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Kick in the Tush

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Bad economic news can inspire good habits.

 

If I were a jeweler … (cue swirly Brady Bunch dream sequence effect.) If I were a jeweler, I wouldn’t ignore the economic upheaval currently taking place in the United States. But I wouldn’t freak out about it, either. 
 
How would I look at it? As the big kick in the tush that finally got me doing the things I already knew I should be doing.  
 
I’d buy differently. Month by month, even week by week, I’d analyze price points selling in my store. I’d concentrate harder on them. I’d promote them more often in my ads. 
 
I’d sell service and custom design. I’d promote “remixes” of old jewelry. I’d definitely do a let-us-babysit, restore-and/or-redesign-your-heirlooms-while-you’re-on-your-summer-vacation service. 
 
No way would I cut my advertising budget. But I’d cross my fingers and pray that my competitors did. And I’d definitely pull out my guerrilla marketing manual and experiment with low-cost promotional techniques to boost my business even more — while not reducing my current advertising spend. 
 
In fact, the only thing I would spend less on is myself. (Because, hey, what’s a better gift to yourself than peace of mind in the form of money in the bank?) 
 
So privately, yes, caution. But professionally? Full steam ahead. After all, it’s no fun playing defense. We’re not gonna give up the ball in my store. 
 
Anyway, that’s how I see it. 
 
For some expert opinions on how to weather the uncertainty, check out our lead story on page 108.  
 
Wishing you the very best business… 
David Squires 
[email protected]

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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David Squires

Kick in the Tush

Published

on

Bad economic news can inspire good habits.

 

If I were a jeweler … (cue swirly Brady Bunch dream sequence effect.) If I were a jeweler, I wouldn’t ignore the economic upheaval currently taking place in the United States. But I wouldn’t freak out about it, either. 
 
How would I look at it? As the big kick in the tush that finally got me doing the things I already knew I should be doing.  
 
I’d buy differently. Month by month, even week by week, I’d analyze price points selling in my store. I’d concentrate harder on them. I’d promote them more often in my ads. 
 
I’d sell service and custom design. I’d promote “remixes” of old jewelry. I’d definitely do a let-us-babysit, restore-and/or-redesign-your-heirlooms-while-you’re-on-your-summer-vacation service. 
 
No way would I cut my advertising budget. But I’d cross my fingers and pray that my competitors did. And I’d definitely pull out my guerrilla marketing manual and experiment with low-cost promotional techniques to boost my business even more — while not reducing my current advertising spend. 
 
In fact, the only thing I would spend less on is myself. (Because, hey, what’s a better gift to yourself than peace of mind in the form of money in the bank?) 
 
So privately, yes, caution. But professionally? Full steam ahead. After all, it’s no fun playing defense. We’re not gonna give up the ball in my store. 
 
Anyway, that’s how I see it. 
 
For some expert opinions on how to weather the uncertainty, check out our lead story on page 108.  
 
Wishing you the very best business… 
David Squires 
[email protected]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular