DIEMAKERS GET DOWN TO BUSINESS

Diemakers should seize the opportunity to carefully examine their marketing plans, find common denominators among the benefits they bring to their varied customer bases, and leverage these strengths more aggressively. Shops should also continue to promote the educational and technological resources they can offer to the many converters who will be pursuing transitions into new markets. Effectively turning these strengths into new business, however, may require creative alliances or even consolidation with competitors.