “content curators” and more.

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