Real-World Success for Trade-Impacted Manufacturers

Can you share a story of a manufacturer who used digital marketing to win new business or recover from declining sales?

One story I would like to highlight is a custom lined cabinetry manufacturer that came to MATAAC when they were showing operating losses of almost $250 million. They implemented several digital marketing projects that included special quoting & ordering, marketing brochures, on-line catalog updates and a complete website redesign. This manufacturer then reported an increase in employment by 56.47%, sales increased by 68.68% and operating profits increased by 664.51% after incurring losses previously. 

I like to highlight this specific case because many manufacturers, actually too many, feel that they can’t participate in e-Commerce because they “are a specialty manufacturer” and need to provide their customers with quotes. This custom lined cabinetry manufacturer added a special quoting & ordering e-Commerce project and it was a game changer. 

Digital marketing experts can help customize your website and e-Commerce solutions to meet your specific operations, goals and needs. This will not only allow you to recover from declining sales but absolutely win new business. More importantly, your operating profits will grow!

What’s one surprising area of digital marketing that manufacturers often overlook—but that makes a huge impact?

e-Commerce! Have I mentioned e-Commerce yet? I’m only kidding. To me e-Commerce is the biggest and most important digital marketing project to implement. 

Why? 

1. It provides 24 hours, 7 days a week customer services and order placement. 
2. It potentially captures sales at the time a customer is on your site. No need for them to look up a phone number, contact you during business or operational hours, no potential for them to find another company with e-commerce and buy from them. 
3. It frees up your sales team to work with your customers that need personal assistance. 
4. e-Commerce purchases are paid for at the time of purchase, with a credit card. So, cash flows improve and, 
5. There are no Accounts Payables to follow up with 30 days later!

Cash is received before the product is even produced, more effective and efficient operations, and e-Commerce always provides a high ROI because a firm is now capturing sales they never could before. 

One surprising area of digital marketing that manufacturers often overlook but make a huge impact? In a word, e-Commerce.

How does digital marketing support long-term competitiveness, not just short-term recovery?

Digital marketing provides an on-line presence for your company. This allows customers to find you and your business with a quick internet search. This investment doesn’t expire or disappear. 

While it is recommended that you keep your digital marketing current and updated, the investment in your digital marketing keeps you available to anyone searching the internet at any time. Thus, providing a long-term solution and strategy while keeping you competitive in a global market place. 

Why do you believe digital marketing is no longer optional for U.S. manufacturers?

We are a global market place and economy. Business and industry is now conducted on-line, daily. This is how business is conducted and where business is found every day. 

You are either present in the global market place or you are not. 

Digital marketing is now your entrance ticket into today’s world of business. 

If you are not utilizing digital marketing, you are not showing up in the global market. 

What advice would you give to a manufacturer who says, “We’ve always relied on referrals or trade shows”?

I often hear phrases like “We’ve always relied on referrals or trade shows.” I completely understand the importance of business relationships for referrals and I also understand the tangible aspects of attending trade shows. You can see yourself showing up, demonstrating your products, making business connections and the feeling of making a difference by “showing up”. 

As an accountant though, my advice is to consider the costs versus the benefits. 

The cost of waiting for “referrals” is that you are dependent on someone else showcasing your product and services. Who can do a better job at that than you can? 

What are the costs of attending trade shows? The costs of entry, the table, the displays, the giveaways, the travel, hotels, meals? Compare those costs to the actual benefits received. How many participants actually attended the trade show that were looking for you and your products? How many actual sales were made? What is the Return on Investment (ROI)? 

With digital marketing, 

1. Your company shows up daily, 24/7! 
2. Your cash flows improve with online credit card purchases
3. You establish business relationships with your target market.
4. You are participating in the global market place, and
5. Your ROI for e-Commerce is sometimes 19% or better, just by staying home and implementing your digital marketing plan. 

How can working with digital marketing experts give manufacturers the edge they need to reclaim market share?

Working with digital marketing experts helps get a manufacturer up to date and current with marketing trends and current industry technology. Digital marketing experts can transform your on-line presence and allow your target market and potential customers to find you, all from their keyboard or smart phone. 

Experts help get you seen, generate specific leads, increase sales and help you reclaim market share. They are the experts and that’s what they do and do well!

We all need the support of our circle of experts, those that help us do and be better and that’s why I always say, “We are better together!” 

How MATAAC Serves Mid-Atlantic Manufacturers

For over five decades, MATAAC (MidAtlantic Trade Adjustment Assistance Center) has been helping turnaround manufacturers. Tackling trade challenges, regain competitiveness, and boost profitability. MATAAC provides solutions to manufacturers located in Delaware, Maryland, Pennsylvania, Virginia, West Virginia, and Washington D.C. MATAAC has been chartered by the Economic Development Administration of the U.S. Department of Commerce with responsibility for the management of Trade Adjustment Assistance for Firms (TAAF) program. The TAAF program is a crucial resource that supports businesses in navigating global market shifts.