A New Marketing Concept For Shopsmith

woodburner · Post by **woodburner** » Mon Oct 06, 2008 12:40 pm

Hi Everyone,

Why is Shopsmith hurting financially? I think it is more just an economic thing and some mistakes in marketing that is hurting them right now.

A lot of people say that stopping the live demos is hurting them. But I don't think so. What hurt was the "type" of live demos they did. If they would have taken some ideas from other woodworking tool manufacturers maybe they wouldn't have such a large problem.

An example would be instead of doing these fast demos at stores like Lowes and HD, where most customers are not there to buy woodworking tools anyway, they should have set up a booth at one of the national traveling woodworking shows like the "The Woodworking Show" and "Woodworks".

They could of taken an idea and used a format like Laguna Tools uses at these shows. They set up a booth displaying the tools they offer and have a team there to answer questions and take orders, without the "big show demo" that Shopsmith used for many years. Those type of demos no longer work with woodworkers looking for well-made tools.

They can display a couple of Mark V's, most of the SPT's, and a load of accessories. Heck, I didn't even know that Shopsmith offered a catalog full of tools and accessories until I bought mine. I'm sure many other potential buyers do not know this either. The old demos only showed a fraction of what they have to offer. Their booth should display a large portion of what is offered in the catalog.

Also, the "Woodworks" show offers pay-to-attend seminars on how to use woodworking tools. If Shopsmith used this format at the show it can be used as a replacement for the Traveling Academy they just ended. The seminar instructor would travel with the show and then help out on the sales floor at the SS booth when he can.

Exhibiting the tools at these type of shows will show woodworkers that the SS tools are up there in quality as much as the other major manufactures, and give SS an edge in competing in sales with them. It's time for SS to step-up and play in the major leagues, and not just offer tools to only the garage woodworker.

If Laguna tools and others can make this concept work, and it does for them in a big way, why doesn't SS give it a try too?

Ed in Tampa · Post by **Ed in Tampa** » Mon Oct 06, 2008 1:21 pm

woodburner wrote:Hi Everyone,

Why is Shopsmith hurting financially? I think it is more just an economic thing and some mistakes in marketing that is hurting them right now.

A lot of people say that stopping the live demos is hurting them. But I don't think so. What hurt was the "type" of live demos they did. If they would have taken some ideas from other woodworking tool manufacturers maybe they wouldn't have such a large problem.

An example would be instead of doing these fast demos at stores like Lowes and HD, where most customers are not there to buy woodworking tools anyway, they should have set up a booth at one of the national traveling woodworking shows like the "The Woodworking Show" and "Woodworks".

They could of taken an idea and used a format like Laguna Tools uses at these shows. They set up a booth displaying the tools they offer and have a team there to answer questions and take orders, without the "big show demo" that Shopsmith used for many years. Those type of demos no longer work with woodworkers looking for well-made tools.

They can display a couple of Mark V's, most of the SPT's, and a load of accessories. Heck, I didn't even know that Shopsmith offered a catalog full of tools and accessories until I bought mine. I'm sure many other potential buyers do not know this either. The old demos only showed a fraction of what they have to offer. Their booth should display a large portion of what is offered in the catalog.

Also, the "Woodworks" show offers pay-to-attend seminars on how to use woodworking tools. If Shopsmith used this format at the show it can be used as a replacement for the Traveling Academy they just ended. The seminar instructor would travel with the show and then help out on the sales floor at the SS booth when he can.

Exhibiting the tools at these type of shows will show woodworkers that the SS tools are up there in quality as much as the other major manufactures, and give SS an edge in competing in sales with them. It's time for SS to step-up and play in the major leagues, and not just offer tools to only the garage woodworker.

If Laguna tools and others can make this concept work, and it does for them in a big way, why doesn't SS give it a try too?

Woodburner
Here in Florida Shopsmith was in nearly every major woodworking show until the decline of the Woodworking shows started.

What I remembered most was that most of the "expert" woodworkers that attended the shows instantly turned up their noses at the Shopsmith and the wantabe "experts" simply followed the experts example and walked on by.

I think Shopsmith quickly concluded that this wasn't a paying proposition and stopped attending.

Besides most people that attend major Woodworking shows know thing "Cast Iron/. Everyone knows real tools are made from Cast Iron so if it ain't got Cast Iron it can't be no dang good.

woodburner · Post by **woodburner** » Mon Oct 06, 2008 1:37 pm

Hi Ed,

Thanks for your reply. If you remember though, that is when SS did what I call the "Big Show Demo" and that is what the problem was.

Most woodworkers attending these shows do not like the "preacher" type of demos. They visit the booths where they can ask questions and have the salesperson actually demonstrate a part of the tool they are interested in one-on-one.

If you read my post carefully, that is what I'm suggesting SS should do. No more fast talking demos, they don't work. Have a booth that displays the tools that allows the customer to walk around them and look at them closely. If they have questions, have someone knowledgable there to answer them.

I keep bringing up the Laguna tools booth because that is one I remember the most. The owner of the company was even there to answer questions and give small, informative demos on their bandsaws. If SS followed their example, I think that a booth at one of these shows will work.

