Darryl Keil Last Activity 2025-05-12 11:03 AM
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Don Stephan

Posts: 825

Joined: 2003-07-18
Location: Cincinnati, Ohio

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Subject : Marketing Fine Veneering
Posted : 2009-02-15 12:49 PM
Post #35275
There are several veneer samples in my workshop that potential customers immediately see when they enter, and even when they look in the windows. These include a couple bookmatched crotch mahog table tops, a couple round 24 piece starbursts, inlaid gift trays, and several veneered scuplture stands. The comments are always routinely positive.

The frustration is that, other than some gift trays, I haven't had anyone contact me due to an interest in a veneered piece. Families within a 20 mile radius and the drive-by traffic on average has some of the highest disposable income levels in Cincinnati, and some of those people have stopped in with hardwood and plywood furniture interests, but not veneering.

Granted the economy has forced many to postpone furniture purchases, but families just aren't seeing my woodworking business as a source of veneered furniture.

Has anyone found strategies to build interest in locally designed and produced fine veneer? My limited experience with small hardwood donations to a local private school fundraiser a few years ago did not produce any followup calls. The local public television annual auction has thousands of donated items, but any one gets only a few brief shots on the air during a 2 minute period as its "board" is auctioned.

The majority of interior decorators work on commission of pieces sold, which doesn't leave enough to be profitable.

Most arts & crafts shows around here are basically jewelry and paintings, none of the attendees are looking for $2K veneered sofa tables and such, and the pieces are almost sure to get some damage during transport and showing.

Seems like I'm about the only local person working with decorative veneering here, so there's not a lot of competition. I can't afford the space to show an inventory of display pieces, and part of the attraction should be the ability to participate in veneer selection and overall design.

Talked with a nearby arts & crafts gallery, but it was interested in pieces generally smaller than sofa table, for example, and I don't know how to live with its commission schedule. I'll post a separate thread on selling through galleries.

Has anyone any strategies for creating a market for locally made fine veneering?

Thanks.


 
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craig tufankjian

Posts: 308

Joined: 2004-02-01
Location: syracuse ny 13208

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-15 2:07 PM
Post #35277 - In reply to #35275
Don,

your best resourse to market your trade or pieces is the architectural business. designers usually reach of to the furniture stores and specialty boutiques before they ever call a furniture maker. all a designer is concerned with is a mark-up.

Architect's on the other hand are the visionary's. a good architect can make or break your career. they can keep you busy year round if there popular.
first find some architects that you like, meaning there work. I usually target market those architects that design things that "I" like.

Develope a set of three inexpensive pieces, small tables that can be made from very little material but make a very big design impact. (see photo).
make ten pieces. send them to architects you have chosen with your company info. give them all the needed info as to terms and payment schedules, progress photos if they hire you. also be asked to be put on there "invitation to bid list". this is important. being put on their list will keep you in the loop for all up and coming projects

the impact of an architect getting a sample piece without soliciting your services is priceless. it's rarely forgotten. think of it as an investment in your future.

the other market you should look at is the upscale home builder. the hot new items for house interiors is exotic wood wall paneling. and if there is an architect involved one thing should lead to another.

the last source and the most important is your computer. if you deal with customers/architects/designers that are not local there going to want to see progress photos and communicate with e-mails and even video.

do you use CAD or design software? if not. its worth the money. you can even buy a used plotter and print out your pieces in full scale. very good selling tool. I use Cobalt by Ashlar Vellum. you change the wood on a CAD drawing in 5 seconds from lace wood to macassar ebony. which will help sell a veneered piece in seconds.


p:s once again the photos didnt load. to big





 
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Earl

Posts: 75

Joined: 2003-12-04
Location: Pensacola FL

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-15 3:36 PM
Post #35278 - In reply to #35275
Don,

Don't give up on the Interior designers. I would give them my price and let them sell the pieces at whatever markup they normally use. Keep in mind you're not selling retail through Designers. I normally give a 25% discount off retail for my Designers.


Keep in mind Interior Designers get exposed to and see lots of Furniture. And price alone is not always a priority. Veneer as a descriptive, gets a bad rap IMO. So I would market myself as making Fine Custom Furniture, which is what it really is.

I would concentrate on designs and styles not readily available thru the normal Furniture Markets. After all, if your making Furniture just like everyone else, what would be the incentive to buy your work? Every piece I've ever built for a Designer has been unique for that Client. One Designer, I do work for, even hesitates to use the same wood/veneer for any other clients in the same area.

Good luck with your Marketing.

Earl


 
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Gregory Paolini

Posts: 17

Joined: 2005-02-22
Location: Western North Carolina

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-15 5:40 PM
Post #35280 - In reply to #35275
Don,

Craig stole my thunder - But I have to strongly second everything he says! The only things I would add are, when archtects start to keep you busy, don't let any one of them represent more than about 30% of your work load - Just like investing, you need to keep diversified. You don't want to get into a situation where the goose that lays the golden egg can tell you how much that egg is going to cost.

