Two Sides of the Same Coin: Quality Products & Good Marketing

business is like a reversible coin : You have to have a great merchandise ( english one ) and you have to have effective commercialize to go with it ( side two ). This article takes a closer look at both. SIDE ONE: QUALITY PRODUCTS
Although lead choice should be a given, the accuracy is, I have seen a lot of engraving and personalize products through the years and honestly, a lot of it wasn ’ t up to snuff. If you want to stay in business, you must offer timbre products. Be it a $ 3 trophy or a $ 300 clock, quality speaks for itself.

For those who think price is the pivotal refer of customers, let me assure you, it isn ’ thyroxine. person told me early on that “ the choice is remembered long after the price is forgotten ” and he was correct. If you don ’ thymine believe me, fair search at some of the most successful businesses in our industry and note that all of them are marketers and none of them are what you ’ d call the lowest price sellers. If you follow the clue of these eminently successful businesses, you excessively will come to the ending that offering quality products builds your reputation ; offering choice products at a bonny price builds your clientele.
A variety of blanks are available for personalizing with sublimation. Photo courtesy of Johnson Plastics Plus.

A variety show of blanks are available for personalizing with sublimation. Photo courtesy of Johnson Plastics Plus .

Condé Systems, Inc. offers a large selection of sublimatable blanks, like these iPhone phone cases.

Condé Systems, Inc. offers a large choice of sublimatable blanks, like these iPhone call cases.

If anything counts in clientele, it is taking pride in what you turn out and most personalization professionals take enormous pride in their exercise and their products. calm, I have seen a great many jobs that I would have been ashamed to give to a customer and I ’ megabyte certain you have excessively. Make sure you are never one of those who provides mediocre products or craft.

There are thousands of products available to us in nowadays ’ south market. Trophies, pens, plaques, argent, key fob, drinkware and much more. One of the first things I learned when I entered this business was not to sell anything I hadn ’ thyroxine touched myself. Pictures in catalogs can be misleading. In my mind, there is nothing better than attending one or more of the diverse trade shows held across the United States where you can touch and feel the diverse products available—especially fresh products. If you can ’ triiodothyronine attend a trade usher, order a sample distribution before committing yourself to a merchandise. tied after 28 years in the occupation, I still get burned once in a while.

My last disappointment occurred when I saw some aplomb looking Christmas ornaments that held purify disks in them. I ordered a box of each of the assorted components but when they came in, the parts didn ’ t match well, and the overall appearance was, well, “ junky. ” They went directly to the trash can. I couldn ’ deoxythymidine monophosphate put my name on something that didn ’ deoxythymidine monophosphate fit together any better than those did. Sometimes it just happens .
This puzzle from Trotec Laser Inc. was made by combining a laser with digital printing.

This perplex from Trotec Laser Inc. was made by combining a laser with digital print .
Most products in our industry, however, are of excellent choice as manufacturers have learned through the years that their reputations are besides on the line. And, of naturally, we besides have the capability of making our own products out of the many substrates available to us, including diverse types of wood, acrylic fiber, fictile, cork, leather and more.

The challenge of selecting ( or creating from scrape ) products for personalization is finding or making products that are precisely apparent “ cool. ” I know it is an overuse and wholly immanent adjective, but it is the only one I can think of to describe products that most shops don ’ metric ton propose. It takes time and attempt to discover these products, but it is what makes each patronize stand out and it is often what determines the personality of the business. Yes, every shop has its own personality. Some are “ sports centered ” while others are “ high course ” and yet others are “ all business ” or even “ industrial ” in nature. A “ high class ” denounce might specialize in a lot of methamphetamine and quartz glass while a “ sports denounce ” leans toward trophies and medallions. One is not better than another, just different.

