Many people who buy LASER engraving equipment think that all they need is a machine and a wheelbarrow to take the money to the bank.  While the opportunities for profitability are definitely present, the successful laser engravers we know are successful because they market their laser capabilities to their current customers and contacts as well as potential ones.

The versatility of laser engraving makes it advantageous for many applications.  However, this same versatility can create confusion as to how to market laser engraved products, because the products, materials and markets are so diverse. The process does lend itself well to the needs of many markets including: awards, recognition, incentive, point of purchase, manufacturing, industrial, ad specialty, architectural model making, crafts, gifts, collectibles, miniatures, scrapbooking, construction, housewares, funeral, furniture, office supplies, photography, signage, wildlife, sporting goods, and woodworking.  Additionally, many engravers also will find niche markets for their products and services.

The key to getting the most out of your current markets, as well as penetrating new markets, is in marketing.  You need to let your customers and potential customers know who you are, what you do, and why they should do business with you.  There are a variety of ways to accomplish this.  Here are a few of the most tried and tested.

Advertising:  Depending on the nature of your business, geographical location, and the desired customer profile, there are many options for advertising including local phone books and other local directories, newspapers, trade journals, activity programs and calendars, industry directories, local business directories, radio and television ads, and online opportunities.  Where and how you advertise will depend on a variety of factors.  For print ads, have ads developed in-house.  (If you are laser engraving, you do have the graphic capabilities and the creativity to do an adequate job).  Additionally, many companies use signage very effectively as well.  Strategically placed billboards as well as signage in recreational facilities such as hockey rinks, rec and fitness centers, baseball fields, etc. can also be a beneficial.  Check with local radio and television stations as well to find out what opportunities for advertising may exist.  Always track leads so that you can adequately evaluate the results.  And make sure you give the ads adequate time to evaluate before you scrap them. 

Direct Mail:  Direct mail is another popular method of promoting your business. There are a variety of direct mail pieces that work well.  Company newsletters,
Post cards, flyers, letters, etc. can all be used.  Use such items to relate   specials, new capabilities, and company news items.  For optimal results, mail only to identified prospects, and have a follow up plan in place prior to the mailing. Some direct mail pieces can also be included with finished product and/or invoices or left out for customers to take.  

Networking:  Oftentimes, companies use networking opportunities to make profitable business connections. Such opportunities include memberships in local organizations such as chambers of commerce, rotary clubs, trade associations and special interest groups such as Boy Scouts, Ducks Unlimited, Lions Clubs, and local sports associations.  If you are going to join a group for the purpose of making legitimate business contacts, keep in mind that it pays to get involved to maximize opportunities. Always carry plenty of business cards and laser engraved samples.  Nothing sells laser engraving like seeing it.

Public Relations:  Take advantage of free publicity in your area by submitting stories to local newspapers and other publications. Topic ideas can include employee news, equipment purchases, site and/or facility changes, special jobs and/or projects. Additionally, become involved in the community through sponsorships, product donations, fundraising, etc. This will not only improve the community in which you live, it will give positive exposure for your company as well.

Referrals: Your best source for new customers should always be referrals. Treat your customers well and they will refer others to you. Some companies even make the extra effort to ask for referrals from their customers and other contacts.

Showroom: If your business has a showroom or storefront, make the most of it. Use it to display your best work and new product ideas. Change it periodically to include seasonal favorites.  Keep it clean and attractively displayed for best results. You can also use signage and direct mail pieces in your showroom as well to advertise and promote your business.

Web Site: It pays to have a website, provided you do it right.  Again, if you use in-house capabilities to design the website, you can save money.  Many graphic artists do have the skill to design a website in the proper format.  However, you probably do want to hire a service to host the website and position it for you.  Getting your website properly positioned with search engines, means that it will be seen by the desired audience.  Anybody can design and display a website, but getting it to be seen is another matter.  It is worth the cost to make sure it is done right, because a brilliantly designed website does you little good if it is not seen and used. It also pays to use a recognizable domain name. Costs for such services do vary so it does pay to shop around. 

Conclusion