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.