Namun, dia menyadari masyarakat Indonesia kurang meminati hasil karya awalnya tersebut. Akhirnya dia membuat sejumlah seni terapan dari logam dengan tiga produk andalan, di antaranya Bearing Clock, Owl Clock, dan Piston Clock. Pangsa pasar El Art mencakup korporasi dan kerap diminta untuk menghasilkan karya seninya sebagai souvenir di suatu acara tertentu.
“Ketika tahu ternyata pangsa pasar untuk seni di Indonesia agak kecil, akhirnya saya bikin seni terapan di antaranya seperti Mini Owl atau lampu piston, jadi sesuatu yang memang ada seninya dan ada fungsinya. Akhirnya saya berjalan sampai sekarang,” jelasnya.
Untuk pemasaran, Edi menyebut El Art lebih dominan memanfaatkan internet atau sekitar 80 persen, baik itu media sosial atau website. Sementara, 20 persen sisanya pemasaran secara offline pada pameran tertentu.
“(Pemasaran) media sosial. Jadi kita ada dua, pertama di Instagram. Di Instagram hanya untuk branding, untuk penjualan lebih banyak di website kita sendiri,” pungkasnya.
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