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You Tried It: The Return of Elvis

One jeweler tries a promotion suggested in INSTORE that featured the “King of Rock n’ Roll”.

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You Tried It: The Return of Elvis

INSPIRED by the December issue which suggested commemorating Elvis Presley’s 75th birthday in the Retailer’s Planning Calendar, Garcia & Co. of Farmington, NM, hosted an Elvis event in January. (We figure that photo of Eileen Alexanian, owner of Diamonds ‘n Dunes in Kitty Hawk, NC, dressed as “Felvis” — female + Elvis — on page 57 had to have played a part as well.)

“Being a huge Elvis fan myself, we put together a ‘Love Me Tender’ bridal event to honor the King’s 75th Birthday,” says Mark A. Garcia. “Staff is ‘all shook up’ and ready to rock!”

The store produced a newspaper ad (pictured) and a radio spot. “Besides the advertising, we’ve got life-size talking Elvis cut-outs in the store,” Garcia says. “Radio stations have jumped all over doing Elvis trivia contests and promos for us, and everyone that comes in gets a pair of Elvis sunglasses!”

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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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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