Jim Ackerman

Video: This Jeweler’s Direct Mail Package Was Expensive, But It Worked ⁠— Here’s Why

Cheaper is not always better.

Published

4 years ago

August 27, 2019

Jim Ackerman

IN THIS EPISODE of Marketing Gems, Jim Ackerman shows us a jewelry marketing effort that worked.

It included a high-end direct-mail piece, complete with two-page sales letter on card stock. The envelope also had five cards with photos and descriptions of jewelry.

Ackerman explains that it costs more to market this way, but the extra cost can be well worth it.

Watch the clip:

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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.

Why This Jeweler Chose Wilkerson

Mark Lauer is the owner of Mark Michael Diamond Designs, the Minnesota-based jewelry gallery known for exceptional and uniquely designed diamond jewelry. Though he loved creating the beautiful jewelry his business was known for, retirement was an exciting alternative to the 60+ hours a week he’d spent building it up. He called Wilkerson to help with a retirement sale. “I did talk to two other companies, but I just didn’t feel they offered the same services that Wilkerson did,” he says. “I knew Wilkerson had the expertise to follow through and give me the service and results that I wanted. They’re the number one rock stars in this industry.”