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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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Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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