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Cringe-Worthy Video Shows Exactly How NOT to Promote Your Business

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It’s shockingly bad, and the owner has closed his doors for now.

As a jeweler, you’re always looking for new ways to reach customers in your market. Well, a social media spot by a Texas mattress store (video below) is a shining example of what a retail business, or any business, should not do. The video by Miracle Mattress in San Antonio makes light of the Sept. 11 attacks by touting a “Twin Tower Sale.” It features two guys joyfully knocking over stacks of mattresses and concludes with a woman stating: “We’ll never forget.” Predictably, the commercial generated an uproar on Facebook. Owner Mike Bonanno posted an apology, saying the video was posted without his approval and was “tasteless and an affront to the men and women who lost their lives on 9/11.” But the fallout didn’t end there. On Sept. 9, Bonanno posted that the store would be “closed indefinitely” and that his company would “be silent through the 9/11 Anniversary to avoid any further distractions from a day of recognition and remembrance for the victims and their families.” He also outlined other steps his company would be taking (see post below).

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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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