Okay, I give up, you don’t have the funds to properly market your company. You don’t have the less than one percent of your revenue that it would take to get your name out there like it should be. Or maybe you don’t want to. Remember the motto of PCB shop owners, “when your sales are low fire your sales people and buy a drill.” So maybe you’re just one of those guys who doesn’t get it. You never had to market your company before so why should you start now. Every time things got hard you just muddled through, cutting corners, and laying off people and holding costs until the business came back…because it always did, sooner or later. You’re not sure why, but it always did. So now even if business is down you see no reason to do anything but the same thing you have always done and that is…do nothing.
Well let me ask you, how’s that going for you? Or maybe I should ask, how did it go for the over one thousand or more North American board shops that have gone out of business in the past twenty-five years? They didn’t do anything either. Some of them just kept buying equipment, equipment that in the end earned their creditors some of their money back. Or they just kept cutting costs to the point where one day, poof! They just disappeared into thin air.
Get this guys, times are not what they used to be. I know that in the seventies and maybe early eighties you could just sit tight and the business would come to you. You didn’t need to market, you didn’t need sales people. Back then all you needed was to build boards and they would come. But back then North America had over eighty percent of the PCB business world-wide and back then there was no Asia factor and back then, well how much are we going to cling to this “back then” stuff. The world has changed get over it, move on and do something about it.
And if finally, you get the point and at last realize that you are going to have to do something, here are three easy things you can do right now to market your company and get your name out there.
- Send out value-added newsletters about your company. They don’t have to be long and they don’t have to be fancy they just should have information that your customers’ can use. The newsletter should be made up of technical information that will help your customers with their PCB needs. They key is to build a data base of customers and potential customers and get your newsletter out on a regular basis, say about every six weeks. This means that with very little effort on your part your customers will be hearing from you on a regular basis. And once you have their attention you can stick in an offer that will serve as a call to action for them to start buying from you.
- Write and publish a regular column. There is something about appearing in print that somehow makes you an expert, whether or not you are one and believe me I know. You can write about a specific technology, or service that your company is good at. Writing a column will go a long way towards branding your company. And once columns are published you can use them for your own marketing efforts as well
- Issue press releases: This is the easiest one of all. Put together and send out press releases about your company when you buy a new piece of equipment or hire a new sales person or a new director of operations, or you are heading to a trade show to exhibit. This will keep your name out in the market and the best part it cost nothing. Done right, a well-written press release is as good as a paid ad.
And speaking of ads, there is one more, always under promise and over deliver. And my apologies, this is a bit of a commercial, but an important one. Spend a little money on some advertising. It cost much less than you think, and a publication such as Iconnect 007 offers special packages for all budgets. And the neat thing is once you are advertising with a trade-zine such as ours there are all sorts of bonus services that you will get; from free interviews to press release publications to even advice on how to send out the right message.
None of these ideas are difficult and except for the last one, none of them will cost you a penny. And by the way doing these things will help you to focus and define your company’s direction which is always a good thing. It’s only common sense.