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Marketing Articles
Marketing is essential for the success of your business. You need to do more than open the door and hope sales come in. You must promote your company, your products, and yourself to current and potential customers. To help you succeed, our industry veterans and marketing experts share their advice for diversifying your product offerings, following consumer trends, optimizing your website, and more. The complete library of articles is a benefit of membership. Not a member? Check out articles marked with an asterisk (*) to view a sample of this valuable member benefit.

“Twenty years ago, when we first started selling ADA signs, there were not many options. Today, the ability to offer full color, standoffs, and special shapes is changing the way ADA signs are produced,” said Jim Robert, CRS, owner of Plastic Engraving Inc., in Gulf Breeze, FL. “ADA signage can be a moneymaker.”

The Old Soft-Shoe: “a speech, explanation, sales pitch, or other set of remarks delivered in a restrained or conciliatory manner in order to persuade, distract, or otherwise influence someone.” —YourDictionary.com
At Champion Awards & Apparel, “we do a lot of stuff to make a living,” summarizes President and CEO Mike Bowen. Champion comprises nine divisions in 40,000 sq ft in Memphis, TN, with $4.5 million in gross sales each year.

Money talks. The question is what your money is saying to you. For most of us, it says, “Use me to grow the business,” or “Invest me for a more secure future.” But sometimes, in spite of your best intentions, it seems that your hard-earned cash is saying, “Bye-bye!” and being spent almost as quickly as it is made. Been there?

For many retailers, the upcoming busy season is a blessing and a curse. It’s an exhausting time, but one that can keep their business in the black for the year. If you don’t have schools as customers, you probably don’t share the bounty of busy season. To do so, you have to offer the right products for the right school level, create and leverage relationships, and overcome obstacles to getting new customers and getting paid.
Adding gift sales to the product lineup at a trophy and awards shop can be a win-win situation for both retailers and clients, with retailers getting a new revenue source and expanded customer base and clients getting more of their needs met by an already trusted source.
In Aaron Wilkinson’s family, selling sports awards is a longtime tradition. As owner of Wilkinsons Trophy & Athletics, a 35-year-old business in Provo, UT, Wilkinson clearly recalls his grandfather saying that trophies are recession-proof—during economic downturns, parents enroll their kids in local sports rather than take pricey vacations.
Your website needs to be something much more than a billboard. Many of you may recall one of Kevin Costner’s better movies, “Field of Dreams.” While walking in his cornfield, novice farmer Ray Kinsella hears a voice that whispers, “If you build it, he will come” and he sees a baseball diamond. Let’s substitute your website for the baseball diamond.
Becoming a laser job shop doesn’t just add customers; it benefits your reputation and helps to grow your business. It doesn’t require new skills or equipment because engraving a trophy plate isn’t that different from engraving a barcode on an industrial tool.
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