Read why our diversified customer base makes us successful on the Unique Assembly & Decorating blog. Click here to read the full article!
When asked about our company’s success, my answer has always been the same — through both hard work and good luck, we’ve always had a very diverse customer base which has been a big part of our success.
As a service provider, we do not sell a product. This fact always reminds me of a line from Lloyd Dobler in the 80’s classic movie Say Anything when asked about his future.
I don’t want to sell anything, buy anything, or process anything as a career. I don’t want to sell anything bought or processed, or buy anything sold or processed, or process anything sold, bought, or processed, or repair anything sold, bought, or processed. You know, as a career, I don’t want to do that.
While we do not sell anything bought or processed, we are selling our product decorating services – pad printing, screen printing, industrial digital inkjet printing, hot stamping, heat transfer decal decorating and foil banding.
So, regardless of our efforts to grow our business through constant improvement requirements of our ISO 9001:2008 certification, our focus on search engine optimization, pay per click programs or targeted marketing strategies, our company’s success is truly dependent on the success or stability of the industries we serve.
For example, when the auto industry slows down, new models are not introduced and current models are extended. As a result, we don’t see new plastic printing opportunities from the plastic injection molding companies that provide parts to the automotive industry.
Another example would be the boom of cell phone manufacturing in the mid to late 90’s. There were several pad printing companies in the Chicago area that were making a lot of money pad printing cell phone components. A few were operating around the clock to meet the demands. Then, when the molding work was moved to Mexico and overseas – of course – the pad printing work also moved. As a result, several pad printing companies were forced to shut down because their business was tied to one industry.
While we do not have control of the success or the manufacturing of the products we print, we do have control over how hard we work to maintain a wide and diverse customer base. So, by aggressively going after every new opportunity, by taking on challenging projects that others turn down, by maintaining a strong web presence, by taking good care of our current customers and with a little good luck, we have continued to be successful providing our plastic, glass and metal printing services to wide range of industries.
Is customer diversification important in your industry? If so, what do you do to keep a diversified customer base?