Marketing RX: GoldSmith Jewelers

Published

19 years ago

May 26, 2007

[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?

How Howes Diamond Jewelers Closed a Location — and Opened the Door to What's Next

Dan Howes grew up in his family's jewelry business, eventually taking the helm of two locations his father launched in 1964. When it came time to consolidate, he turned to Wilkerson. "It was a pretty easy decision," Howes says, citing the company's strong reputation and a friend's successful experience. Wilkerson's proven sales roadmap delivered — meeting projected financial goals and guiding the process every step of the way. "This is their profession. They have it dialed in."