Bonitamedia’s Weblog

Creating a lasting impression for small business


Being out on the road daily and speaking with the owners/operators of a plethera of businesses is both educating and interesting. I will be sharing some of my meetings – along with their secrets – here.

Florida Fitness Coaches

It’s always nice to hear about a success story – especially when it involves overcoming challenges. That’s exactly what we have in Florida Fitness Coaches. The story begins with a 7-month delay because of permitting problems in Collier County and a contractor that was unable to deliver anywhere close to expected deadlines. Opening was delayed over 7 months…

Husband and wife team Damon and Laurel Moschetto opened their doors in January 2008 with a very simple goal – be committed to the client. Sounds pretty straight-forward, right? Well, considering most gyms – whether local or national – operate under the same business model: Get people to sign up, collect a monthly payment, and let the client fend for themselves. About the only similarity between Damon and Laurel’s operation and a typical gym is the equipment…

FFC’s typical client is 30-60 years old and, in the words of Kevin Spacey from American Beauty, “…wants to look good naked!” Each has different goals, and Damon and Laurel coach the novice to the world-class triathlete, and everyone in between. Focusing on each client, with truly personalized service makes these two unique. When you visit FFC, you’ll notice right away the difference – there is no loud music playing, the gym isn’t crowded, and the FFC team is giving individual attention to each client. This enables each client to reach their own fitness goals in shorter time. Using specialized equipment from well-known fitness companies like Polar, Damon and Laurel are able to monitor results in real-time, making sure you are working to your fullest potential both physically and mentally.

Florida Fitness Coaches blog is run by Damon (National Academy of Sports Medicine Certified), and on it you can find many great tips on nutrition, exercise and more. If you have specific questions, Damon would be happy to answer them via the blog as well.

Damon and Laurel are originally from Maine and have been married 14 years. Damon was a competitive athlete all his life and Laurel, seeing Damon’s passion for fitness, decided to go along for the ride! If you are looking for a place to bench 400#’s, you are looking in the wrong place. However, if you are serious about your fitness goals and want (or need) a true coach to help you reach your goals, then Florida Fitness Coaches is the place for you. Give them a try – you’ll be glad you did!

Southwest Florida’s Diamond District

If you have ever spent any time in Lee or Collier Counties in SWFL, you have undoubtedly seen signs with the tag lines “Internet Prices” and ”Diamonds at New York Wholesale Prices” with two gentleman standing along side, leaning on or even carrying a large diamond. Todd Schusterman and Jason Sherman are virtually household names. They have become two of the most recognizable faces in SWFL business today because they understand the value of branding and name recognition. About a month ago I had the opportunity to sit down with Todd and Jason to learn a little more about their business and what got them started…

Although the Diamond District opened in Bonita Springs in 2003, it is obvious that diamonds are in the blood of Todd and Jason. Back in 1919, Todd’s grandfather opened a diamond store in Zainesville, OH. It was at this store that Todd got his start in the jewelery business, making decorative bows at a young age. Jason also got his start in his family’s business in his teens. The two met in 1989 in Heath, OH and have been great friends ever since.

Sunshine brought the two to Bonita Springs (as if we couldn’t have figured that one out;) ). Todd had already been visiting the area and felt this would be a great place to open a diamond broker business. The area was growing, the average age was falling, and there was little competition. Todd and Jason opened their store in a small strip plaza hidden off an access road on Route 41 in Bonita Springs. The location wasn’t the greatest, the signage wasn’t the best, but they figured out how to promote the little store in Bonita so well, that 5 years later they are building a beautiful new store in front of Coconut Point Mall (opening within the next 3 months).

Now I am certainly not an expert in jewelery or diamonds (being colorblind certainly doesn’t help), and having heard the terms diamond broker, wholesale, retail, discount jewelers, etc… I wanted to know what (if any) the difference was – and more importantly, are the terms just marketing ploys? Much to my surprise, there is a difference between each of them. A retail store will have a small selection of many types of jewelry, ranging from watches to chains, earrings, bracelets and so on – all adorned with different types of stones. A broker is fixated on one particular item, and will have a huge selection of just that item. In the case of the Diamond District, you may go in and find a selection of 20-30 diamonds in your cut and color, where most other stores may only carry 3-5. All of the diamonds are loose and certified – waiting for you to pick the perfect setting.

Their Marketing Strategy

Todd and Jason have established themselves as a power-house in the diamond business in our area. It certainly wasn’t an accident. There are two major aspects to their strategy: Acquisition and Retention.

Acquisition of new clients is a major problem in today’s business environment. Todd and Jason created an image when they first opened and stuck with it. They made it a point to have their “brand” visible by as many people on a daily basis as possible. Their out-of-home marketing campaign is aggressive, well thought out, and very effective. How effective? Their estimate is 60% of their clientelle mentions their outdoor campaign (mobile billboards and static billboards). This out-of-home campaign is backed by radio and print advertising designed to remind customers who they are, what they do, and why shop with them.

Retention is another issue facing many businesses today. As I am out and about, I am amazed at the fact that many businesses don’t know what the value of their clients is. Once you get that new client to trust you, getting them to continue to shop with you and to refer their friends and family should be your number one focus. At the Diamond District, this skill has been mastered! Not only is their staff knowledgeable, they genuinely care about your needs and concerns. The experience is exceptional, and their followup is very tasteful. I first became a client of theirs about 3 years ago and each experience has been great.

If you are a business owner, you can learn alot from how they market their product. If you are a consumer, you owe it to yourself to visit the Diamond District – it truly is “Worth the Drive to the District!”


1 Comment »

  1. Great post! i will definitely visit again.

    Comment by broonyPiort | May 20, 2009

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: