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Promote Homegrown Retail This Independence Day … and More Event Ideas for July

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ON INDEPENDENCE DAY link up with some other small retailers in your community to promote the benefits of a vibrant mom-and-pop retail scene. Put up signage touting your local links, organize a joint barbecue or some other communal event and tout your support of local jewelry designers. (Check out facebook.com/independentretailermonthUSA for more ideas and event calendars.)

  • July 14 It took 63 years for Father’s Day to go from brainwave to presidential declaration. Who is to say Cousin’s Day won’t make the big time as well? Start promoting.
  • July 18 The 80th birthday of Hunter S Thompson, author of Fear And Loathing In Las Vegas, who had this to say about risk-taking: “The only people who really know where (the edge) is are the ones who have gone over.”
  • July 20 National In the Doghouse Day. Sales expert Dave Richardson says ask your client, “How big is that doghouse?” The key to solving his problem lies in what he says next.

This article originally appeared in the July 2017 edition of INSTORE.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [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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