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Tough Love For Manufacturers

Ennect is a company that provides marketing tools and services for small- and medium-sized manufacturers (SMMs). The bloggist there is named Carol.

Carol has worked with manufacturing businesses for years. It’s obvious – at least to me – because you  can’t fake her voice and experience.

Carol has posted a a great piece that is certainly direct, but reflects those experiences and gives SMMs a message they need to hear:

Hey Manufacturing! Stop Whining. Start Marketing.

‘ … the real question isn’t what China does or doesn’t do (about currency manipulation).  Competition is never a level playing (field).  Ask the auto industry:  they’ve won and lost.  And are now crawling back. Even Toyota — with all its recent problems — is seeing sales rise.

How?  It’s all about good marketing.  You can put all the limits you want on manufactured imports, but people aren’t going to buy domestic products unless they’re marketed properly.  Detroit had to figure this out the hard way and now they’re finally making smarter decisions about the cars they manufacture in terms of fuel efficiency, features, and pricing.

US manufacturing needs to stop pulling on the apron strings of Lady Liberty and start learning how to better market and sell to diverse buyers.  Today’s marketplace — even B2B — is crowded and competitive.  No one’s going to pick up the local phone book today and look for your phone number to call in an order.  The world of marketing has changed.  If you haven’t noticed: it’s all about Global Search via Google or Bing or other search engines.  It’s about personalized marketing through email and behaviorially-targeted ad placements.  It’s about knowing your customer and knowing how they want to receive information from you about products you sell or services you offer.

You want to win in the global manufacturing marketplace?  Stop whining.  Start doing better marketing.’

I’ll add one more point to Carol’s list – it’s about your Web site, and how it differentiates you from your competition. After all, it’s your Web site that your prospects are going to go to AFTER Google, your e-mails or those ads.

AJ Sweatt
3 Comments
  1. Thanks so much for mentioning how important the Intenet is to marketing success. But a lot of companies think a good website is just about graphic design. Hardly! A GOOD website is your business partner: it markets to your customers, it helps present your brand strategy, it supports your resellers and distributors, and it helps you sell. A good website is an investment that pays back. Manufacturers are just learning how to ask the right questions about what they can do to make their websites do more than act like virtual brochure-ware. I’ll keep posting on this subject…maybe together we can help manufacturers learn how to be better marketers, sell globally, but operate locally… back here! Back home!

  2. Thanks Carol – great talking to you yesterday. Let’s stay in touch.

  3. AJ – We’re still hearing from people on this post… it seems that people stumble on it and feel a real need to respond. So, thanks for helping to get the word out.

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