November '22

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G R A P H I C S - P R O. C O M N O V E M B E R 2 0 2 2 • G R A P H I C S P R O 8 7 same time. From a customer standpoint, we have really been able to expand the in-house line of products that we offer, which is very important to our company. e more items we can offer, the more we keep the customer coming back in the door, and the more we can offer online for customers with one-piece orders. ENGRAVING AS MARKETING Many do not look at laser engravers as a great marketing piece of equipment. What do I mean by that? Our company knew right out of the gate that we initially did not have many customers with our new laser equipment, but the important piece was getting everyone's attention. How do you do that? Simple! One way is to always have extra blanks on site, and when you have an existing customer that is great to work with, take five minutes and laser a tumbler in front of them and let them know they can take pics and video of it running their logo. ey will post it all over social media and tag you, and it costs you under $10 to do so. Another way we market this is by us personally taking pic- tures and video of the machine running and posting this on all of our social media platforms. Few people know anything about the customization process. So, let them have a sneak peek and get them excited about how their products are made with your equipment. As a business owner myself, I really wanted you to get a full view of what you are investing in. It is a process that can really help you out financially and takes very little space, but like any process, you must be committed to learning, maintain- ing, and growing it. GP Howard Potter has worked in the promotional industry for 17 years, from designing to building brands and a family-owned business. He is the co-owner and CEO of A&P Master Images LLC with his wife Amanda. Their company offers graphic design, screen printing, embroi- dery, sublimation, vinyl graphics, and promotional items. Howard, his family, and the business reside in Utica, New York. For more information, please visit mastery-

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