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What are your ideas for a good Marketing Strategy for our small custom sign businesses? I've tried several things. Mail was always a good way in the past but not so much now....
Any good ideas out there?
We're a float, but this is definately the polar opposite of last year. I have a gazillion proposals out, as do many of my customer's businesses, just waiting for more bites....
I wonder if our market is getting saturated as many of these other companies that are going out of business (Circuit City, etc...). I know talent is the difference, but it seems like my prices are stagnating or going backwards. Could be my area, not sure. I do know that I used to charge $85 a sq/ft for a Sandblasted sign back in 1995. This was almost 13 years ago. Now I'm lucky if I can get that.
Maybe I'm doing something wrong.
Maybe I'll go into the toilet paper busniess... LOL
I've been there. IMHO, first and foremost you need to work on building credibility. Its the most important asset any company can have. The credible you are, the more you can charge and the easier it is to sell.
So, how do you build credibility? Its a combination of things ranging from salesmanship, to image, to performance.
If things are slow.....
....now is the time to make some samples of the type of work you want to do.
....now is the time to spruce up the shop inside and out. This could be anything from putting a fresh coat of paint on the walls or doing a bit of landscaping outdoors.
....now is the time to get involved with the community and do some networking (which you should be doing regardless).
....now is the time to reletter the truck and make it look like you just got something new.
....now is the time to start addressing "thank you" cards to send to your past clients.
....now is to print up and deliver some fliers and printed t-shirts to the local businesses.
....now is the time to begin putting together a mailing list, print up some postcards and mail them out.
....now is the time to a evaluate your own person appearance as a professional. Instead up dressing in a t-shirt and worn out jeans, move up to an embroidered sport shirt and a new pair of jeans. Get a new hairdo. (i.e. - work in your personal image)
....now is the time to call on past clients to ask them what you can do to provide better service (not a lower price).
....now is the time to look at your market to see what other services offer so you can expand you customer base. What other similar fields can you expand into. Keep in mind that you don't have to do everything in-house. Look for wholesale services that only do work for the trade. This can be anything from business cards to screen printed shirts to embroidered caps and so on.
Is the market saturated? Yep. Does it matter? To a point. Just remember, if you've properly positioned your company to your market you won't have competition. You are the competition.
posted
Diane, everything Glenn said is 100% spot-on. I was so slow in 2005 that I had to get a real job. Thankfully business did pick up, and I have been busy since January 2007. (hope I don't jinx myself!) Getting a website helped. I see you have a nice one. Your work is excellent and should speak for itself.
I think, in these times, people might be interested in learning the advertising value of a good sign or vehicle lettering job as opposed to a YP ad or some such. You might take that tack. Maybe refresh your website and also get new bizcards printed up. Put them on every bulletin board at every store in town for starters.
I agree wholeheartedly that our business has been saturated by hacks with FleaBay plotters. But after a while, the client who bought cheap ineffective signs from them will come back to real sign makers. And the hobbyist "sign" maker will get bored and move onto another hobby.
I have three "big" jobs to crank out right now. I have noticed a run on magnetic signs, on which I have raised my long-time price. One of my customers even agreed with me about the advertising value of signs and ordered more.
I have been doing more logo design work, which is enjoyable. I also am helping out more in the community, making myself visible so people see me and remember that they need a sign.
Unfortunately, we may all soon be making a lot of going out of business signs. But there will still be work. I would not lower my prices, nothing else has come down in price, and supplies cost more. Good luck. Love....Jill
Posts: 8834 | From: Butler, PA, USA | Registered: Jan 2001
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Hiya Diane, I agree with Glenn 100% too. Around this time of year, when things get a little slow, start calling on the better clients to wish them a happy holiday and start prospecting for next year. Besides getting your business into better shape, it's a great time for construction, landscapers, etc. to do the same. You can make a big push for the end of the year saying spend your money now to beat the new administration tax increases.
Havin' fun,
Checkers
-------------------- a.k.a. Brian Born www.CheckersCustom.com Harrisburg, Pa Work Smart, Play Hard Posts: 3775 | From: Harrisburg, Pa. U.S.A. | Registered: Nov 1998
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Something else you can do is create a newsletter of sorts to send out to businesses on how you can help their business "during this economic downturn."
Explain how first impressions are so important and offer a maintenance service. I just did something similar a few weeks ago. My $20 investment netted me a $600 repaint on a sandblasted sign I did 10 years ago.
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That's all great advice. I'll definately follow. We have some of those ideas in the works now.
