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TRACE SHELTON, editor-in-chief of INSTORE Magazine, and Jim Ackerman of Ascend Marketing got into the nuts and bolts of marketing automation, which is the process of automating a series of client interactions — from email to phone and text messages — through computer software. The automation is highly customizable and can be set up for various types of customers and at various stages in the buying process. Ackerman talked about how and why customers are buying the way they do in today’s marketplace, and why multiple contacts are so crucial to turning leads into buyers. The webinar also covers the various softwares available as well as appropriate content for customer contact.

Ackerman is a marketing coach, providing a variety of marketing services to jewelers as well as customizable turnkey marketing products through jewelersmarketinggems.com. Ackerman has spoken at most major industry events and has been published in the industry’s most prestigious trade journals, including INSTORE. He created the Principle-Centered Marketing Coaching Program, wherein he and his team of marketing coaches work one-on-one with jeweler clients to help them develop their marketing and advertising know-how and “do-how.”

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: Using Protection Plans for Loyalty and Profit

Learn everything you need to know about jewelry protection plans.

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LEARN EVERYTHING you need to know about jewelry protection plans — what they cover, what they cost, and how to build a profitable program that’s unique to your business!


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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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