Full Version: Holiday Marketing Synopsis
From: Engravin' Dave (DATAKES) [#1]
29 Dec 2006
To: ALL
This post is being made with the understanding that there are members here who own, manage and/or participate in very different business models in our industry. Bare in mind, I am writing this through my personal experience, which is a highly-visibile retail storefront catering to an individual and corporate gift and award clientele. The following information, or a part thereof, may still be useful to you, even if you may be home-based, operating out of a back-street warehouse facility, or what have you.
In a post a short while back, in general terms, I broke down my in-house marking technologies and how the demand for various ones ebbed and flowed at different times of the year. Well, this holiday season held true to form. The demand for diamond drag engraving was greater than ever during the past thirty days. Second in line was sandcarving, with laser engraving and laser sublimation coming in a distant third and fourth respectively. I don't market any one technology over another during my holiday ad campaign, just let them fall where they may.
This year, in my marketing efforts, I emphasized the use of brand names like Mikasa, Zippo, etc., but most importantly, let prospective customers know we will engrave THEIR products. This is a HUGE market, especially during the holidays, and you can charge plenty for the service. It also gets many additional customers into your store. Most of them will say, "I didn't even know you were here. You have some really neat things. I'll keep you in mind for future needs." Next time, they'll come for the products and service, not just the service. They also become a valued customer who will refer others.
I have learned over the years that the holiday shopping season is the best marketing opportunity, if used wisely, to feed your business with more and more customers over the following 12 months. Use this time when there are more and eager shoppers to introduce them to your business. Even if they walk out empty handed, you have planted the seed for future needs or a referral. I can tell you, based on our holiday traffic, I have already laid some early groundwork for a great 2007.
In spite of my investments in radio, television and direct mail advertising, the number one source for new customers during this holiday season for my business was referrals. This fact reinforces why it is critical that we foster relationships with existing clients, jewelers, department store clerks, etc., rather than focus too many resources and much attention on attracting new ones. Don't take your existing clients for granted. They truly are your raving fans.
EDITED: 29 Dec 2006 by DATAKES
From: Stunt Engraver (DGL) [#2]
29 Dec 2006
To: Engravin' Dave (DATAKES) [#1] 29 Dec 2006
At the risk of sounding like a broken record, if it weren't for engraving customer provided materials and merchandise, I'd barely have a business.
With so many engravers shying away from working that area, it's fertile ground for anyone looking to create a niche.
In the hierarchy of the work I performed, over the year, it seems like there was an extra demand for rotary engraving of plastics and metal.
Walkie-talkies (as usual) provided a big part of my income and engraving of metal aircraft and instrument panels (although not my favorite) saw an increase.
Ink jet sublimation (name badges and plates for awards) played a decent role as well.
From: BrianC (INKSQUIRTER) [#3]
30 Dec 2006
To: Engravin' Dave (DATAKES) [#1] 30 Dec 2006
I agree completely. I am one of the home businesses you speak of, and although everyone in Michigan is complaining about the economy I engraved more people's own stuff this year than ever before. And, of course, I had raised my carry in pricing to make me feel better about what I was doing.
Because I do engraving for a number of jewelers in the area people are coming to me from the recommendations of those jewelers. It's great when a new customer calls or walks in and says "I was told by so and so you are the best around" or "Mr Jeweler said if you want it done right take it to Cutter's Edge Engraving".
Other people's stuff can be a challenge at times, but it's a great way to meet folks when I am here 5 days a week and don't see the outside.
I have to admit, I don't get as carried away as Stuntman but I get my share of interesting work.
From: Engravin' Dave (DATAKES) [#4]
30 Dec 2006
To: BrianC (INKSQUIRTER) [#3] 30 Dec 2006
Brian,
I can literally say I engraved hundreds of customer-owned products over the past thirty days, the majority of whom were new customers. It's a great way to get people into your store at their expense. :-)
Another point of emphasis is the importance of having drag engraving capabilities during this time of year. It's an investment that will pay for itself and bring traffic into your store.
