Giving the Manufacturing Industry an Image Makeover

To the average person not working in the field of manufacturing, the industry can seem dark, dirty and not “cool” at all. But after spending a number of years writing for the manufacturing industry, I know that this isn’t true at all. In fact, there are a lot of really cool things happening in the industry that people just don’t know about. And this is why I think the manufacturing industry needs an image makeover.

To change the perception of the industry, it means focusing on more than just traditional marketing objectives of presenting the features and benefits of your products or services. It means changing your industrial marketing strategies to present your company and products in a new, exciting way. One company that’s doing this really well today is Caterpillar.

Caterpillar’s “Built for It” Branding Strategy

If you haven’t seen Caterpillar’s new branding videos, you should check them out. This year, the company began releasing videos to further establish its tagline, “Built for It” and facilitate more consumer interaction. But the strategy isn’t just about attracting customers; it’s also about attracting potential employees with eye-catching content. Although the videos aren’t overtly promoting Caterpillar products, they support the brand promise and promote brand awareness. See for yourself and watch five heavy Caterpillar machines play a game of Jenga with 600-pound blocks.

Emerson’s Innovative Solutions and Marketing Plan

Another company helping to change the industry’s image is Emerson. Emerson manufactures products for a wide range of industries and applications. However, many of their solutions are things that the average person probably doesn’t have experience with or know about. The “It’s Never Been Done Before” marketing campaign makes Emerson solutions accessible to anyone, anywhere. The ads highlight how Emerson solutions make it possible for companies operating in extreme conditions to conduct business all day, every day. By highlighting these cool applications, Emerson is presenting itself as an exciting and innovative company. You’ve probably seen the ads too. The campaign takes shape in the form of advertisements in newspapers and magazines, on TV and the Internet, as well as on airport billboards.

There are many examples of manufacturing companies taking their industrial marketing efforts to the next level. What manufacturing companies have you seen help give manufacturing an image makeover?

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About Caroline Bogart

Caroline Bogart is a Senior Copywriter / Online PR Strategist at Fathom, and has been working as a copywriter with the company since 2009. She is a graduate of Miami University and John Carroll University, with a Bachelor’s degree in journalism and a Master’s degree in communications management. Previously, Caroline was a marketing communications specialist at an industrial engineering and manufacturing company. Her marketing and copywriting background in the manufacturing industry enables her to craft conversion-friendly technical and non-technical content for her clients. When not helping manufacturing companies like Akron Brass Company, Diebold and others achieve success; Caroline gets her creative juices flowing by baking and crafting.

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