A Sign of the Times and of a Smart Marketer

Likely, sales have been slowing for this jewelry retailer, as is the case for many retailers across America. Delfine's is an established, respected jewler in downtown Charleston, West Virginia. The just hung this banner a few days ago. The eight-foot wide vinly banner reads: "Long-term wife insurance."

I love two things about it:

1- Delfine's is doing something proactive; they're trying something new! And how many people would just cut the prices and not do anything to pull people in to the store?

2- They understand the benefit of what they are selling! When a man buys jewelry, he's not purchasing a gem set in precious metal. No, he is buying the insurance of keeping his wife happy. Does anyone remember our "Five Benefits" post from a couple years ago. It's worth a re-read. And the jewelry-buying husband certainly enjoys benefits #3 and #5 from my list. Maybe you do need to re-read the "Five Benefits!"

Regardless, I commend Delfine's for their witty "Wife Insurance" banner ad. And I am anxious, as always, to hear what the marketing genius community has to say!