From: UncleSteve [#5]
30 Dec 2006
To: Engravin' Dave (DATAKES) [#4] 30 Dec 2006
Rather easy to use and to train a newbie or part-timer on. Not as fast as a rotary but the roi on the equipment can be amazing! It is all in the touch! ;-)
From: BrianC (INKSQUIRTER) [#6]
30 Dec 2006
To: Engravin' Dave (DATAKES) [#4] 30 Dec 2006
From: Engravin' Dave (DATAKES) [#7]
30 Dec 2006
To: BrianC (INKSQUIRTER) [#6] 30 Dec 2006
EDITED: 30 Dec 2006 by DATAKES
From: Carl (CSEWELL) [#8]
30 Dec 2006
To: Engravin' Dave (DATAKES) [#4] 30 Dec 2006
Having turned down a few (as in 5 or 6) customer-owned-product engraving requests over the past few weeks because I could not do them with my laser, what would you recommend as an absolute minimum (price and hardware) for getting started in rotary/drag engraving? I realize this might not be an easy question to answer, but you never know until you ask.
Is used rotary engraving equipment an attractive alternative?
From: Engravin' Dave (DATAKES) [#9]
30 Dec 2006
To: Carl (CSEWELL) [#8] 30 Dec 2006
Carl,
Used engraving equipment is an excellent alternative because many of these machines are built like tanks. Mine is 6 years old and I feel like I haven't even broken it in.
As far as price, you get what you pay for. I bought a used IS400 volume a month or so ago for about $5,200 and turned around and sold it on eBay for around $7,000.
There is an New Hermes IS400 on Ebay right now for $6,000, but you have to pick it up. I have been corresponding with the owner of that machine. He said he would be willing to ship in January. I recon you could get that machine for under $6,000 plus shipping.
Older, slower New Hermes models can be had for $2,500 with the EP module. You'll want to make sure you get the Gravostyle98 software.
There are also some nice Xenetech machines that come up on the market. Others may be able to share their thoughts on this brand, which I have heard great things about.
From: Stunt Engraver (DGL) [#10]
30 Dec 2006
To: Carl (CSEWELL) [#8] 30 Dec 2006
Carl,
I've bought used (rotary/drag) equipment, although, never sight-unseen.
I've always test-driven the equipment.
The argument against used equipment, is the lack of a warranty and factory training.
In my experience,rotary/drag equipment has been very reliable and with a decent owners manual, the learning curve isn't too steep.
Regardless of if you decide to buy new or used, my advice would be to find a machine with a (deep) workholding vise (minimum) and cylindrical engraving capability (ideal).
That type of machine is usally called a "Gift" machine by most manufacturers.
Flatbed machines can be fitted with various jigs, to make them more versatile, but depending on the brand, versatility can be limited.
To summarize:
If you buy a rotary machine with limited capabilities, you'll still be turning work down.
EDITED: 30 Dec 2006 by DGL
From: Carl (CSEWELL) [#11]
30 Dec 2006
To: Stunt Engraver (DGL) [#10] 30 Dec 2006
I'm always charting and recharting the future direction of my business and had really put rotary engraving at the bottom of the list. Mainly because there are many others that are currently offering it and there are several alternative technologies that no one is offering in this area. Maybe that should tell me something, but it doesn't?!?!
I've earned business away from the rotary engravers by exploiting the advantages of the laser, which can't easily be matched by rotary engraving. I can certainly understand the benefits of bringing in new business and new customers with rotary/drag engraving.
I have to wonder, though, why the requests that I turned away did not go to the rotary engravers in the first place. And, when I referred the requests to the rotary engravers, all of them didn't know the rotary engravers existed. Heck, there's one rotary engraver that it took me over a year to find and I drive by their business almost every day!! And this is a very small city.
From: Stunt Engraver (DGL) [#12]
30 Dec 2006
To: Carl (CSEWELL) [#11] 30 Dec 2006
Carl,
Have you asked the customers how they found you?
Even though they weren't aware of the other engravers in your area, several factors come into play, as to why some get work and others don't:
1) Bedside manner - Some just aren't "people persons." I'm amazed this group gets any work from anyone at all.
2) Limited skills - Having the equipment doesn't guarantee ultimate expertise.
3) Fear factor - Relates to #2 - Lack of experience leads to working on "Slam Dunks" only. If they can cut a new plate, from sheet stock and go again, they're in.
That leaves a lot of uncovered territory and opportunity knocks for those willing to take a calculated risk.
