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16 years ago

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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  
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This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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David Squires

Top This One

Published

16 years ago

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

Related Topics:

click to Comment(Comment)
Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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