Check out this high-end jewelry store TV commercial I conceived, wrote and co-produced. One of the goals of this video was to remind people that a lot of the jewelry from Riddle’s Jewelry was made in America, that they were a family business, and that they actually care about their customers. That’s a lot to express in 30 seconds!
Build and reinforce the brand
It’s no secret, companies who have enough money to spend on advertising cannot afford to experiment with unclear, fuzzy, unfocused messaging. Advertising is an integral part of marketing and the messaging must be clear, reinforce to the public your company’s image, while achieving the goal of persuading viewers to remember and act based on the marketing message. In this case, this ad ran alongside other, more specific calls to action, but this was a brand reinforcement campaign that was meant to reinforce the Midwestern loyalty to American-owned companies while differentiating Riddle’s from the competition, especially those jewelers like Kay’s and Zale’s that don’t manufacture jewelry in the U.S. or are even owned outright by Americans.
I was also the managing director that lead the launch of their Magento E-commerce site, which this company is still using, its original theme, concept and layouts. This site was launched with a lot of technical help from another web developer, Kevin Kumpf, who I cannot praise enough as an excellent web ninja on so many levels! One reason I recommended to move to Magento, besides it was much more SEO friendly at the time, was my insistence in using a theme that would accommodate mobile devices seamlessly. At the time, according to Google Analytics, 38% of all visitors were on smart phones and the trend was steadily increasing. I suspect now it’s more than 60% and they sell almost as much on their site to smart phone users as desktops. Imagine where this jewelry retailer would be with web sales and steadily increasing competition had I not moved them to this platform back in 2012?
Perhaps your company or organization is looking for someone with over 22 years of marketing, media production, and business-building experience? I am currently available for freelance. Are you ready for a fresh perspective, someone who can challenge the status quo in a positive, team environment?
When it comes to finding a Marketing Director, who else can better understand your company’s data than the person who designed the system with future-proofing and your company’s profitability and scaleability always in mind?
Someone who has negotiated and placed over $100 million in digital and broadcast advertising with schedules based on the best data and accurate ROI calculations from data and systems, including custom ERPs that I designed and programmed in open source PHP?