Full Version: Marketing
From: LaZerDude (C_BURKE) [#19]
13 Jan 2005
To: laserman (MIKEMAC) [#18] 14 Jan 2005
CEM, Mike, laserman,
Thanks for the ideas and leads and info. I have lived on Maui for 28 years. I won't go into the story here as to why we left, BUT we are currently in Washington State and compared to doing business in Washington, Hawaii is a cake walk.
I used to own and upholstery shop on Maui, and was quite successful. I hope that I can do the same with Award/Recognition/Engraving/Sandcarving/Promotional items.
Any contacts you could give me for Koa items would be most appreciated.
Thanks again, you had some great ideas.
Chuck Burke
Pacific LaZer Works
21 Days.
From: Stunt Engraver (DGL) [#20]
13 Jan 2005
To: LaZerDude (C_BURKE) [#19] 14 Jan 2005
Chuck,
I claim no expertise in marketing, though, over time, I've noticed what's worked and what hasn't.
I haven't read "Guerilla Marketing", so I'm not familiar with those tactics.
In fact, my approach probably flies in the face of common business wisdom. It may well be the counterpart to "Guerilla Marketing."
I suppose if I wrote a book, it might be titled, "Monkey Embryo Marketing." :-)
Here's one of the tenets of "MEM."
WEAR THE UNIFORM
When I abandoned the safety of the day job, in 1989, I did so, with plenty of engraving skills, but no clue as to how to approach potential customers. I didn't work the phones, (I since have, with some success) mainly because I felt that I would be hung up on.
In the beginning, my target market was award shops. It was the industry I grew up in, therefore, I knew what services most shops offered. More importantly, those not offered. That's where I developed my original niche.
(Note: To this day, I find business-to-business relationships, to be the most enduring, and the least problematic.)
On the first day out, like any self-respecting salesman, I wore a suit and tie. I visited a number of local award shops, with mixed results.
One shop, in particular, stuck in my mind. The owner was an old-timer, who happened to be busy with a customer when I arrived. I had never met this man in my life, but through his occasional sideway-glances, I got the distinct impression that he didn't like me.
That's when it hit me. The awards industry, with rare exception, is made up of "regular" people. I was wearing the salesman uniform. It wasn't that the store owner hated me. He hated salesmen. His heels were dug in, even before I had a chance to speak to him. Needless to say, I didn't make any headway there.
Since then, I've had many successful cold calls. I attribute that success to the fact that I choose my "uniform" according to the type of business I'm approaching.
Depending on the weather, and the nature of the potential client's business, the uniform may range from jeans and tennis shoes, to golf shorts/shirt, to dress casual. Of course, if the job calls for a presentation before a corporate Board of Directors (I've had a couple) the suit and tie goes right back on.
It's worked for me. :-)
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
From: trophyman (MIKEBERGER) [#21]
14 Jan 2005
To: LaZerDude (C_BURKE) [#1] 14 Jan 2005
You may be in for a BIG UNEXPECTED SURPRISE. Most of those large service groups that you mention now have VERY restrictive royalty requirements. Beginning in 1989 we used to do the namebadges and award ribbons for the Lions Club District where I am located. About 5 years ago, they became EXTREMELY restrictive in regards to the logos and trade names (i.e. trademarks) the International office decided that ALL club recognition items had to purchased through their own supply center and that R.S. Owens was to be their supplier. We did check into becoming a LICENSED supplier and the cost and restrictions were very prohibitive for the SMALL / home operated shops. Double and then Triple check that there are NO restrictions in place by the organizations that you will be targetting.
Mike Berger
From: LaZerDude (C_BURKE) [#22]
14 Jan 2005
To: trophyman (MIKEBERGER) [#21] 14 Jan 2005
Mike,
Thanks for the heads up. I have in fact looked into licensing for the one service organization that I am going to target. Lots of paper work but suprisingly affordable. I'm very well connected in that group and have many offers of support and promotion. That is why I targeted it.
I know this is an uphill trek, but I have received lots of good information on this forum and a couple of mentors I have picked up along the way.
One very refreshing thing I have found in this industry as a "newbie" is how willing people are to help and to share. It's simply wonderful.
Anyway, thanks for you input.
Chuck
From: LaZerDude (C_BURKE) [#23]
14 Jan 2005
To: Stunt Engraver (DGL) [#20] 14 Jan 2005
David,
Thanks for the input. As you can well imagine, dress code on Maui is casual, ( with the possible exception of attorney's when they go to court).
You mentioned initially marketing your services to "other trophy shops". How did that work out for you? Do you think it is a wise thing to do in a "small" market? ( 130,000 resident population). Would I be shooting myself in the foot by doing that? I had intended to approach them all and offer my services for any "overload" they may have.
Thoughts?
Can I get an advance ( and autographed ) copy of MEM?
Thanks
Chuck
21 days
From: Ken D. (KDEVORY) [#24]
14 Jan 2005
To: Stunt Engraver (DGL) [#20] 14 Jan 2005
David,
As time allows, I'd be interested in hearing the other parts to MEM.
I suspect I'm not the only one.
From: Engravin' Dave (DATAKES) [#25]
14 Jan 2005
To: LaZerDude (C_BURKE) [#23] 14 Jan 2005
Chuck,
I operate in a town of about 80,000 and have competition from four other engraving/awards shops. These shops are owned and operated by good people who have been content with their existing business level and have not embraced any new technology beyond the computerized mechanical engraver.
I have done some wholesale work for local shops, but I think their biggest fear is that I would end up stealing their customers. Anyone who knows me would know that that would never happen intentionally. It's happening anyway, but it's of their own acord.
Your business plan will really need to address the wholesale vs. retail marketing issue. While I think there is room for both in many of our operations, it needs to be well thought out.
A wholesale pricing structure can put drastic use requirements on your equipment. To sell at wholesale pricing you need to do volume. To do volume, you need to keep your machine(s) running. If your machine(s) is/are constantly running, how do you have time to take care of your retail customers and produce their items? This is the cycle you have to avoid.
From: LaZerDude (C_BURKE) [#26]
14 Jan 2005
To: Engravin' Dave (DATAKES) [#25] 14 Jan 2005
David,
Thank you sooooooo much for your reply. I"m encouraged.
Chuck
From: Stunt Engraver (DGL) [#27]
14 Jan 2005
To: LaZerDude (C_BURKE) [#23] 14 Jan 2005
Chuck and Ken,
I worked on the MEM post early this morning. I meant to add more, but the Sandman won out :-)
I do have more of my observations to contribute. David T. touched on the dynamic of working with other tradespeople. I'll add some of my own thoughts, when time allows.
Right now, I'm heading off to the ISS Show in Long Beach, CA. I'm getting a late start and may have limited time at the show, but you can bet I'll be in time for the forum member get-together, that follows :-)
David "The Stunt Engraver" Lavaneri
DGL Engraving
Port Hueneme, CA
EDITED: 14 Jan 2005 by DGL
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