Videos Jim Ackerman: I Usually Don’t Believe in ‘Brand-Building’ … But Here’s a Case Where It Worked Beautifully Harris Jeweler gets it right with a print advertisement that delivers genuine impact for its investment. More Videos Ready to Move? Let Wilkerson Lead the Way How to Verify GIA Graded Diamonds Relieving the Biggest Jeweler Pain Points: Recruiting, Bridal Sales and Profitability You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale? Share Tweet Published 6 years ago on June 14, 2018 By Jim Ackerman Marketing expert Jim Ackerman is no fan of “brand-building.” He likes to see advertising pay for itself. But sometimes, brand-building works, and works well, he says. In the attached video, Ackerman shows an example of an ad that got it right. Related Topics: Videos Jim Ackerman Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at jimack@ascendmarketing.com. click to Comment(Comment) Up Next Video: Why You Should Take a Serious Look at Lab-Grown Diamonds Don't Miss Jimmy DeGroot: Why You Should Take a Serious Look at Lab-Grown Diamonds Advertisement SPONSORED VIDEO Retiring? Let Wilkerson Do the Heavy Lifting Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.” You may like Promoted Headlines Ready to Move? Let Wilkerson Lead the Way Wilkerson Protect Your Customers and Your Business Gemological Institute of America You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale? Wilkerson Advertisement Latest Trending Videos Press Releases48 mins ago 2024 CIBJO Congress Concludes in Shanghai Press Releases1 hour ago Heavy Stone is Newest Company to Join The Plumb Club Press Releases1 hour ago Registration is Now Open for The Jewelry Symposium 2025 Big Survey1 week ago Meet the 1%: Jewelers Earning More Than $1M a Year Big Survey1 week ago Jewelers Share What They’ve Changed Their Minds About in the Last 5 Years Big Survey16 hours ago Watch Repairs Top List of “Bad Profit Centers” for Jewelry Retailers Sponsored Content16 hours ago Ready to Move? Let Wilkerson Lead the Way Sponsored Webinars3 days ago How to Verify GIA Graded Diamonds Webinars1 week ago Relieving the Biggest Jeweler Pain Points: Recruiting, Bridal Sales and Profitability Advertisement SubscribeBULLETINS INSTORE helps you become a better jeweler with the biggest daily news headlines and useful tips. (Mailed 5x per week.) Latest Comments Most Popular Big Survey1 week ago Meet the 1%: Jewelers Earning More Than $1M a Year Big Survey1 week ago Jewelers Share What They’ve Changed Their Minds About in the Last 5 Years Big Survey16 hours ago Watch Repairs Top List of “Bad Profit Centers” for Jewelry Retailers Columns1 week ago Dallas Cowboys QB Dak Prescott Pops the Question With 10-Carat Diamond Ring Best of The Best1 week ago Jeweled Barn Tiny House Makes the Rounds of Horse Shows Headlines7 days ago $100,000 Theft Case: Former Jewelry Store Employee Sentenced in New York State Photo Gallery1 week ago Independent Designers Reference the Past for Modern Jewelry Calendar6 days ago Cyber Monday, Pawnbrokers Day, the Rockefeller Tree Lighting and More Dates You Can Leverage in December