Safety in Numbers
2. Find the untapped market.
Though Campochiaro has found success in the medical sector, it’s not the only unconventional industry to consider. Step away from traditional construction or other blue-collar end-users and try schools or event promotions for a whole new perspective. According to Jackie Barker, vice president of sales for ERB Safety, a division of Woodstock, Georgia-based ERB Industries, “We sell to a couple of school-supplies catalogers, so maybe … some of our safety glasses might be used in the science lab for protection.” She also noted, surprisingly, that at concerts and sporting events such as ESPN’s College Game Day, it’s not unlikely to see patrons sporting logoed hard hats. Similarly, “We’ve done things over the years for Super Bowls,” Barker added.
Groundbreaking ceremonies are another potential event that uses hard hats, and the corporate market in particular can always find use for the popular first-aid or auto-emergency kits, like those sold by Toronto-based Superex. “Our products make
excellent gifts,” explained Michael Gisser, the company’s vice president. “It’s all over the map. It does cross so many potential uses and people and business[es] and price points,” he added.