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TRACE SHELTON, editor-in-chief of INSTORE Magazine, and Jim Ackerman of Ascend Marketing got into the nuts and bolts of marketing automation, which is the process of automating a series of client interactions — from email to phone and text messages — through computer software. The automation is highly customizable and can be set up for various types of customers and at various stages in the buying process. Ackerman talked about how and why customers are buying the way they do in today’s marketplace, and why multiple contacts are so crucial to turning leads into buyers. The webinar also covers the various softwares available as well as appropriate content for customer contact.

Ackerman is a marketing coach, providing a variety of marketing services to jewelers as well as customizable turnkey marketing products through jewelersmarketinggems.com. Ackerman has spoken at most major industry events and has been published in the industry’s most prestigious trade journals, including INSTORE. He created the Principle-Centered Marketing Coaching Program, wherein he and his team of marketing coaches work one-on-one with jeweler clients to help them develop their marketing and advertising know-how and “do-how.”

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

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Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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