4 MIN. READ
It’s Manufacturing Month and all eyes are on U.S. manufacturing. But the promotion of U.S. manufacturing continues year-round, especially in recent years. With the American industrial sector persisting as a bright spot in a darkening economy, interest in stories about American manufacturers abound. Considering heightened public and media interest, there’s not a better time to get your "Made in USA" story out there.
The “Made in USA” Movement in Recent Years
The “Made in USA” movement has seen a resurgence in interest in the wake of the pandemic. The disruption in overseas supply chains due to COVID-19 caught many companies off guard.
As businesses scrambled to find alternative sources, the already-growing movement of reshoring became a prime method of staying viable. During the pandemic, a significant majority (69%) of companies indicated that they were likely to move supply chains back to the United States to avoid future disruptions. That number has grown even more, as global supply chains face further instability from overseas conflicts and sporadic lockdowns in China. This means that by necessity, many more products will be able to proudly wear the Made in USA label.
Domestic manufacturing and sourcing are good for all parties involved. Suppliers get help through sustained orders. Manufacturers benefit from shorter, more resilient supply chains. Plus, consumers end up supporting their friends and neighbors by buying American.
Thus, letting customers know that your products are made here in America is an important part of any marketing strategy. You will be able to capitalize on several aspects of American customer behavior, which can give your company an advantage in a rough economy.
A Desire to Buy American
Americans are very cost-sensitive but also extremely patriotic. Multiple studies have shown that a majority of Americans will spend more if they know they are supporting US jobs. Many are tired of massive corporations and poorly manufactured goods from overseas. These people are now gravitating towards local businesses whenever possible. As an example of this enthusiasm, the annual Small Business Saturday generated spending of almost $19.6 billion in 2019.
Promoting Your “Made in USA” Story
There are many ways to broadcast your company’s roots, including social media, blog posts, live events, press releases and more.
Press Releases
Is your company celebrating an anniversary? Or breaking ground on a new facility? U.S. journalists and reporters are increasingly interested in these stories, especially when they add a human-interest touch to a business story.
Consider Pennsylvania Paper & Supply Company, which released an announcement of its 100th anniversary by tying its story to the popular TV show “The Office.” In addition to generating interest by highlighting its connection to “The Office”, Pennsylvania Paper & Supply did an excellent job of tying in the story of its local roots and its company history, with the story picked up by multiple outlets.
Social Media
Another effective way to broadcast your local manufacturing roots is through social media. Use your company’s channel to personalize your business and highlight how it impacts the local community. Consider using hashtags such as #MadeInUSA and #AmericanMade and #manufacturing to make it easier for users to follow your stories.
Showcase your company’s products every Monday by using the #ManufacturingMonday hashtag. Joining Tweetchats such as #USAMfgHour, which takes place every Thursday at 1pm CST, is also a great way to grow your network in manufacturing and gather insight from other companies in your industry.
The growing manufacturing community on LinkedIn is also a great avenue to make connections in the industrial world. With live events like Manufacturing Monday Motivation and tons of groups specific to your niche, you’re bound to find to find a supportive network to rally behind your story.
Sponsored Content
Sponsoring your “Made In USA” content with a publisher that can deliver your story to a relevant and niche audience can also help foster trust in your brand and deliver your company added exposure. For instance, IndustryNet provides a platform for manufacturers to publish their company’s stories and reach a massive audience of industrial buyers through the popular IndustryNet blog.
Consider the story of New Jersey-based Werbel Microwave, which shared a compelling story of its modest roots and ultimate success in the world of electronics manufacturing. Or FM Brush, which shared the history of its four-generation family business, while highlighting the quality of its U.S.-made products.
Hometown Hero
The pride that you can generate in your hometown can be a huge source of interest and loyalty. For example, in the 20th century, the auto industry capitalizes on local pride through the city of Detroit. Residents of Detroit were intensely proud of the industry that provided so many jobs both directly and indirectly. They also were proud of the fact that the entire world knew their city was the place where the best cars were made. Utilize local pride and community support to establish your company as a reliable American brand.
If your company is planning to open up a new plant or is hiring in the area, this is a prime opportunity to show off your company’s history and contributions to the community. American manufacturers such as Millwood Inc., Neway Packaging, and Peak Toolworks have all shared compelling stories on IndustryNet about their expansions and contributions to the local economies.
Giving Back to Go Forward
Helping the community is another way that Made in USA can have a bigger impact. Donating to local charities, hiring high school students to give them work experience or sponsoring a little league team are all excellent methods for proving that your company not only makes products in the United States but also cares about the people who live here.
Staying Honest
If you are going to list your products as Made in USA, there are a few legal requirements to be aware of. The Federal Trade Commission establishes these rules, and you can find them on their website.
The majority of the product and its components must be sourced and assembled in the United States. Any products that do not meet the Made in USA criteria cannot be sold as such. If a company sells multiple products and not all of them meet the standards, they can only market the ones that do as Made in USA.
Consumers want to help local businesses succeed. They also do not want to endure the COVID-19 shortages due to long and delicate supply chains. Sourcing and building locally help everyone involved while protecting against international uncertainties. But you have to be sure to tell them that your company believes in and practices Made in USA in everything you do. Get the word out!
Looking to take advantage of all IndustryNet has to offer, including sharing your comapny's story? Learn more about our marketing solutions here. Looking for industrial supplies? Search, source and quote for free on IndustryNet.
Editor's note: This post was originally published in May 2021. It has been updated to reflect new market conditions and marketing opportunities for manufacturers.