This was all triggered by my local Yellow Pages sales person (a badger of a sales lady) bugging and bugging me. I don't think Yellow Page ads are working and haven't gotten much from them in 13 years. They're currently costing me $1200/yr. Money I think I could spend better on other advertising strategies.
My Dad and Brother keep trying to convice me I need a partner. I'm so on the fence. It would be nice to share the responsibility so I could work each element fully - which I think is necessary for a profitable business. I don't think they understand our industry. They're both successful in their own businesses but they don't make what they sell. I don't think they understand our passion for our business. I definately feel the pressure from the paperwork and sales. I'm not the best sales person. I've considered taking some classes.
We did just remodel the shop and I have some great subcontracting going on. I just feel I'm at my limit some days but am not making more of a profit.
I'm going to make a new business plan and rework my goals. I need to follow thru. (web redesign, learn better sales, learn more about digital graphics, etc....). I'm so lucky I have work so I can't complain. My competition has become bruital so I have to keep positive and market, learn new skills rather than worry.
Thanks again for all your good advice and honesty. I truly appreciate you taking the time. Best wishes to all for success a nice holiday season.
-------------------- Summit Signs 231 Victoria Rd Venice, Fla 34293 sales@summitsign.com http://www.summitsign.com Design Is The Difference. Posts: 271 | From: Venice, Fla | Registered: Mar 1999
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Diane, I am not a fan of "partners", but it is nice to have employees, after years of flying solo. I started planning to shift my role from a one man shop to an employer about 4 years ago. The book "Rich Dad, Poor Dad" helped me see the merits of running a business that could possibly run without me. At the time, I absolutely could not afford to even be sick, let alone take a vacation, and clearly my business could NOT possibly run without me. Then I came across Michael Gerber's Book, "The E Myth Revisited" I would have to say that book really pushed me into action. The last 5 years have seen a lot of growth for me as a person, and for my business.
I'm very concerned about my competition. Moreso than ever. I'm just going to work hard on everything you guys & gals said. Take it one day at a time. I'm not sure what else to do. I guess there's no chrystal ball.
"They" say it's never easy being in business. I just don't like the sleepless nights after 13 years. Maybe get up and work on the website at that time. Ha Ha.
I guess this is the "obstacle" that I mentioned below. Life ain't boring. Plenty to do. I just hope it's all worth it. Do any of you ever wonder about working for someone else? I don't know if I could go back to that. I really do want a creative partner though.
It's all in the mindset right?....
Have a great week! Thanks again.
-------------------- Summit Signs 231 Victoria Rd Venice, Fla 34293 sales@summitsign.com http://www.summitsign.com Design Is The Difference. Posts: 271 | From: Venice, Fla | Registered: Mar 1999
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I had many sleepless nights worried sick about how I was going to feed my kids. But the only thing worrying really does is to make you feel worse. It is not a constructive thing to do. Can't sleep? Get up and do what you said about the website. Or read some of the books Doug suggested. Let the competitors underbid themselves right out of the business. As for working for someone else, I have never done it in the biz. But I did like that bi-weekly paycheck from the hardware store. It bought groceries! And with my phone company, I get a free one-line listing in the local YP just for having a business number. That's really all you need. Make sure your website address is in all the local free Internet seach engines. I think people barely use the YP nowadays.
Posts: 8834 | From: Butler, PA, USA | Registered: Jan 2001
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Great website Diane and beautiful work. That speaks of your marketing skills and understanding of the importance of portraying a professional image. You sound like you already have a good grasp on things, just fishing for some added ammunition. Slower times are a great opportunity to tighten up some of the loose areas in your business. Do up a new sign, reorganize your shop, send away for samples, design or revamp professional looking templates for sending away your logo design or shop design images. Reorganize that paperwork and set up a schedule to follow to make it a daily routine, rather than a feared chore. Or maybe just take a long deserved holiday, you'll come back feeling revived. I might be the only person here that believes this, but I think things will turn around sooner than most expect. Maybe that is the eternal (or is it infernal ) optimist in me, but it beats the heck out of working yourself into illness over something that you have very little control of. Take a drive around and make notes on those who can use your services. Approach each one individually with a game plan as to how you can help them survive the economic crunch. Start small and build your confidence if it isn't your strong point. Little jobs for a client that are followed through in a professional manner can build confidence and trust in you that will lead to greater things. As far as I see it, you have the right mindset, instead of a "poor me" attitude, you are reaching out and looking for proactive ways to improve your lot. That tells me your chances of sucess are good. Good luck.
