Headlines

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

Published

8 years ago

September 12, 2016

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).

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”