Les Robertson
02-16-2001, 09:57 AM
I read the post on Jens knife and this got me to thinking. There are actually knife makers who have never had a knife in a publication.
Last year the Canadian Knife Makers Guild was nice enough to invite me up to Tronto for their Guild Show. In addition to myself and Bob Neal judging the awards and presenting trophies. I was asked to speak to the members after the business meeting on Marketing and Selling of Custom Knives to the US Market.
During this seminar, I outlined the steps for getting your knives in a knife magazine. Wally Hayes, the President of the Guild stopped me the next day and asked a few specific quesitons in regards to the outline, about one of his new knives. I higlighte some partiuclar steps in the plan for him and he took it from there. Just got my latest issue and there was a 4 page article on Wally and his knives. He was nice enough to call and thank me. As well as invite me back to speak again to the Canadian Knifemakers Guild.
Is having a picture or pictures of your knives in magazines important. Of course it is. A 3-6 page article is worth anywhere between $6,000 and $10,000 of free advertising. Sit down now and figure out what your advertising budget is. Now how many years of advertising would it take for you to spend $6,000 - $10,000?
Next question, which is more effective a 3-6 page feature article written by an "expert in the field" or your 1/6th of a page ad that you run every other issue in Blade or TK or KI?
In the past 42 months I have had knives I represent (all exclusives to Robertson's Custom Cutlery {Vangaurd series} or LDC Custom Knives) in 3 different magazines; Amercian Handgunner, Blade Magazine and Tactical Knives.
This included 7 Feature Articles, 1 Cover and 40 different knives, photograhed, with descriptions and contact information.
If you consider that these Articles have been partly or wholly responsible for approximately 1,500 knives being sold, at an average price of $450.00. That comes to $675,000.00 in sales. If you divide that by 42 months. That is $16,071 per month or $535.00 per day, every day (including holidays, weekends, sick days, vactations, etc.).
This of course does not include residual sales and sales of LDC designed gear.
Up front I want to tell you that this plan is not for everyone. This plan will require you to spend MONEY, devote TIME, have SELF-DISCIPLINE, FOCUS and be willing to do what it takes to achive your goals.
How much MONEY? This will depend on what your goal(s) are. The miniumum will be $1,000.00. However, $2,000 - $3,000 is more realistic. For those of you shocked or rolling your eyes please scroll up until you see the dollar amount $675,000.00. Then reread that paragraph.
For those you who are still interested please continue to read.
If you are not already viewing your knife making as business, you will have to start to do so. You will be responsible for among other things, Strategic Marketing development and implementation (to include a Global Strategy), Concept Development, Production and Resource Mangement and the utilization of different Advertising Tools.
OK here are some FAQ's.
What do you charge for this plan? $100.00
What do I get for my $100? You get the basic outline that you will have to modify to fit your individual business.
Does this $100 allow me to call and ask questions and help develop my plan. No, it does not. If you want me to help develop your business plan that entails a different pricing structure.
How long does it take before I see results? From the time of submission of your information till the time your knife appears in a magazine the time frame will be between 4-8 months. This is due directely to the publishers time lines for article submissions, space available and some other factors (i.e. you make hunting knives and they are doing an article on hunting knives. This may get you in a little quicker or may delay you for two months).
What if I follow your plan and I don't get results? If you do EVERYTHING I have laid out in the plan and you do not get your knives in a magazine I will refund your money.
If you are interested please contact me via email.
In the world of consulting there is a saying. When it comes to business free advice/information is worth every penny you pay for it.
Last year the Canadian Knife Makers Guild was nice enough to invite me up to Tronto for their Guild Show. In addition to myself and Bob Neal judging the awards and presenting trophies. I was asked to speak to the members after the business meeting on Marketing and Selling of Custom Knives to the US Market.
During this seminar, I outlined the steps for getting your knives in a knife magazine. Wally Hayes, the President of the Guild stopped me the next day and asked a few specific quesitons in regards to the outline, about one of his new knives. I higlighte some partiuclar steps in the plan for him and he took it from there. Just got my latest issue and there was a 4 page article on Wally and his knives. He was nice enough to call and thank me. As well as invite me back to speak again to the Canadian Knifemakers Guild.
Is having a picture or pictures of your knives in magazines important. Of course it is. A 3-6 page article is worth anywhere between $6,000 and $10,000 of free advertising. Sit down now and figure out what your advertising budget is. Now how many years of advertising would it take for you to spend $6,000 - $10,000?
Next question, which is more effective a 3-6 page feature article written by an "expert in the field" or your 1/6th of a page ad that you run every other issue in Blade or TK or KI?
In the past 42 months I have had knives I represent (all exclusives to Robertson's Custom Cutlery {Vangaurd series} or LDC Custom Knives) in 3 different magazines; Amercian Handgunner, Blade Magazine and Tactical Knives.
This included 7 Feature Articles, 1 Cover and 40 different knives, photograhed, with descriptions and contact information.
If you consider that these Articles have been partly or wholly responsible for approximately 1,500 knives being sold, at an average price of $450.00. That comes to $675,000.00 in sales. If you divide that by 42 months. That is $16,071 per month or $535.00 per day, every day (including holidays, weekends, sick days, vactations, etc.).
This of course does not include residual sales and sales of LDC designed gear.
Up front I want to tell you that this plan is not for everyone. This plan will require you to spend MONEY, devote TIME, have SELF-DISCIPLINE, FOCUS and be willing to do what it takes to achive your goals.
How much MONEY? This will depend on what your goal(s) are. The miniumum will be $1,000.00. However, $2,000 - $3,000 is more realistic. For those of you shocked or rolling your eyes please scroll up until you see the dollar amount $675,000.00. Then reread that paragraph.
For those you who are still interested please continue to read.
If you are not already viewing your knife making as business, you will have to start to do so. You will be responsible for among other things, Strategic Marketing development and implementation (to include a Global Strategy), Concept Development, Production and Resource Mangement and the utilization of different Advertising Tools.
OK here are some FAQ's.
What do you charge for this plan? $100.00
What do I get for my $100? You get the basic outline that you will have to modify to fit your individual business.
Does this $100 allow me to call and ask questions and help develop my plan. No, it does not. If you want me to help develop your business plan that entails a different pricing structure.
How long does it take before I see results? From the time of submission of your information till the time your knife appears in a magazine the time frame will be between 4-8 months. This is due directely to the publishers time lines for article submissions, space available and some other factors (i.e. you make hunting knives and they are doing an article on hunting knives. This may get you in a little quicker or may delay you for two months).
What if I follow your plan and I don't get results? If you do EVERYTHING I have laid out in the plan and you do not get your knives in a magazine I will refund your money.
If you are interested please contact me via email.
In the world of consulting there is a saying. When it comes to business free advice/information is worth every penny you pay for it.