With the apparent demise of Tesoro I’m reminded of something that was said to me quite a few years ago by the head of a major detector company. We were talking marketing and he said “you have to rememberwe sell dreams“…
That comment has stuck with me and it does indeed represent what metal detector manufacturers do (or should do).
I’ve always felt the best salesperson a company has is the end user, a.k.a the customer. Give them what they want, keep them in the loop and they will be customers for life. You can also keep your brand out in front via a company spokesperson or personality who can inspire and promote the product. When I started detecting it was the likes of Jimmy Sierra, Charles Garrett, Ray Smith, Glenn Carson and end users like Kay Modgling and Arnold Grieves (Compass).
Early magazine ad with Kay Modgling
Thanks to social media today’s tekkies have lots of idols like KG & Ringy, Relic Recoverist (JocelynElizabeth), Nugget Noggin (Michael Bennett), Aquachigger (Beau Ouimette), Silver Slingers (DominqueIvy and Mark), the White’s Test Team and Minelab’s Gary Drayton, Andy Sabisch and Brandon Neice. They’re all over Facebook, YouTube, Instagram, as well as in print ads and in-person appearances at events. You cannot put a price on this sort of advertising.
Three of today’s familiar faces: Beau Ouimette (Garrett), Gary Drayton (Minelab) and Dominique Ivy (Whites)
Other areas that set the successful companies apart from the also-rans? Magazine ads, websites and product catalogs. All very costly but trying to cut corners and save a few dollars is apparent to the savvy customer who’s looking for the best bang for his buck. Garrett is without a doubt head and shoulders above the competition in all three categories. Their website and catalogs are eye catching, detailed and full of useful information. Next would have to be Minelab. I mean who can forget the introduction of the Equinox at Detectival?
Now I’m sure there’s a lot more to the Tesoro story than just advertising and marketing and what I’ve said here is just me blabbing away. I sincerely hope we don’t lose any more manufacturers and who knows, just maybe someone will step up, save the day, buy Tesoro and bring it back. Time will tell.
AND.…… there’s nothing wrong with selling, having and chasing dreams. Nothing at all…
This weekend we will be honoring and remembering all the brave men and women who gave their lives so we could live free in the greatest country in the world. Thanks to them you will be enjoying that cookout, family get-together, parade, fireworks, whatever. Try not to get so caught up in all the festivities that you forget the real meaning of Memorial Day.
A special shout out and thank you to all you Viet Nam vets and those who lost their lives in that conflict…