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When your store has a big anniversary coming up, a special event can seem like a great idea.

And it is — as long as you market it effectively.

In the video below, marketing specialist Jim Ackerman offers advice for promoting an anniversary celebration. He takes you line by line through a postcard that a client prepared for an 80th-anniversary sale, showing you what worked and what needed improvement.


Every Jewelry Store Holds Anniversary Sales … Here’s How to Make Yours Successful

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Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson

When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren. For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish. "Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful." The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing." Smith's recommendation is emphatic: "I would never be able to do what they did by myself."

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