WILMORE JEWELERS

ADVERTISING STRATEGY / MEDIA BUYING / TV / RADIO / SOCIAL MEDIA ADVERTISING / MARKETING MATERIALS / CREATIVE DEVELOPMENT

Wilmore Jewelers sold a wide variety of jewelry from their West Mifflin, PA location. This jewelry store thrived since 1980 and spanned two generations.

THE PROBLEM

After thirty-seven (37) wonderful years in business, the owners of Wilmore Jewelers were ready to retire. In order for the transition into retirement to be seamless, they needed to liquidate all of their inventory. They had never worked with an advertising agency before, but they knew they needed some help to achieve their goals.

THE SOLUTION

Ethic Advertising created a strategic short-term plan to draw consumers into Wilmore Jewelers' location over the course of three months while they got ready to close their doors for good. The sale's advertising campaign lasted from November through January of 2017. We worked strategically to promote a lower discount and a holiday message on multiple advertising mediums in November and transitioned into a larger discount in January to furter promote the final month of the sale. Based on the short campaign flight, our strategic mission was to get in front of as many of the right people as possible with a urgent and convincing message.

Elements of the Plan

Advertising
Develop a custom advertising strategy that includes radio, cable TV, geofencing, social media, out of home, and digital display advertising

Creative
Roll out a strategic and catchy message with an alluring incentive to increase customers' intent-to-purchase over the course of three months.

Marketing Materials

Create store and community signage help draw in a larger crowd.

THE RESULTS

Two things happened during this advertising campaign that sums up the results perfectly: (1) Wilmore's point-of-sale (POS) company contacted them midway through the campaign because their POS package couldn't handle the amount of sales they were producing; and, (2) most importantly to us was when the owners communicated to our team multiple times how thankful and happy they were to work with us...they got to retire exactly how they wanted to. Cheers!

Increase in Sales Compared to Previous Year

Record Setting Months

Happily Retired Owners