Editor’s Note: Trace Shelton Says Give Social A Chance

Published

10 years ago

August 19, 2014

Trace Shelton

EDITOR’S NOTE

A new perspective on social media could yield holiday magic.

BY TRACE SHELTON
Published in the September 2014 issue

It’s a touchy subject — one you may have described with phrases like “necessary evil” … “pain in the neck” … “can’t live with, can’t live without.” No, I’m not talking about Congress, or even your ex; I’m talking about social media. But before you walk away from these confounding communication channels for good, hear me out.

It’s true that most retailers have a Facebook page (and/or Twitter, Pinterest or Instagram accounts), but beyond occasional posts about their stores or photos of new jewelry, many have no idea how to use social media to drive traffic. If that’s you, then our lead story is your rainbow bridge to a whole new world of possibilities.

Contrary to popular belief, social platforms can be used as the free marketing vehicles that they were purported to be when they first came on the scene, and we’ve got the success stories to prove it. Ten success stories, to be exact, and just in time for the holidays. From innovative contests to daily gift guides to targeted videos, these promotions are simple yet remarkably effective for the retailers who used them in 2013. Choose one or two, adapt them for your market, and see if you can’t boost your holiday traffic at very little cost to your ad budget. And if that weren’t enough, we’ve got a dozen more social media strategies to keep clients engaged and business rolling all year long.

If you’ve been considering a breakup with social media, now is the perfect time to rekindle your relationship. You may find that the marketing love of your life was right in front of you the whole time.

TRACE SHELTON
trace@smartworkmedia.com

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.”