As for the demise of these shows, the two I mentioned earlier seem to be growing every year they come through CA, so I don't think their is a problem there.

ryanbp01 · Post by **ryanbp01** » Mon Oct 06, 2008 3:06 pm

I have always felt that Shopsmith needs to "get back to basics". The demo shows were where most, if not all, of new machines were sold. By showing the capabilities of what the SS can do was what convinced me to make my initial investment. By limiting itself to internet or box store (Lowes) sales Shopsmith has been selling itself short. Advertising is where the money is. There is an old saying that "it takes money to make money". How much has been done to expand Shopsmith beyond the loyal base of the forum members? Reading the company history, maybe it is time for the company to get back to its roots. The best way to combat the naysayers that have been posting on this forum is to show that Shopsmith is not only alive and well but is weathering the current financial storm. But we consumers can only do so much. Shopsmith needs to take a more vocal, visible presence in the woodworking community. In this case, I believe silence on the part of Shopsmith will do more harm than good.

BPR

pinkiewerewolf · Post by **pinkiewerewolf** » Mon Oct 06, 2008 3:28 pm

You bring up some great points.
I didn't even know Lowes and Home Depot could order Shopsmith Mark V units until I joined this forum.
With the size of the U.S. I would have benefitted from a presence on the West Coast at the shows. They do skew the woodworking enthusiast's image of a true machine only being one of the machines that participate at the shows. (Like Ed said cast iron, or tilting arbor. psst, I really enjoy the tilting table design, it is more intuitive for my brain's wiring)

dusty · Post by **dusty** » Mon Oct 06, 2008 4:08 pm

I don't really care how Shopsmith gets the word out - just get it out. I love the Traveling Academy but I doubt the TA sells many complete machines.

I have said this before, here on the forum, but it seems that not many agree with me.

I believe that Shopsmith needs to emphasize (and I mean aggressively emphasize) the fact that by using only Shopsmith equipment a complete, full function workshop can be established in less than 400 square feet of shop space. It can be done in much less than that but you bump your elbows every now and then.

Four hundred square feet is about the same as a small two car garage area.

This allows the shop to spread to full capacity when doing woodworking but allows you to pull back into a single stall if the car "MUST" come indoors.

This is all obvious to those of us that already have a Shopsmith experience but to the dreaming wantabe home workshop owner it is not all that obvious. They will never know unless someone tells them.

I even believe that the Sawdust Sessions should have been staged in a area that appeared on camera to be a garage to dramatically make that point. When they return, I hope that someone gives this some serious consideration.

pinkiewerewolf · Post by **pinkiewerewolf** » Mon Oct 06, 2008 5:13 pm

Excellent points Dusty.
My two Mark Vs have been travelling between my garage and an enclosed "sun room" area while any people have them in their basements.
Try that with an overweight cast iron, stand-alone product.

P.S. I have to take them over stairs to get that done.

dusty · Post by **dusty** » Mon Oct 06, 2008 6:44 pm

Pinkie et al, I have moved my Shopsmith from one shop to another no less than twenty times. I few of those were long hauls. To this very day, I do not believe that I have had a single malfunction or incident that can be directly related to these moves. This puppy is transportable. It was designed that way.

What is even more significant is that I have no trouble performing alignments that are very accurate, even after all those moves.

woodburner · Post by **woodburner** » Mon Oct 06, 2008 7:51 pm

Now I know most of you are fond of the old demo concept that SS used to do at the fairs, Lowes, etc. But they quit working, sales dropped, and became to much of a costly burden.

I think bringing them back to what some call the "good ole days" just doesn't work anymore. The buying public makes their purchases differently. How many of you will by an automobile from a fast talking salesman now-a-days? Not many. Those days are gone.

That is why I feel they need to restructure the demo's and follow the example of the other woodworking tool manufacturers. They follow the circuit of the woodworking shows that travel the country once a year, I believe there are two well known shows, and set up booths at these shows.

They display the tools but usually don't offer fast talking demos like SS used to do. They allow you to look over the tools and check them out, and also have a team of reps there to answer any questions you may have and take orders. That is what SS needs to do. No more sales pitch.

If SS set up a booth displaying a couple of Mark V's in various modes, along with showing the SPT's, and a majority of what they offer in the catalog, I think they will start making sales again. No more fast moving demos.

Putting the SS up next to the other manufacturers at these shows will allow woodworkers to make fair comparisons between tools, and show the public that Shopsmith is just as good, and better than most, woodworking tools.

dusty · Post by **dusty** » Mon Oct 06, 2008 8:09 pm

I agree, woodburner, that the Shopsmith needs to make an appearance at these "homeshows" that you describe.

However, I don't know where you find one at which there are no sales pitches. I have been to many and there have been none that I recall where no one was trying to sell something.

There were many from which you could not depart carrying anything that you had purchased. But these, for the most part, had been staged so that you left feeling like you had or were about to purchase something.

As for "fast talking demos". Are you talking about those demos (that I so love to watch) that were put on at the state fairs, Woodcrafters (in the not so old days), Lowes, etc. If you are, you and I never watched the same demonstrator. I never found them to be fast talking or high pressure salesmen. They had a presentation that they put on (which I enjoy) but it was never high pressure (my words) or "fast talking".

As for car salesmen. I know you and I don't buy cars in the same place. I thought it was a prerequisite to be "fast talking and high pressure" to even be allowed to offer a car for sale.