-------------------- “Did you ever stop to think, and forget to start again?” -Winnie the Pooh & A.A. Milne
Kelly Thorson Kel-T-Grafix 801 Main St. Holdfast, SK S0G 2H0 ktg@sasktel.net Posts: 5496 | From: Penzance, Saskatchewan | Registered: May 2002
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Wow! You guys are so great. I sincerely appreciate all of your help.
I'm going to focus on time management and read those books and set some goals and maybe the shop will grow.
I'm intimidated by the hiring process but I would love to have a creative partner in here. Even if it's just a kid with some good design skills. I had a girl here for a bit a while ago and she was a great worker but not a self-motivater. She's my good friend's daughter - an art major. I think a design partner or just someone to share the load with is one of my goals for the next year. Maybe it's as simple as hiring a bookkeeper or something like that... I'm going to really sit down and focus, read and then put a good plan into action.
I am going to read the books that Doug suggested. I think "divide and conquer" is a way to go with responsibility. It's tough to relinquish responsibility though (for me personally). Like diving off the high dive. LOL!
Thanks again!!
-------------------- Summit Signs 231 Victoria Rd Venice, Fla 34293 sales@summitsign.com http://www.summitsign.com Design Is The Difference. Posts: 271 | From: Venice, Fla | Registered: Mar 1999
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Just do not fall into the trap of giving responsibility away blindly. This will only re-affirm your fear that you can't give it away.
I see this all the time, especially with small businesses. You know in your mind how things are done and have the intrinsic motivation to do those things to the best of your ability. Assuming someone else has the same knowledge and goals will lead to failure.
Managing employees means having a system, even if its just one employee. Do not rely on their past experience and how the did it at the "other shop." Write down your shop procedures, goals, and expectations. TRAIN your employees to operate in the Summit Signs' way and make sure there is no confusion about your commitment to quality.
Go to McDonalds anywhere in the US and you will always get the same cheeseburger. A Budweiser from any one of their plants always tastes the same. The quality of their products is not whether you enjoy the taste, but that it always tastes the same. My point is, quality requires a system whether you have 1 employee or 100,000.
Controlling your system will be much easier then it is for those big companies, but just as important. A Summit Signs' product should have the same quality level no matter who in the shop did the work.
Just having everyone in the shop doing what they "think" is best will result in varying quality, every single time. There is alot of statistical data to support this. Set the procedures right from the start and you will avoid alot of variation.
Of course, the procedure can always be modified after experimentation and experience, but everyone needs to start on the same page and move to the next page together.
-------------------- Dan Beach Cylinder 9 Designs 1650 Glassboro Rd Sewell, NJ 08080 Posts: 625 | From: South Jersey | Registered: Sep 2008
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First, you mentioned writing a business plan. That is a wonderful idea. Many people shy away from writing them and they're doing themselves a huge disservice. As I tell people, it's not about the pretty report you have when it's done. It's about the process. Writing one forces you to stop & really think about every aspect of your business: your competitors, your strengths, weaknesses, your marketing. You may think you're doing that now, but start a business plan & you'll see what I mean. Also, a BP is never done. It's a living document that is most beneficial when it's referred to periodically and updated at least once a year. I have never completed or printed mine. Everytime I work on it, I start thinking about things differently then get way too busy to finish it. That's the purpose of it, to stop & think.
YP ads work in certain areas & with certain businesses. For me, I need to have a presence, but it's basically so customers can find my number. This is small town America, people either know who they want to call before they pick up the YP or they look til they see a name that is familiar, they don't "shop" in the YP, regardless of what the YP sales people try to tell you. Maybe things are different in your town, but from what you said, I doubt it.
You need to think long & hard about adding a partner. A business partnership is like a marriage... only a lot more difficult to get out of. I would think of an employee long before I considered a partner.
Networking is a great tool also, get out there, get people to know you, build relationships. People don't do business with businesses, they do business with the people.
Update everything that Glenn said. (I love Glenn's posts, he "gets" business.)
STOP worrying about your competition. Be aware of what they're doing, but don't put too much energy into it... that's energy you are taking away from your own business. One of my favorite quotes is from Henry Ford, "The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time."
-------------------- Chris Welker Wildfire Signs Indiana, Pa Posts: 4254 | From: Indiana, PA | Registered: Mar 2001
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) optimist in me, but it beats the heck out of working yourself into illness over something that you have very little control of.
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