O&MM Fabricator - May/June 2016 - (Page 38)

BIZTALK Be Smart with your LINDA M. ERBELE M 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 15 percent." "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," he says. 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

PRESIDENT’S LETTER
LETTER FROM THE EDITOR
NOMMA Network
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
Supplier Members
New NOMMA Members, Iron Club Members & Rust Free Club Members
Industry News
Products
People
Nueva Castilla Co. – Celebrating 50 Years in Business!
Index of Advertisers

O&MM Fabricator - May/June 2016

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