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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

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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Marketing RX: GoldSmith Jewelers

Published

on

[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

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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