O&MM Fabricator - May/June 2016 - (Page 38)
Be Smart with your
LINDA M. ERBELE
ost people are looking for a way to increase sales - but
between the high cost of advertising and the complexity of
"marketing," a lot of fabricators tend to procrastinate or find
a college student to create a website and hope for the best.
"Many people will call in a marketing firm and place an
ad or hire a graphics person," says Paola Versano, principal at BenFab Architectural Metalwork in Landsdowne,
Pennsylvania. "They'll give you a lot of pretty pictures. You
could end up spending a lot of money and not achieve what
you're looking for."
Versano, who has a marketing degree and 15 years experience in business-to-business marketing, co-owns the
company along with Bill Bendinelli. Even Bendinelli had
put marketing on the back burner while he worked on other
aspects of the business. That was when Versano put her
experience into action.
While the operation of a fabricator is different for many
businesses, Versano says there are five steps that are basic
for all businesses that begin marketing. She has used these
steps with small local companies and large international
ones. The first step, she says, is to determine your strategy on a high level. For example, "grow my business by
"What are you trying to achieve - grow my residential
sector? Penetrate the business sector? Increase post and
picket sales?" she says.
Versano used to be a partner in a marketing firm. She
says they spent a lot of time simply talking to people about
what they wanted their marketing efforts to accomplish.
"Take a step back and think about what you're trying to
achieve," she states.
She also says that a lot of people don't have the discipline
to sit through these kinds of meetings on their own. But it
can be done.
"The goal for Living Design Studios in LaFayette, Colorado
is to increase the awareness of its abilities with architects
and engineers," says Jonathan Falk, general manager. So
they invite them to lunch at the shop.
"We find bringing people here is really good marketing,"
For example, a commercial contractor in Denver came
up with something the company was interested in, so they
lined up a good local caterer and invited the contractor and
architect to lunch.
38 | May/June 2016 * O&MM Fabricator
Table of Contents for the Digital Edition of O&MM Fabricator - May/June 2016
LETTER FROM THE EDITOR
NOMMA Education Foundation
TIME- AND MONEY-SAVING TIPS FOR WELDING JIGS
THE COLLECTIVE MIND GATE SERIES — PART II
THE ENGLISH ARTIST BLACKSMITH — KEEPING AN ANCIENT TRADITION ALIVE
BE SMART WITH YOUR MARKETING EFFORTS
SEO IS NOT DEAD
New NOMMA Members, Iron Club Members & Rust Free Club Members
Nueva Castilla Co. – Celebrating 50 Years in Business!
Index of Advertisers
O&MM Fabricator - May/June 2016