Also, with architects, adhereing to a schedule is paramount. Your work can be incredible, but if you are not on schedule, you will be replaced on the next job.

Taunton put a book out a few years ago, titled somthing to the effect of "Marketing for woodworkers" by Martin Edic. Buy it, read it, and re-read it. Not all of it will apply to you, but the parts that do are priceless, and you'll know them when you read them.

Hope this helps


 
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ckurak

Posts: 107

Joined: 2006-10-28
Location: Florida

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-15 9:01 PM
Post #35282 - In reply to #35280
Gregory,

Is this the book you referenced? If so, there are a number of used copies for sale at Amazon.com.

The Woodworker's Marketing Guide (Fine Woodworking) by Martin Edic (Paperback - Jan 1, 1995)


Craig,

Is there a way to either reduce the photo sizes of those tables? Or, post a link to another website that has the photos? You have piqued my curiosity on this.

Thanks,

Charles



 
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Gregory Paolini

Posts: 17

Joined: 2005-02-22
Location: Western North Carolina

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-16 8:30 AM
Post #35283 - In reply to #35282
ckurak,

That's it! That's the book!
I recomend it to any woodworker who's looking to be busier. But, I really need to ammend my earlier statment of "Buy it, read it, and re-read it"... A much better statment would be to Buy it, Read it, Re-Read it, and DO IT! With the DO IT part being the most critical of course.

-gp


 
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craig tufankjian

Posts: 308

Joined: 2004-02-01
Location: syracuse ny 13208

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-16 8:51 AM
Post #35284 - In reply to #35282
lets see if this works. it hasn't in the past.
there is also a photo of 4 columns that have been solid modeled.

http://i244.photobucket.com/albums/gg28/customone/pf0110.jpg
http://i244.photobucket.com/albums/gg28/customone/pf0107.jpg
http://i244.photobucket.com/albums/gg28/customone/columnsamples.jpg


 
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ckurak

Posts: 107

Joined: 2006-10-28
Location: Florida

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-16 9:57 AM
Post #35285 - In reply to #35284
Greg,

Thank you.


Craig,

Yes, it works. Thank you.

Earlier you stated that these were "small tables." Would you please give us an idea of what "small" means in inches?

Charles


 
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craig tufankjian

Posts: 308

Joined: 2004-02-01
Location: syracuse ny 13208

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-16 11:18 AM
Post #35287 - In reply to #35285
top- 18x18 1 inch mdf

legs- 1/2 inch maple

leg size - height 18 to 24 depending on the application(sofa table,end table ect...

leg width is 3 inches at the top and tapering to 1/2 inch at the bottom.note: the taper at the bottom is determined by the legs thickness, in this case 1/2 inch thick. this will give the leg a diminutive look at the bottom from the inside. if the taper at the bottom was say 3/4 it would look boxy at the bottom.

the legs are 45'd on the inside edge on a router table(not a table saw). after they are 45'd there laid flat on the bench with both high points of the 45 butt together. then strapping tape is applied across the joint and one long strip down the center creating a hinge. glue is spread in the v-joint and folded together.

after the glued dried the legs were screwed together with trim screws and the holes were filled using bondo.. both tables have metal leaf applied. aluminum leaf on the round and gold leaf on the square.

the inside of the legs are leafed first, then are attached to the finished top (finished as in top coated ) using regular screws, once again bondoing the holes. then the out side of the leg is leafed. then a final top coat is applied to the whole table. satin lacquer.

the legs protrude 1/2 inch above the table. tip: when securing the legs lay the top on a flat piece of 12x12 granite floor tile. this will elevate the top 1/2 inch and will register the legs exactly 1/2 inch. nothing worse than a table that wobbles. because the legs are so small at the bottom there's no room for levelers.

I will attach the CAD drawing later as soon as i find it.



 
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Gregory Paolini

Posts: 17

Joined: 2005-02-22
Location: Western North Carolina

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-16 10:22 AM
Post #35286 - In reply to #35284
Craig,

Nice tables... If you would, tell me more about the legs: Material & Finish? And what are you doing for joinery to the top in each?


 
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craig tufankjian

Posts: 308

Joined: 2004-02-01
Location: syracuse ny 13208

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Subject : RE: Marketing Fine Veneering
Posted : 2009-02-16 1:24 PM
Post #35289 - In reply to #35286
additional CAD files.


http://i244.photobucket.com/albums/gg28/customone/Untitled1.jpg

http://i244.photobucket.com/albums/gg28/customone/tablens.jpg


same table quilted maple

http://i244.photobucket.com/albums/gg28/customone/Untitled1-1.jpg
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