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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.

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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.

Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at jimack@ascendmarketing.com.

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Wilkerson Testimonials

When It’s Time for Something New, Call Wilkerson

Fifty-four years is a long time to stay in one place. So, when Cindy Skatell-Dacus, owner of Skatell’s Custom Jewelers in Greenville, SC decided to move on to life’s next adventure, she called Wilkerson. “I’d seen their ads in the trade magazines for years,’ she says, before hiring them to run her store’s GOB sale. It was such a great experience, Skatell-Dacus says it didn’t even seem like a sale was taking place. Does she have some advice for others thinking of a liquidation or GOB sale? Three words, she says: “Wilkerson. Wilkerson. Wilkerson.”

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Jimmy Degroot

Video: How to Ask for Referrals Without Being Too Pushy

Jimmy DeGroot discuss how to help your salespeople connect with more customers.

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ONE GOOD WAY to increase store traffic and sales is to ask for referrals.

In a recent video, jewelry store training expert Jimmy DeGroot talked about how to do that without being overly pushy.

He and Brad Huisken discussed ideas to help your salespeople connect with more customers.

Take a look:

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Video: How to Get People to Buy Jewelry From You Now Instead of ‘Someday’

Set conditions in your offers to create a sense of urgency.

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SOME JEWELERS FEEL that their prices are fair and that they shouldn’t need to use special offers to get customers to buy.

The problem is, potential clients might not see any reason to buy today as opposed to tomorrow, next month or next year, says Jim Ackerman.

In this episode of Marketing Gems, Ackerman talks about how to instill a sense of urgency in your marketing and in your offers.

Take a look:

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Webinar: Sell Silver Like an Expert: Tips and Marketing Tricks for Making This Your Best Silver Selling Season

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Gloria Maccaroni, Director of Brand Development for the Silver Promotion Service, is joined by FACEts Jewelry Consulting’s Nan Lung Palmer and Karen Hollis, owner of K. Hollis Jewelers, to talk about the best ways to stock and sell silver jewelry. From higher turns to thicker margins, this webinar highlights why silver jewelry should be an increasing part of every jeweler’s holiday inventory.


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