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Toledo, OH—July is the time to get to work preparing for the fourth quarter, says Ellen Fruchtman, president of Fruchtman Marketing, based here. Even if your mind is on hotdogs, fireworks, and vacation, your office should be getting ready for holly and mistletoe. Here, from her Tuesday Tips & Tricks newsletter, is a capsule summary of what should be on a jeweler’s “to-do” list this month:

• Update your budget through December 31. Your budget should have been in place January 1, but July 1 is a good time to review where you stand, how closely you’re tracking goals, and reforecast for the remainder of the year.
• Review month-by-month sales figures for the past five years, make a conservative projection, and divvy up spending according to those figures.
• Determine the percentage of your marketing spend that will be allocated to media, both digital and traditional, events, and promotions.
• Clean your direct mail list and if you don’t have a good email list, start building one immediately. Capture data from customers in-store and also make sure every postcard you mail has and offer and data capture area.
• If your fourth-quarter plans include product promotions or trunk shows, research which products and book now. Remember bridal is a huge holiday category; contact diamond suppliers now to plan a diamond event.
• Plan a custom-jewelry event early in the fall so orders are ready for holiday delivery.
• Work with media representatives to plan the most effective schedule for advertising and review your digital efforts with a critical eye.

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