Slow? Rev Up Your Machines & Your Marketing!

When business slows down, job shops often react in predictable ways—they tighten their budgets, cut spending, and scramble to find new work. Panic can set in, leading to rushed decisions and a reluctance to invest in areas like marketing, which are seen as non-essential at that moment. However, while understandable, these reactions can sometimes do more harm than good. Instead of simply trying to weather the storm, job shops can take proactive steps to strengthen their business, improve efficiency, and position themselves for growth when the market rebounds.

During periods of slow business, manufacturers have a unique opportunity to tap into the full potential of their existing machines to generate additional revenue and foster innovation. By repurposing equipment for alternative uses, businesses can maintain steady cash flow, reduce downtime, and uncover new markets. This proactive approach not only offsets the costs of idle machinery but also strengthens the company’s adaptability and brand visibility. Whether through overflow partnerships, offering specialized training or workshops, or collaborating on creative projects, leveraging shop equipment during quieter times benefits manufacturers by keeping their operations dynamic, workforce engaged, and business resilient to market fluctuations.

Industrial manufacturers can creatively repurpose their machines during slow business periods to generate additional revenue in several ways, including:

• Take on Overflow Work from Busy Shops in Similar Industries: Many shops struggle with capacity constraints when demand spikes, and they may be willing to outsource work to a trusted partner rather than turn down business. Job shops can position themselves as a reliable overflow resource by building relationships with other shops—whether through industry networks, trade associations, or direct outreach. This approach allows them to stay within their area of expertise while keeping their machines running and workforce engaged. Additionally, taking on overflow work can lead to long-term partnerships, ensuring a steady flow of projects even when business slows down.
• Workshops and Training: Hosting workshops or training sessions for engineers and students is an excellent way for job shops to market their capabilities while generating new leads. By partnering with industry associations, they can offer paid workshops tailored to professionals and students seeking hands-on experience with advanced manufacturing techniques. These events not only position the company as an industry expert but also create meaningful opportunities to connect with potential customers. While hobbyists may not be the primary target for such initiatives, engaging engineers and students can lead to future business relationships. Most of these workshops would likely be free, serving as a strategic investment in lead generation—either by attracting new prospects or nudging those already in the pipeline toward submitting an RFQ.
• Collaborative Innovation: Collaborating with designers, artists, or even local government projects can be a strategic way for job shops to showcase their expertise while gaining media attention. Rather than venturing into unfamiliar territory, these partnerships should highlight the shop’s core capabilities in a fresh and creative way. For example, a job shop could work with a city or town on public infrastructure projects, such as custom metalwork for park installations, signage, or decorative elements that require precision manufacturing. Partnering with a well-known artist with a strong following can also generate exposure, especially if the project aligns with the shop’s technical strengths—such as intricate metal fabrication, high-precision machining, or unique material applications. These collaborations are less about direct profitability and more about marketing, brand positioning, and keeping machines running during slow periods while demonstrating the shop’s versatility and innovation.
• Refurbishment and Repairs: Many manufacturers and industrial facilities have aging machinery that needs maintenance or component replacement but may not have the in-house capabilities to handle the work. By offering precision machining, welding, or fabrication services for equipment repair, job shops can create an additional revenue stream while strengthening relationships with other businesses in their region. This service can be particularly valuable for industries that rely on specialized or obsolete equipment, where replacement parts are difficult to source. Promoting this offering through local business networks or industry associations can help bring in new customers who may require full-scale manufacturing services later.
• Diversified Product Lines: Utilizing existing equipment to produce seasonal or trending products that align with market demand. By identifying gaps in the market or collaborating with local businesses, job shops can create short-run, high-margin products that keep their machines running and cash flow steady. Additionally, offering rapid prototyping and low-volume production for emerging trends can position the shop as a go-to resource for businesses looking to test new product ideas without committing to high-volume orders.
• Sustainable Manufacturing: Instead of letting excess metal, plastic, or other industrial waste go unused, shops can reprocess these materials into functional items or components. By promoting these eco-friendly offerings, shops can appeal to environmentally conscious businesses and consumers while reinforcing their commitment to sustainability. Also, partnering with companies prioritizing green initiatives—such as those in renewable energy, sustainable packaging, or eco-friendly construction—can open doors to new business relationships. These efforts reduce waste and provide a cost-effective way to keep machines running and generate additional revenue without the expense of new raw materials.

To avoid falling into a reactive scramble when business slows down, job shops should begin planning and forming strategic relationships during busier times. Having overflow partnerships in place, training events mapped out, and creative collaborations already underway ensures shops can pivot quickly and stay active even during downturns. This foresight positions shops to maintain cash flow and reinforce their presence in the industry, while competitors may be retreating. The goal is to enter a slow period not with panic, but with plans already in motion—turning what could be idle time into an opportunity for visibility, innovation, and long-term growth.

Marketing creative strategies during inevitable slow business periods is crucial for turning innovative ideas into profitable ventures. These strategies can help industrial manufacturers generate additional income, explore new markets, and maintain workforce engagement during slower business periods. Effective marketing ensures that potential customers and partners are aware of the unique products or services a manufacturer can offer, allowing the business to maximize its outreach and revenue opportunities. Partnering with an experienced industrial marketing company like The Rico Group can amplify these efforts by crafting tailored campaigns that highlight the manufacturer’s capabilities and creativity. Their expertise in industrial markets ensures that messaging resonates with the right audience, from niche clients to large-scale collaborators. By leveraging a specialized marketing partner, manufacturers can effectively position themselves as adaptable, resourceful, and ready to meet diverse customer needs.

All industrial – all the time!

For over 30 years, The Rico Group has focused on helping industrial manufacturers and job shops expand their businesses and reach new customer markets. We understand how engineers think, what they need, and the details of your processes, equipment, and materials. We also recognize that your time is valuable, often dedicated to maintaining production and meeting customer deadlines. With our expertise, we provide tailored marketing solutions that support your growth while allowing you to stay focused on delivering for your clients.

Boost your industrial business growth with effective marketing solutions from The Rico Group.

www.thericogroup.com

 (805) 497-7401