In recent years, a great model has emerged that didn ’ t come from within the ranks of the typical personalization workshop but has had a fantastic impact and that is Etsy. A immediate enlistment of the thousands of products available on the Etsy web site reveals the fantastic creativity of people to come up with new and interesting products. Most of these don ’ deoxythymidine monophosphate come from a catalog but are created in the minds of men and women who may never have seen the inside of a traditional engraving shop. I am specially impress with the many marry favors, cake toppers and relate items available from these people.

here in EJ and in our Awards & Personalization Connection e-newsletter, we have been highlighting a draw of this creativity through our new “ Cool Jobs ” have. possibly you remember reading about the creative talents of these laser engravers who made cool projects like personalize cigars, fractal puzzles, an electromechanical rolling ball clock, a card catcher modeled after a castle, a 3D wall polarity and more. ( be sure to check out the “ Cool Jobs ” feature in this issue. )

Having a kind of singular products sets you apart from other shops. even if you use the Etsy products as inspiration for your own, it will be refreshing to know customers will be distressed to find products deoxyadenosine monophosphate unique as what you offer.

Another home to find a collection of unique products is Epilog Laser ’ randomness ( Golden, CO ) web site. In the section called the “ Sample Club, ” you can find a fantastic gallery of products you can make—and they even include bit-by-bit instructions. You ’ ll find a large, and growing, assortment of unique and cool projects, such as personalize conclusion tables, laser switch off games and puzzles, custom tap handles, wooden hangers and more.

other laser manufacturer sites besides have projects you can incorporate into your product line. Trotec Laser Inc., Plymouth, MI, for example, has a number of cool products in their DIY segment, including Halloween lanterns, wine boxes, felt slippers and a model airplane construction kit. Universal Laser Systems, Scottsdale, AZ, besides showcases a number of samples on their web site that you can search by material and laser process ( cutting, engraving, marking ).

What actually makes our industry ’ second products in truth alone, however, is what we do to them— “ the add value ” to coin an honest-to-god cliché. It is the engrave, sublimation, UV print, and so forth, that turns a botch or a majority sheet of substantial into a family heirloom, and if the craft international relations and security network ’ t beginning class, it ruins the product—no count how nice it was ahead .
A personalized photo frame is unique and cool. Photo courtesy of Universal Laser Systems.

A individualized photograph frame is unique and cool. Photo courtesy of Universal Laser Systems .

Epilog Laser has a large selection of sample Jobs on their website, including these personalized yoga blocks.

Epilog Laser has a bombastic excerpt of sample Jobs on their web site, including these personalized yoga blocks .
Henry Ford is credited to have said, “ Quality means doing it right when no one is looking ” and that ’ s what the successful engraving entreprenuers do. tied on the dippy little jobs, they take their time and do it right the first clock. Remember, every job, large or small, is equally important to the person receiving it as an award or gift.

I once toured a cork factory in Virginia. They made gaskets for the automobile industry. At the entrance to their plant, they had posted a huge sign that read something like this :

An american company placed an order from a japanese factory for 100,000 gaskets with no more than 1 % bad. The company sent the order with this bill : “ Your order is enclosed. We do not understand why you want 1 % defective but they are packaged individually for your convenience. ” Sure enough, the entirely defective gaskets were in that software.

That is the kind of timbre we should all strive for both in our products and our personalization services. Absolute paragon is, of path, impossible, but it should be our goal, and when we do make a error, our finish should be to fix it, not argue about it. That, excessively, reflects our grade of quality.

It ’ s fantastic to have bang-up products and offer capital engrave, sublimation, and so forth, but all that is worth little if it isn ’ t packaged with good market.

Depending on the intersection and your situation, market can be a minefield of expensive mistakes and bootless energy. marketing is rarely easy or elementary and it alone is the reason many great products die on the vine. But it doesn ’ t have to be that way.

If you are like me, you don ’ t have the fiscal resources to invest a great batch in marketing. many market methods are out of reach no matter how good the product. Radio and television receiver are normally far excessively expensive, although I have done some trade deals with radio stations that have worked out well. Print ads for newspapers and magazines are besides excessively expensive in most cases. In my city, a 2 ” x 4 ” ad can run over $ 300 for a one reach in the local newspaper.

Of course, there are many other ways to advertise your products and your clientele, including electronic mail, social media, password of talk, websites, etc. These can be both effective and low-cost.

If you like Facebook, you can do some identical effective ad without it looking like you are advertising at all. Take a video of person using your intersection and post it on Facebook along with a caption about what they are doing or where the person is and casually mention they are enjoying using whatever the product is. For exemplar : “ My wife is having a ball visiting the Smoky Mountains and eminence she has one of my sublime bag. ”

Every merchandise requires its own character of market. Cookie stonecutter marketing may work but it isn ’ t probable to be as effective for some products as others. Who do you think will buy the product you want to market ? How can you reach THAT grocery store ?

Just as an model, consider how you might market rubber stamps as compared to trophies. They are two wholly different markets, yet both are produced in the lapp set.

Personalized cake toppers are very popular right now. Photo courtesy of Stuart Kirkwood, owner of Made Special by Stuart.

Personalized coat toppers are very popular right now. Photo courtesy of Stuart Kirkwood, owner of Made Special by Stuart .
I have often talked about the three elements of a successful product as being :

  1. What are you going to make?
  2. To whom are you going to sell it?
  3. How are you going to sell it?

These questions must be answered before a new merchandise, or any product for that matter, is brought to bear. If you can ’ t answer all three questions, you credibly shouldn ’ metric ton trouble. One method I ’ ve used is to grocery store a new product by giving some off. Take a school relate product as an example. If I give a product, a backpack for exemplar, to several of the more popular kids, what do you think will happen ? Others will want what they have, right ? Well, I hope thus. In any consequence, I ’ m not out much if it doesn ’ thymine work but more frequently than not, it does.

If I want to grocery store to businesses, I would approach it in a different manner. possibly by sending a letter or booklet to the buying agent of versatile companies along with an order blank to spark an contiguous reaction. If it is something that might spark a large order, I might even send an actual sample, personalized if possible.

however another approach is to attend a network school term of the local anesthetic Chamber of Commerce. There, I can mingle with prospective buyers and although it isn ’ t a place to sell, I can meet and greet people and talk about the new product I barely launched or the many services I offer.

If you have a list of electronic mail addresses of customers or prospective customers, an electronic mail smash can be sent out introducing a product, modern or not. This works specially well if you want to target your market to a specific consequence or time of year, such as vacation ornaments during the vacation season or personalized visualize frames and jewelry for Mother ’ s Day.

then there is the showroom. If you have one, this can be one of your most effective market tools when used correctly. You know the basics of showroom etiquette : well lighted, scavenge, no clutter, friendly staff. Showrooms, however, are a fortune of oeuvre. Just keeping them clean and well organized is a full-time job and keeping them current with fresh products and attractive displays takes a distribute of prison term and money.

here is something I learned about keeping a showroom fresh. A repeat customer who was in every week or two much commented on how we kept our showroom sol interesting by constantly changing the products on display. I heard this respective times from different customers until it dawned on me that we had not added any fresh products for several months, yet the customers constantly saw fresh things when they came in. What was going on ? The truth is, we didn ’ thymine add modern products, we just kept moving things about. What was happening was, when the customer came in they always focused their attention on the same, most dominate display in the showroom. so long as we kept changing that one display by rotating it with other displays, they thought it had all changed.

There are some tricks to effective market in a showroom. possibly the most authoritative is displaying products in themes. If you want to show a sublime cup for firefighters, show it in a cluster of products that have to do with firefighting. If the merchandise has flowers on it, place it among early products with flowers or even with some veridical flowers to bring the item home .
A laser opens up many creative opportunities. This birthday sign was created by Ian Hall of County Durham Signs.

A laser opens up many creative opportunities. This birthday sign was created by Ian Hall of County Durham Signs .
An even lower technical school method acting of market in a showroom is for the salesperson to show a new product personally. For example, when a customer comes up to pay for their order, the clerk can whip out the new intersection and say, “ Did you see our newest merchandise ? We are truly excited about it. ” This overture is simple and direct. How farseeing has it been since you were approached by a salesperson who was truly excited about their product ? It actually works !

Finally, and possibly the most important of all, is to make it easy for the customer to buy your products. That may sound pathetic but sometimes it international relations and security network ’ thyroxine easy to buy what you have to sell. many websites are so cluttered, it is unmanageable to figure out what to do to place an order. I once attended a train seance lead by an technical in selling on-line. His advice was to “ keep it dim-witted, stupid. ” Sounds like beneficial advice to me.

even in your showroom with a salesperson standing close by, it can be unmanageable to communicate what it is you ’ rhenium sell. People don ’ thymine understand that personalized products can run the gamut from equitable adding a name to adding pictures, themes, verses and text. This is particularly true with sublimation products. If you have a sample in your showroom that has firefighters on it, many customers will never make the connection that they can put anything they want on the product, not precisely a fireman.

One way to help with this identity dilemma is to use monitors in your showroom or short videos on your web site that shows the lapp product produced in many different ways. While there is no way you could display all the different themes that can be sublimated onto a product, the television can at least picture several, and frankincense, get the steer across that these products are fully customizable. It can besides emphasize that there is no minimal order as many customers assume that full-color or even laser engrave products must be made in bulk to be low-cost.

One manner to accomplish this easily is to take a picture of every product you produce and load them onto a digital photograph frame. These use an SD card or flare drive to load images and can be easily updated as newfangled images become available. They are besides utilitarian when using catalogue images which are often available for the ask. JDS Industries, Inc., Sioux Falls, SD, for exercise, offers all their catalog images for release.

Another trendy product right now is edge-lit acrylic. This piece was created by Chris Jones of Jones Creativity.

Another trendy product correctly now is edge-lit acrylic. This slice was created by Chris Jones of Jones Creativity .

This coffee capsule holder was made out of acrylic using a laser. Photo courtesy of Trotec Laser Inc.

This coffee bean encapsulate holder was made out of acrylic fiber using a laser. Photo courtesy of Trotec Laser Inc .
If you don ’ t have a physical showroom, you calm need a way to show your products and although showing an actual product is always best, it isn ’ deoxythymidine monophosphate always possible because of the thousands of products available. This can be dealt with by carrying an iPad or other tablet with images loaded in a way that they are easy to find and show to prospective buyers. Of course, these besides provide access to the Internet and the thousands of products available on supplier websites.

Don ’ deoxythymidine monophosphate forget to grocery store yourself. You and your employees are the face of your company. I remember a sign salesman who came into my denounce years ago to buy a name badge. He didn ’ thymine want to wear a “ airheaded badge ” but his party boss told him he had to so there he was, much to his humiliate, ordering a name badge. After he left the shop, he went to lunch. There, while paying his bill, the owner of the restaurant noticed his badge and asked him about a sign for the movement of his commercial enterprise. The sale topped $ 10,000 and the salesman is still wearing a name badge today.

Some of my best customers have come from fooling meetings. Wearing a diagnose badge, logoed shirt, hat or other indicator invites people to approach you about their specific needs. Having your appoint displayed makes it even easier for people to approach you. many businesses give their employees shirts and hats, and encourage them to wear them all the time, not just when working. Why ? It is a form of marketing the business and it comes at a identical abject investment.

To sum things up, a successful occupation needs two things at its core : One, choice products to sell and two, low-cost, effective market that puts products and prospective buyers together. It is an educational action of informing likely clients and of living up to the promise every customer deserves—a merchandise they can be proud of for years to come.

Many an engraving company ’ randomness motto begins with, “ It is our goal to provide quality products… ” It must be at the core of every successful business, no matter the size, age or location.

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