At this year’s Fashion Jewelry & Accessories Trade Association (FJATA) conference, held at Foxwoods Resort and Casino in Ledyard, Connecticut, TribalVision CEO Chris Ciunci served as the marketing keynote speaker to 100+ jewelry distributors in attendance. The audience ranged from multi-generational family run jewelry manufacturers to industry giants such as Kate Spade, Tiffany’s and Swarovski.
In his one-hour presentation, Chris addressed the difficult business environment jewelry distributors face today. Globalization, industry consolidation, hyper-competition and diminishing salesforce results have created an environment where effective, innovative marketing is more important than ever before. As Ciunci discussed during his presentation, “Gone are the days of relying on a local sales force equipped with a rolodex of relationships built over the years. The online giants are using cutting edge digital marketing tactics that many jewelry manufacturers are either unaware of or reluctant to embrace. In order to compete and win, businesses must build a formidable online presence or face extinction at the hands of global competitors.”
Ciunci stressed that an effective digital marketing strategy can be accomplished through smart management of free online tools and cost effective online marketing channels. “Only a decade ago these options were either non-existent or only available to the largest of jewelers, but all that has changed,” he explained. The online playing field has been leveled, and those companies willing to embrace change and make smart investments in digital marketing will come out on top. Ciunci finished the presentation with a walkthrough of the myriad of tools and online marketing channels that jewelers can start implementing right away – ranging from drip email marketing campaigns to Google paid search accounts to tools that will optimize their website’s online presence.
Brent Cleaveland, FJATA’s Executive Director, welcomed Chris’ message and the practical nature of the marketing advice. Brent stated, “The majority of our association members needed to hear what Chris had to say. Chris certainly understands what our industry is facing and did an excellent job in providing a clear digital marketing roadmap our members can follow when they get to their desks tomorrow. Chris brought forth practical marketing tips that were not over the heads of my members and can be implemented right away.”
TribalVision is a Rhode Island and Boston marketing firm whose mission is to help organizations market smarter. As a marketing department for hire, TribalVision is a flexible, cost-effective alternative to the traditional marketing solutions available to the Rhode Island business community. TribalVision’s expertise includes marketing strategy development, channel-mix optimization, marketing tactics implementation, sales force optimization, and the building of highly differentiated brands. Our interests-aligned, objective business model enables us to integrate seamlessly with client teams to ensure that each marketing dollar spent works harder and goes farther. See more at www.tribalvision.com
The Fashion Jewelry and Accessories Trade Association (FJATA) represents the interests of manufacturers, suppliers and retailers of jewelry and accessories. For more than 225 member companies, FJATA serves as the key voice to regulatory agencies that need specific industry information. Its members comprise a highly dynamic and competitive segment of the fashion industry, providing jewelry and accessories to adults and children worldwide. In recent years, we have witnessed a flood of sometimes conflicting, often duplicative regulations at the state, federal, and international levels. FJATA was conceived as a not-for-profit organization with a clear mission: to reduce the confusion by bringing science to bear on regulatory issues. See more at www.fjata.org