Full Version: Marketing
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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