Today I’m going to talk to you a little bit about how you can market your Made in the USA products.
Brands have been reviving the Made in the USA slogan in order to attract buyers. While they are doing it to be patriotic… they’ve also realized that consumers are willing to pay a premium for high quality, faster availability and product safety…all things they feel they can get with American-made products.
A study was recently conducted by the Boston Consulting Group that found that 80 percent of consumers are willing to pay more for products with a Made in the USA label than those that say they were made in China.
Kate Manfred, director of the group’s Center for Consumer and Customer Insight in the Americas, said that “Safety and quality, and keeping jobs in America, are the important factors.
So…that said. You have an American-made product. You just need to make sure your customers know that your products are safe, of high quality, and are made in the US.
There are 5 steps you can use to market your US made products.
Number one…Evangelize your USA-made status with marketing.
Make sure that your website, advertising and other materials clearly state that your products are made in the USA. The Whirlpool Corporation, for example, released a full-page print advertisement in 2012 stating that that 80 percent of its appliances “sold in the U.S. come from our U.S. factories.” Make sure you make it obvious to customers that your products are US-made.
Number two…remind buyers that you’re helping to keep jobs here. This is a big one, I think. With so much talk last year about Apple and all the jobs they have overseas and the election in November and concerns about the shortage of manufacturing jobs and high unemployment…it’s important to let customers know you’re helping to keep people in America employed.
And don’t just think in terms of the jobs your company is providing. Think also about the materials that you purchase to produce your products. What materials do you purchase? What supplies do you need? By purchasing from US suppliers for those parts and materials you are supporting those businesses as well. Even if your company only has 5 people employed…you may be supporting other businesses and helping to keep hundreds of people working.
Number three…show you’re all American. Place Made in the USA stickers on your products directly so customers who aren’t on your website or don’t see any of your marketing materials are aware that your products are US-made.
Four…show why Made in the USA is better. Think of the benefits of why it is better to buy products made in the US. Customer service is a big one that comes to mind for me. At LabelValue.com, we often get compliments on our knowledgeable customer service team. They are directly at our manufacturing facility. They know our business and our products almost as well as our production manager. Our customers know that if they call us, they won’t be speaking with a customer service representative in India who doesn’t know anything about the products.
Also, if our customers need custom labels printed and they need that order ASAP, we can do that for them. Because we are a US-based company.
Ask yourself what benefits there at for your customers.
And finally, number five…share personal stories about where your products are made and who makes them. Show your customers your personality. Share stories about where your company is from. Make people aware that you’re committed to your community and where you come from.
Okay that’s all for today guys. Hope everyone has a fantastic Valentine’s Day and remember, we’re counting down to the release of our new website in just a few weeks. Stay tuned!