Absolutely. Owners and managers must continue to market and promote, albeit at a much more modest level after the sale, but the momentum built during the sale should continue with the store long afterward. One of the comments we hear most often is that new customers are generated to such a degree that they more than make up for any perceived short term loss. It ís the long term that really counts, especially for those jewelers who conduct an event to eliminate underperforming inventory, and want to move forward with the increased cash in-hand and the larger customer base generated from the sale.
“The Gordon Company marketing and advertising of the sale worked extremely well and we now have a much better idea of a marketing plan of how and where we can get the best ROI for the future of our business.”
