Video: I Usually Don’t Believe in ‘Brand-Building’ … But Here’s a Case Where It Worked Beautifully

It’s one of the hardest things to do, but immensely powerful if you do it right.

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’

Video: Texas Jeweler Knew He’d Get Only One Shot at a GOB Sale, So He Wanted to Make It Count

Podcast: A Jeweler Learns the Internet’s Weaknesses, and His Own Strengths

Video: New York Jeweler Picks Wilkerson for Their GOB Sale

Published

8 months ago

June 25, 2018

Jim Ackerman

Marketing expert Jim Ackerman is no fan of “brand-building.” He likes to see advertising pay for itself.

But sometimes, brand-building works, and works well, he says.

In the video below, Ackerman shows an example of an ad that got it right.

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Jim Ackerman

Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at jimack@ascendmarketing.com.

Wilkerson Testimonials

Texas Jeweler Knew He'd Get Only One Shot at a GOB Sale, So He Wanted to Make It Count

Most retailers only have one GOB sale in their lifetimes. This was the case for Gary Zoet, owner of Shannon Fine Jewelry in Houston, Texas. “Wilkerson has done thousands of these sales,” says Zoet. “I’ve never done one, so it’s logical to have somebody with experience do it.” The result exceeded Zoet’s expectations. Wilkerson took care of everything from marketing to paperwork. When it’s time for you to consider the same, shouldn’t you trust the experts in liquidation?

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Jim Ackerman

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should

Jim offers pointers for maximizing the effectiveness of your marketing.

Published

3 weeks ago

January 29, 2019

Jim Ackerman

FOR THE PAST 10 years or so, you’ve probably been hearing experts talk about digital marketing as if it would be a panacea for jewelers, says marketing specialist Jim Ackerman.

But for most jewelers, it hasn’t worked out that way.

In today’s video, Ackerman explains why. And he offers tips on how to maximize the effectiveness of your marketing efforts.

Watch the video:

Jim Ackerman

Video: Take Advantage of These Tools to Improve Your Digital Marketing

Very few people are using them.

Published

1 month ago

January 15, 2019

Jim Ackerman

TESTING AND TRACKING your digital advertising campaigns can make a big difference in your results over time, says marketing specialist Jim Ackerman.

But not many people take advantage of the robust tools that are available for doing so.

In today’s video, Ackerman explains what you should be doing.

Watch the video:

Jim Ackerman

Video: Why Your Social Media Ads Don’t Get Results

And what to do about it.

Published

1 month ago

January 5, 2019

Jim Ackerman

MANY JEWELERS TRY social media advertising and then wonder why they don’t get results, says marketing specialist Jim Ackerman.

In today’s video, Ackerman explains a common reason for the phenomenon. He also suggests some ways to fix the problem and start achieving your marketing goals.

Watch the video: