Manager’s Desk: Cheap marketing can have an impact

Having worked in manufacturing since 1992, I’ve learned many things about machine shop marketing and branding from fellow shop owners. Some spend, literally, no money on marketing while others spend a lot. I’ve also learned what works and what doesn’t.

Some shops occupy a distinct and reputable niche due to their making a certain type of part very well or having a specific expertise. Marketing isn’t necessary for them because they already generate enough business. Others need all the marketing help they can get because they are willing to produce whatever fits in their machining centers. Then there’s the majority of shops, which fall somewhere in between.

If you’re a niche manufacturer that doesn’t need to spend marketing dollars to attract or retain clients, congratulations! For all others, potential customers can’t order parts from you if they don’t know you exist. How do you attract prospects while getting the quickest return on investment? There’s no single answer that fits every company. But you should know that effective marketing and branding don’t have to be cost-prohibitive.

Here’s an example from my experience: For many years, our shop rented uniforms from a large company. A complicated, long-term contract governed the relationship—and was written to the rental company’s benefit. Eventually, we encountered so many frustrating issues we decided it was best to forego this relationship.

Instead of renting, we bought our own official work uniforms, which proved to be a cheaper and simpler alternative. We wear short-sleeve T-shirts for warm weather and long-sleeve versions for cold weather. Nothing fancy, just decent-quality shirts with our logo screen-printed on them. They provide a professional look without the contract hassles.

Eventually, employees started wearing the shirts away from work as well, promoting the company during off-hours. After many years, these T-shirts have effectively branded our shop in our area for a mere $10 each. The long-sleeve shirts, in particular, have been well-received, with everyone from clients, vendors, friends and neighbors requesting one. As a result, I’ve seen nonemployees wearing them in public.

Another marketing program that’s been inexpensive for us is printing and distributing calendars. A few years ago, we designed a new, larger calendar. Eventually, clients and suppliers started asking for them. The calendars, which cost a few bucks apiece to print, are a cheap way to promote our company year-round. I see them hanging in offices and shipping departments all over the place.

Of course, we’ve tried other ideas that didn’t catch on or do any good. Live and learn. For us, I can confirm T-shirts and calendars are effective at generating business. They promote name recognition, phone calls and emails, and provide constant branding—day or night, rain or shine—for a very small investment.

Maybe a shirt or calendar won’t help you promote your shop, but something else will. Find it. Your branding efforts will build awareness of your company and create credibility for your business when seen in a professional setting. And, as I’ve learned, marketing doesn’t have to be costly.