EDITED: 30 Dec 2006 by DGL
From: Carl (CSEWELL) [#13]
30 Dec 2006
To: Stunt Engraver (DGL) [#12] 30 Dec 2006
All the time! Most (60 to 75%) find me through word-of-mouth (surprise, surprise) from past customers and also from my wife's customers (co-located business).
The second majority find me through my website. I'm continually amazed at the number of people that use Google's "near" feature. Typically, they use "engraving near Guntersville, AL". A very powerful tool.
I'm also located on a side-street between the two one-way streets (a US highway) that runs through town (which sits on a peninsula), so I get a few (maybe 5%) that drive by.
Some of the comments I've received about the 'competitors' are: lack of attention to detail; can't do graphics; bad experience. I haven't found an easy way to bring this subject up so I'm limited to what people offer.
You don't grow or make more money by doing the same ol' same ol'. What doesn't put you out of business, makes you stronger??!?
From: Stunt Engraver (DGL) [#14]
30 Dec 2006
To: Carl (CSEWELL) [#13] 30 Dec 2006
Sounds like you have many of the ingredients in the recipe for success. :-)
What would be an example of the type of work you had to turn down recently?
Odd-shaped metal objects?
From: Carl (CSEWELL) [#15]
30 Dec 2006
To: Stunt Engraver (DGL) [#14] 30 Dec 2006
Sounds like you have many of the ingredients in the recipe for success.
Oh, no.... I can't cook! ;^)
Almost all were brass: buckles, door knockers, briefcase clasps, medals (may not have been brass but they didn't want to experiment). Other than the brief case clasp, none of them would appear to be very difficult to fixture.
One was a Zippo lighter that I wasn't sure if it was plated or not. The customer made an EXCELLENT barter deal with me, so I gave it a go with Cermark. Successfully, I might add. My main concern was that the slow, high heat would damage the thin metal. I kept the lighter insert in and only marked the lower half. The customer was pleased and I received a very expensive gift for my wife.
One was a leather (dark black) pool cue case which might not have been easily rotary engraved, or please correct me if I'm wrong. I was forewarned about this person by the person that referred her to me, so I guess I wasn't overly anxious to help her.
From: Stunt Engraver (DGL) [#16]
30 Dec 2006
To: Carl (CSEWELL) [#15] 30 Dec 2006
Carl,
The leather pool cue case isn't a good candidate for engraving, but a plate, either laser engraved or rotary/drag engraved would work.
You could have tried laser engraving (if it fit in your machine) then used a plate as a "cover up" in case it didn't work. :-)
Congratulations on the barter. I'm a fan of that system, as long as everyone is happy with the trade.
EDITED: 30 Dec 2006 by DGL
From: Carl (CSEWELL) [#17]
30 Dec 2006
To: Stunt Engraver (DGL) [#16] 30 Dec 2006
I could also have done laser foil, but someone once told me that "stickers" aren't very attractive. Although I've done laser foil and also LaserLights on several vinyl albums (photo not record) much to the customer's delight. And, yes, the marking ended up being more than album. Go figure.
How would you have attached the plate (plastic?) to the leather? The case wasn't at all rigid. I'd be afraid that they'd catch a corner and rip a plate off without much effort at all.
From: Stunt Engraver (DGL) [#18]
30 Dec 2006
To: Carl (CSEWELL) [#17] 30 Dec 2006
There are some very aggressive double-faced tapes, so, as long as the corners of the plates are radiused, there's very little chance of being snagged.
If the case was very flexible, Laserlites or FlexiBrass should be able to roll with the punch.
EDITED: 30 Dec 2006 by DGL
From: Carl (CSEWELL) [#19]
30 Dec 2006
To: Stunt Engraver (DGL) [#18] 30 Dec 2006
LaserLights on textured surfaces looks real bad, in my opinion. FlexiBrass probably would have worked. They're now supplying it with 3M adhesive. That probably would have been the best option. I've got an old textured, vinyl briefcase (portfolio book, actually) that I might try that on for display purposes.
It used to bother me when customers would say, "You're the expert. Do whatever you think is best." because not everyone has the same tastes. I'm learning that giving people too many choices is worse than "Doing whatever you think is best".