These days, you might see the work of Hamilton Tool resting in the hands of athletes such as New Orleans Saints quarterback Drew Brees or San Diego Chargers running back LaDainian Tomlinson.
Though manufacturing the trophies for FedEx Air & Ground’s annual NFL Players of the Year might seem like an unusual twist for a company that began in 1987 solely as a jewelry findings stamper, the trophies actually have turned into a good way to drum up business.
“This might not bring in a lot of revenue,” said Bill Iannucci, president of Hamilton Tool. “But it brings attention to us.”
From the FedEx award, the Providence company got a contract to make awards for a golf tournament run by FedEx founder Fred Smith. From the tournament, the company got a contract for metal goods for the golf course where the tournament took place.
“It just snowballs,” he said. “It’s good PR.”
The trophy business started with the Hank Aaron Award. Major League Baseball had hired another company, but when it couldn’t complete the job on time, a company representative familiar with Hamilton Tool called Iannucci and asked if he could deliver in two weeks.
Hamilton Tool has made the trophies each year, starting in 1999.
Another benefit of the trophy business is that it’s fun for the 25 employees. “They see it in the paper,” Iannucci said. “It gives them some pride in what they’re doing.”
But trophies aren’t the only items Hamilton Tool has begun making since 50 percent of its customers shifted from domestic to foreign production within a two-year period in the 1990s. Since 2000 especially, the company has found customers in the military, aerospace, medical, automotive and industrial machinery industries.
“We’re feeling out in all different areas, and we’re seeing which ones are hitting better,” Iannucci said. “We are having great success in the military … and aerospace is growing every month.”
Last month, Hamilton Tool landed a large military contract for personnel identification badges. It is also making metal shields for cockpit printers in the newest line of Boeing jets.
“It seems to be our strength is, we’re a small company,” he said. “We’re dealing with people who like to get answers right away.”
Hamilton Tool isn’t the only metal stamping company in the city that has had to diversify in order to stay in business. About half a mile away, in the mill district along Kinsley Avenue, Eagle Tool Inc. is also exploring the aerospace industry in addition to the Christmas ornament industry.
Like Hamilton Tool, Eagle Tool also initially served the jewelry industry, said Edward J. Iannone Jr., chief operating officer of Eagle Tool, which employs 17 people.
The manufacturer also has had to find creative ways to market its products to offset a decline in business.
The Internet has been a huge asset, Iannone said, and so has the closure of competitors, from whom the company has acquired equipment to expand its capabilities.
But Eagle Tool still relies heavily on word-of-mouth to attract new customers, he said. Networking, building a reputation for quality and delivering on time is how it has managed to survive.
On the flipside, Iannucci said Hamilton Tool is starting to make its “American-made” aspect a strong component of marketing efforts, particularly in the fraternal and civic organization industries.
Iannucci’s small sales team is also trying to get a clothing company that emphasizes “American-made” brands to carry a Hamilton Tool cuff-link line.
