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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.”

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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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