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WALTERS & HOGSETT JEWELERS in Boulder, CO, knew that “winter was coming” — and they decided to take action. The jewelry store and its marketing agency, Fruchtman Marketing, put together a short video commercial around the phrase “bend the knee,” which is often used in HBO’s hit television show “Game Of Thrones” to indicate paying homage to one’s lord, but in jewelry parlance indicates something different: proposing to one’s beloved. The video includes majestic, somber music intended to invoke the “Game Of Thrones” introductory music, and dark, close-up images of metal and glowing particles that pan out to reveal a finely-textured engagement ring.

“I’m calling it ‘opportunity marketing,’” says Shane O’Neill, vice-president of Fruchtman Marketing, “Which is to say unplanned marketing opportunities that connect with current events.” As the final season of “Game Of Thrones” just launched a few weeks ago, viewership is at an all-time high. O’Neill says that the campaign, entitled “Game Of Rings,” is being run via YouTube Advertising and targets engagement ring consumers who watch “Game of Thrones.”

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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