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Marketing RX: GoldSmith Jewelers

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[b][h2]Patient History [/h2][/b]
GoldSmith Jewelers in Little Falls, MN, recently ran this repair ad in its local weekly newspaper. While I know it began as a trade shop in 1973 and then expanded into a retail store in the 1980s, I do not know what brand image the store is trying to convey. However, I’m getting a sense … 
 
[b][h2]Diagnosis  [/h2][/b]
Tar and Jeff need more than a little wizardry on their layout skills. First tip: Every space does not need to be filled with something. What were you trying to communicate? Was it the offer? If so, perhaps that should have been bold and eye-catching. My eye is going all over the place, but if I had to focus, it would definitely be on the badly Photoshopped picture — not the offer. And why three tag lines? Are you “Simply the Best,” “The Jewelry Repair Experts” or the “Wizards of Ahhh’s”? I suggest sticking with just one.  
 
[b][h2]Remedy  [/h2][/b]
I have nothing against cute local ads. Truth be told, Tar and Jeff are endearing. I’m sure if we met, we could be friends. You play to your crowd, and in Little Falls, the cutesy approach may not be terribly off-base. But wouldn’t it be great if they could harness those magical powers and develop a captivating headline, a unique border and a clean layout?

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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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Marketing RX: GoldSmith Jewelers

Published

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[b][h2]Patient History [/h2][/b]
GoldSmith Jewelers in Little Falls, MN, recently ran this repair ad in its local weekly newspaper. While I know it began as a trade shop in 1973 and then expanded into a retail store in the 1980s, I do not know what brand image the store is trying to convey. However, I’m getting a sense … 
 
[b][h2]Diagnosis  [/h2][/b]
Tar and Jeff need more than a little wizardry on their layout skills. First tip: Every space does not need to be filled with something. What were you trying to communicate? Was it the offer? If so, perhaps that should have been bold and eye-catching. My eye is going all over the place, but if I had to focus, it would definitely be on the badly Photoshopped picture — not the offer. And why three tag lines? Are you “Simply the Best,” “The Jewelry Repair Experts” or the “Wizards of Ahhh’s”? I suggest sticking with just one.  
 
[b][h2]Remedy  [/h2][/b]
I have nothing against cute local ads. Truth be told, Tar and Jeff are endearing. I’m sure if we met, we could be friends. You play to your crowd, and in Little Falls, the cutesy approach may not be terribly off-base. But wouldn’t it be great if they could harness those magical powers and develop a captivating headline, a unique border and a clean layout?

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.”

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