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You think you’ve had a really bad idea …

THE TITLE of this edition’s lead story is ?Worst. Ideas. Ever.? In it, we have a bit of fun with business brainstorms and brilliant marketing plans gone (very, very, very) awry. 

Most of us have had similar experiences. For INSTORE, I think that probably our ?Worst. Idea. Ever? was the ?spectacular, high-impact? media kit we were (OK, I was) determined to create after our first year of publication. Intent on being different from everybody else in trade publishing, I insisted on the packaging being a magazine-sized foldout cardboard box similar in format to one I had seen either Elle or Vogue or Harper’s Bazaar use that year. It was hugely expensive to produce, but I countered every argument by saying, ?Imagine walking into an advertiser’s office and plopping this down on the desk in front of him.? 

Anyway, the kit came out pretty nicely, I thought. But it was still a disaster. Two reasons: 1. While the cardboard box would have been a perfect fit for a typical 900-page September edition of one of the aforementioned magazines, INSTORE at that time was only about 50 pages per issue and it took about 10 copies to make a nice, snug fit inside the box. 2. When filled in such manner, the box weighed about 15 pounds. And since our advertising representatives often had to walk around trade shows with dozens of kits to meet clients, they quickly stopped using it.  

In fact, I think we still have 1,000 or so of those old boxes in our office. The residue of what was definitely one of my … Worst. Ideas. Ever. 

Wishing you the very best business …

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David Squires  
Associate Publisher  
Click here

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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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David Squires

Top This One

Published

on

You think you’ve had a really bad idea …

THE TITLE of this edition’s lead story is ?Worst. Ideas. Ever.? In it, we have a bit of fun with business brainstorms and brilliant marketing plans gone (very, very, very) awry. 

Most of us have had similar experiences. For INSTORE, I think that probably our ?Worst. Idea. Ever? was the ?spectacular, high-impact? media kit we were (OK, I was) determined to create after our first year of publication. Intent on being different from everybody else in trade publishing, I insisted on the packaging being a magazine-sized foldout cardboard box similar in format to one I had seen either Elle or Vogue or Harper’s Bazaar use that year. It was hugely expensive to produce, but I countered every argument by saying, ?Imagine walking into an advertiser’s office and plopping this down on the desk in front of him.? 

Anyway, the kit came out pretty nicely, I thought. But it was still a disaster. Two reasons: 1. While the cardboard box would have been a perfect fit for a typical 900-page September edition of one of the aforementioned magazines, INSTORE at that time was only about 50 pages per issue and it took about 10 copies to make a nice, snug fit inside the box. 2. When filled in such manner, the box weighed about 15 pounds. And since our advertising representatives often had to walk around trade shows with dozens of kits to meet clients, they quickly stopped using it.  

In fact, I think we still have 1,000 or so of those old boxes in our office. The residue of what was definitely one of my … Worst. Ideas. Ever. 

Advertisement

Wishing you the very best business …

David Squires  
Associate Publisher  
Click here

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