In today’s global economy, consumers can purchase products from all over the world. However, U.S. manufacturers are discovering that a growing number of consumers want locally-made products. They may have diverse reasons for this but “Made in America” marketing makes business sense. There are a number of reasons why this is a good time to build a “Made in America” brand.
Reassure your B2B customers
B2B customers regard reliability, speed to market and attentive service as crucial and this can override the higher prices of local goods. Domestic manufacturers have a reputation for quality and flexibility.
If you supply parts to other manufacturers in the U.S. who want to market their products as “Made in America,” clearly labeling your products as such can underscore your value as a vendor. You need to make sure all your advertising and promotions highlight the fact that your goods are made in America. Employees trained in Six Sigma can help you to improve the profitability of your brand and 6Sigma.com offers training courses.
Support economic recovery
When companies began moving production overseas due to fewer regulations and lower costs, the American manufacturing industry took a knock and countless jobs were lost. If your “Made in America” brand does well, you will hire more people to fill positions in your company and use other American companies to expand your premises, supply your energy, handle your finances, and so on. You can let your customers know that you’re helping to keep Americans employed.
When consumers support American-based manufacturers and products, it not only helps to create jobs but it can help to reduce income inequality and balance trade and budget deficits. The huge U.S. trade deficit leans to unsustainable borrowing from other countries.
Show why “Made in America” is better
Many Americans are prepared to pay more for locally manufactured products. They want to know where the goods they buy come from and are made with attention to quality and durability. You can focus on the convenience of buying domestically produced products and show you support the idea of all Americans working together to make the country a better place.
You can humanize your brand and strengthen your emotional ties with customers by sharing stories about individual workers and their roles in the manufacturing process. You can also keep a close eye on production, the factory and the people who work in them.
Reduce environmental impact
Foreign factories often produce many hazardous chemicals that pollute the soil, air and water, unlike in America, where there are many environmental regulations. When consumers buy your American-made goods, it helps to ensure a healthier planet for future generations. You can also reduce your carbon footprint by producing locally-made products as this reduces the distance they need to travel, reducing fossil fuel use and emissions.
Align with consumer demand for safety and ethics
With “Made in America” marketing, you can align with the increasing consumer demand for safety and ethical standards. Foreign countries with fewer regulations may use unsafe production processes and raw materials that are not safe. You can market by emphasizing that purchasing goods in the U.S. means protection laws and safety standards are in place to protect consumers.
In many foreign countries, labor standards are inadequate and not enforced. Consumers are increasingly concerned about this and will boycott buying from companies that don’t support safe working conditions, fair wages and workers’ rights. This is a powerful way for them to demand higher standards. By aligning with this desire, you can give them a good reason to support your “Made in America” brand.