That age old saying has gotten me through quite a few rough patches over the years. However, you can only FAKE something so long, before you either become a permanent  “Poser” or a “Player”. I personally wanted to stay in the game so I quickly became a  self-imposed Player.

My name is Jennifer Stacey and I’m the Director of Sales and Marketing at Peter Stone Company USA, Inc. Peter Stone is a Worldwide Sterling Silver and Gold Jewelry designer, manufacturer and wholesale distributor. With five extremely successful and very unique brands, I had to learn a LOT about several different industries and had to instantly become an expert in all. So I was a poser. However, Kindle is my best friend. So I signed out and purchased as many Ebooks as I could to learn a little about each brand’s background, market audience and their nitch supply and demand and allowed the customers and the product to edge me forward to becoming an actual player.

When you deal with so many different nitch markets and when you create a product ( products ) that are so VERY nitch within each of those markets you must become intimate with the audiences culture, habits, beliefs, and desires. What better way than to simply ask them. I went on a quest. Emails, phone calls, online surveys. I needed to hear from THEM what they wanted from us. Guess what I found out? People like to talk about themselves. They love it in fact. They told me MORE information than what I was asking. This allowed me to create a very detailed intricate marketing plan targeting each nitch market buyers habits and appease them in a way that now, as a player and no longer a poser, I’m very successful. To the point that I created this blog JUST FOR THEM. For the small to medium business owners, that helped me in the beginning. To the store owners and online entrepreneurs who have taken our quality product and thrown caution to the wind on an impulse item ( Jewelry is the #2 impulse purchase worldwide) and I want to help them grow their business.

So this is for YOU. I’m going to offer my opinion as well as articles, white papers, links, guest writers, podcasts, videos, stats, and HELP. REAL HELP. As everyone was so eager to help me in the beginning, I want to give back. I want to help YOU grow your small business or your online store, increase profits, raise your repeat customers and of course, MAKE MORE MONEY! So, let’s get started!





Back in the proverbial “Old Days” when we were still in Kansas,  marketing was simple. You sent out a letter via the postal service. Made some cold calls. Your marketing efforts were limited but successful. There were trade publications, direct mail, newspaper, radio, telephone, and television. In fact, at one point, do you remember FAX BLASTS being the new and exciting trend? Yes, I just gave MY age away. Well folks, we aren’t in Kansas anymore. Our trusted friend and follower Toto is now a Digital “Siri” who more than likely knows more about us than our spouses. The witch who died when Dorothy’s house landed on her, is OLD SCHOOL MARKETING. Glenna, the Good Witch, is E-Commerce and the Wizard of Oz behind the golden curtain (with all of the bells and whistles galore) is none other then OmniChannel Marketing.

Our customers don’t JUST visit your brick and mortar anymore. They don’t just sit in front of a desktop computer in the evening while connected to dial up. Now they can stand in line at your store, scan a product on their smart or iPhone and instantly are told where they can find it cheaper and how long it will take to get. Trade Publications are predominantly online. Thousands of Mail Room sorters have been laid off from the Corporate world, as everything is digital and online. Rather we like it or not, we live in a tech advanced era. If you want to survive, You MUST step up and take notice to your customers and THEIR research and buying habits. React and advertise accordingly. No longer is multi-channel marketing even a buzz. Omnichannel marketing is the here and now. Grab ALL of your friends from Oz because they will ALL be needed to successfully create an Omnichannel Marketing plan which can take you to the top.

You will desperately need the Lion’s courage when stepping into the technology of today. Toto ( or now called Siri) will guide you the best they can, however, make sure those hundreds of singing munchkins ( social networking sites) are trailing directly behind you because that is where it all begins. 81% of adult Americans have at least ONE social networking profile page that they visit daily. So if you know your customers are

81% of adult Americans have at least ONE social networking profile page that they visit daily. So if you know your customers are online, you must be too. Keep in mind that the Wicked Witch of The West ( your competition) has the same customer base, and they are in the same social networking rooms doing the same research looking for a better deal. DONT get into a price war. Instead, use Scarecrow. He has a heart. So do your customers. If you go the EXTRA mile for them and create a professional marketing campaign and ensure you are giving them a positive buying experience, they will be loyal customers, they will be repeat customers. So, social networking sites…CHECK. Brick and Mortar with an App and an email list…CHECK. Online store using Shopify or similar company…CHECK. Website that is simplistic and offers easy to find product and ordering process…CHECK. Phone calls…CHECK. Store App offering promos and digital coupons…CHECK. Once you have completed your checklist. Remember Content is Cash. Cash is King. You may not be in Kansas anymore, but you will be successful in Oz if you create a consistent and smart Omnichannel marketing plan.