Shop Grows Revenue During Slow Season

Vinyl, like this self-promotional vehicle wrap, is one of many decoration services offered by A&P Master Images (asi/702505) in Utica, NY.

January is usually a slow time for decorating shops, but at A&P Master Images (asi/702505) in Utica, NY, the first month of this year was booming. The shop nearly doubled its sales in January, when compared to the same month in 2014, jumping from $64,000 to $120,000 in revenue, says CEO Howard Potter. “It’s just amazing that we took our hardest month and did a complete 180 with it,” he adds. The sales spike came in spite of Potter slashing the shop’s marketing budget in half last year.

Potter attributes A&P’s off-season growth to a number of reasons, but one major factor has been detailed record-keeping and strategic prospecting. At the end of the year, A&P sales reps reviewed orders from January 2014, looking at who might be due for a reorder. “We started hitting them up in December to push for January,” Potter says. Another boon was moving last February to a bigger shop with a more efficient setup, allowing employees to process a higher volume of orders. The new location is kitty-corner from the Utica Auditorium, which hosts games played by a college hockey team A&P sponsors. A&P gets promoted on the big screen during games, and potential customers are only about 150 feet away from the shop itself after seeing the ad. “It kind of brings it all together,” Potter says.