Editor's Note

For Great Marketing Advice, Don’t Ask Our Editor-In-Chief

The good news is, your fellow retailers are doing awesome things.

Published

6 years ago

September 26, 2019

Trace Shelton Instore October 2019 Issue

FIFTEEN YEARS AGO, before I started working at INSTORE, I worked in marketing. I wrote radio, TV and print ads, and after six years of doing it, I thought I was pretty good at it. I also did media buying and marketing strategy consultations. Heck, I even wrote scripts for on-hold phone messages.

Today, much of what I learned is obsolete.

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Sure, the bedrock principles of marketing are still the same (find a way to pique the consumer’s interest), but the methods of delivery are radically different. As a result, the messaging has changed as well. A radio or TV script just doesn’t work when you post it on Facebook.

Moreover, the techniques that worked back then don’t resonate as strongly with today’s consumer. That’s because people love to be surprised. And, they love an experience.

The good news is, many of you are innovating in ways that appeal to your customer base. We’ve collected 12 such ideas in this issue’s lead story (plus a few more online at instoremag.com) that will inspire you to create your own enticing approach. From unusual promotions, to modern takes on old concepts (like the catalog), to high-tech targeting, these strategies are the type of above-and-beyond concepts that cause people to stop and take notice.

So I hope you’ll find an idea in this issue that works for you. Just don’t ask me for advice: Those “guaranteed to work” Yellow Pages templates aren’t so guaranteed anymore!

For Great Marketing Advice, Don’t Ask Our Editor-In-Chief

Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Five Smart Tips You’ll Find in This Issue

1. Schedule your trunk shows in November to capture clients earlier in the holiday buying process. (The Big Story, p. 40)
2. Split your displays into “jewelry islands” within the showcase to allow for multiple clients to view items at once. (10 Jewelry Display Mistakes, p. 52)
3. Use your clients as models for your direct mailers. (Brainstorm, p. 62)
4. Buy low-priced items in limited quantities to use in “feeding frenzy” marketing promos. (Jim Ackerman, p. 64)
5. Partner with local bridal-related businesses on a “Bridal Box” giveaway to engagement-ring customers. (Cool Stores, p. 80)

Closing With Confidence: How Bailey's Fine Jewelry Achieved Outstanding Results With Wilkerson

When Trey Bailey, President and CEO of Bailey's Fine Jewelry, decided to close the Crabtree location in Raleigh, North Carolina after 15 years, he knew the decision needed to be handled with intention and professionalism. The goal was clear: exit the location while maintaining financial strength and honoring the store's legacy. Having worked with Wilkerson successfully in the past, Bailey understood the value of their comprehensive approach. "They understood both the emotional and financial sides of the store closing sale," Trey explains. "Their reputation for professionalism, results and care made it a very easy decision." The results exceeded expectations. Wilkerson helped Bailey's sell through significant inventory while maintaining the dignity of the closing process. "They don't just run a sale, they help close a chapter in the best way possible," Bailey says, strongly recommending Wilkerson to any jeweler facing a similar transition.