I work with many companies in manufacturing and industrial markets. And most of the skepticism I hear about marketing from these folks…
3
There is no reasonable debate – as far as I’m concerned – against this country getting its ‘Buy American’ game on.
Our manufacturing base has been decimated by this 20+ year race to the bottom, eroded to the point of desperation. There are several right-thinking organizations and individuals dedicated to reversing this trend to bring sanity – along with high-paying jobs & national security – back into our country’s economic equation. And I believe that they are absolutely right. But I’d like to suggest that – in the realities of a global economy – we might want to think before approaching ‘Buy American’ as an ‘all or nothing’ goal.
In times like these, our instincts are to react quickly. We see the emergency for what it is – some would say HAVE SEEN it for some time – and understand that time is precious. We want the pendulum to swing back to the other side. Just do it. Make it stop.
But the laws of unintended consequences have a way of cutting off noses to spite faces. And I think we’d do well to consider these points before we decide that ‘Made In The USA’ is the only acceptable option, for every case.
1
US Manufacturing is in a few quandaries right now. Between several rocks and hard places. It sometimes feels like we’re at the bottom of a pit, looking up at several Buffalo Bills who’re telling us to ‘put the lotion in the basket.’
But ingenuity has a way of changing the game. Despite misguided economists, debilitating trade deficits, and off-putting tax rates & regulations (all of which aren’t new, just more ominous than we’re used to), manufacturers have always managed to turn the corners for those that only think they’re driving the bus.
An example – albeit in its earliest stages – can be found in the convergence of cloud computing, mobile apps, and gamification within the manufacturing sector.
Here are 5 ways that this emerging technology landscape can help to solve many of the challenges faced by US manufacturing in the coming few years.
2
Regardless of where you fall in manufacturing supply chains, you should take notice of cloud computing and its evolving impact on your customers, your suppliers, your productivity, and your bottom line.
Recently, The Cincinnati Enquirer reported that ‘Procter & Gamble Puts Clamps on Web Surfing.’ According to the story, P&G has blocked Pandora and Nexflix based on bandwidth issues. It seems that so many employees have been downloading music and videos from the cloud that it was dramatically slowing down P&G’s network, impacting its performance and productivity across the enterprise.
But buried in the story are references to other issues that the cloud and Social Media access are forcing companies to deal with in draconian ways, and that all of manufacturing should be aware of.
3
I have a problem with ‘manufacturing.’
Well, not with manufacturing itself – my problem’s with the term, and how it’s used to differentiate economic, marketing, sales & other business behaviors.
The problem is that ‘manufacturing’ is just too broad. It’s like describing ‘humanity.’ Cultures and traditions differentiate us in very important ways. I mean, when was the last time YOU ate monkey for lunch? But there are a LOT of people in this world that do eat things that would repulse others. Regularly.
Marketing the right food to the right market can work really well. But it won’t play EVERYWHERE. Several factors must merge for that message to resonate – need, familiarity, proximity, cost & value.
Manufacturing and its myriad subsets are the similar to this analogy. Chemicals. Pharmaceuticals. Automotive. Defense. Consumables. Electronics. Furniture. Each come with nuances, regulations, verbiage, requirements and very real subtleties that differentiate what works well and where.
The type of manufacturer, the market, the priorities of price & cost, the constraints they must observe and navigate through, and the behaviors of buyers in those markets/industries all add up to Delimited Marketing. And it should drive and influence all of us as we construct effective marcomm strategies for our unique places in the manufacturing genome.
0
Surely you’ve heard the war drums.
In the past year – since Obama & the gubmint have seemed to get manufacturing religion – the din between two distinct camps has been rising slowly toward what could become a classic battle of ideologies.
I was just writing a post in response to Do Manufacturers Need Special Treatment? - an article from Christina Romer that ran in the NY Times, claiming that US manufacturing doesn’t need tax breaks or special considerations. Let the invisible hand and free markets handle it, she said. It is, I believe, the watershed moment of the most recent skirmish in this long war on US manufacturing that began with Hamilton and Adams when our nation was founded. Economy vs. economics. Doers vs. takers.
But I was beaten to the punch, and I’m damned glad I was. Clyde Prestowitz is a former Reagan White House adviser & as pragmatic a cat as you’ll find. Clyde understands not only economics, but the ECONOMY too – that is, what generates the beans that economists have the luxury to count. Clyde dropped two articles this morning that succinctly & thoroughly define the sides of this imminent confrontation about manufacturing in the US, and I defer to him on this matter. Simply put, Clyde rocks.
But I have something to add if you don’t mind, Clyde.
I help companies become more efficient & profitable with scalable communications, integrated marketing and information-sharing strategies that are tailored for business.
Assessment & Strategy | Coaching & Training
Speaking | Writing & Content Strategies
Gimme a shout. Let's talk, and see how we can work together to make your business more efficient, profitable & competitive.
AJ RECOMMENDS
RECENT COMMENTS