Advertising Success Stories
Over the years I have found the cabinetmakers/finishers focus too much on overhead (tools, machines, shops that are too large for what they need). Granted, all these things are important, but you can have the most beautiful shop with the latest equipment. If you don't have any money left for advertising, you're going to go broke! I personally spend about 10k -15k a year and that is in half page ads and brochures. You might also want to try contacting your community paper and asking them if they offer a package. My community paper offers a full page feature on your business if you advertise for 6 consecutive months. There are also plenty of great books on advertising.
From contributor R:
I have found I get by far the biggest bang for the buck from my subscription to a construction data publication in my area that gives me a list of everyone that has taken out a building permit once a week. It costs next to nothing - approximately $350.00 per year plus the mailouts that I pick and choose to send. It yields very good results for our 3 man shop. I am on Vancouver Island, Canada. We do mainly high-end residential.
From contributor T:
Referrals have been, by far, the best for us, but it takes a few years to get there. We've tried them all over the years. TV has been the best, radio second, and newspaper very last. The newspaper could have been used for TP with the same result. We'll see if WW has a sense of humor.
From contributor I:
Sorry, can't comment on rural areas, but interior designers are always my best. When doing custom work, the customer really has to be sold on your shop first, the job second. When you have another professional tell the customer that you are very good and they agree to meet with you, the job is 75% yours. All you have to do then is sell the job. Local furniture stores are also a good place to get references for custom work. Agree with them about a referral fee since they are trying to sell as well.
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