Fabricators face more competition than ever before, and if they do not have a marketing strategy in place, there is a good chance their customers will not notice them. In addition to local competition, many fabricators also have to compete against Big Box stores such as Home Depot, Lowes and IKEA. For these reasons, it is important for fabricators to promote their business and let potential customers know what services they can provide.
According to marketing specialist Marty Gould, homeowners tend to gravitate towards Big Box stores because there is such a high name recognition. If a fabricator is not affiliated with one of those stores, the odds are the job is going to someone else. “The other reason is the decision for a customer to remodel a kitchen or bathroom is a very long cycle,” explained Gould. “They take a very long time to make a decision. They don’t just wake up on a Wednesday and say, ‘Oh hey, let’s put in new countertops.’