The Commonwealth of Massachusetts has once again appropriated $250,000 for the Smaller Business Association of New England’s (SBANE) Matching Grant Program for industrial manufacturers. The Massachusetts State Legislature has appropriated these funds for the purpose of providing high-powered consulting expertise to small and medium-sized Massachusetts-based manufacturers undergoing a business transition.

Manufacturing in Massachusetts is alive and well at 150 year old company!

As an industrial marketing agency for more than 25 years, I have the privilege of working with some of the finest manufacturing companies and individuals in New England. I was pleased to be invited to Hardware Products Company 150^th year breakfast buffet on Thursday, by Ted White, president of Hardware Product Company. Jay Ash, Secretary of Housing and Economic Development for the Commonwealth of Massachusetts also visited the company. 

New Business Development for Massachusetts Manufacturers Helps Everyone

Associated Industries of Massachusetts (AIM), recently released their “Blueprint for the Next Century” plan. The discussion focuses on 4 top challenges for manufacturing in MA:

• Workforce development
• Uniformly strong business climate
• Efficient regulation
• Health insurance & energy costs

Your Logo Represents Your Company Brand

Nike’s swoosh, McDonald’s golden arches, and Apple’s semi-eaten apple. What do these three have in common? They are all widely recognized logos. When you see the swoosh, you know what it symbolizes. You might think that industrial brand strategy for your company doesn’t need to include a logo. But just how important is a logo for your industrial manufacturing company? The short answer is: a logo is very important.

Lights, Camera, Action!

We all love a good story, and what better way to tell a story than through video. When it comes to video marketing, facts tell, but stories sell. Video is an integral tool in your industrial marketing arsenal, as it expands your reach and has a positive impact on your brand. With 75% of executives watching work-related videos at least once per week, it is no wonder that video is the preferred form of marketing content. Videos are quick and interactive ways to connect with leads and customers, so there is no reason to not use video marketing as a strategy. The bottom line: video marketing does have a place in industrial manufacturing.

Industrial Manufacturers Can Apply for Money!

Charlie Baker and the Commonwealth of Massachusetts want to help pay for your marketing consulting, or other consultative project.

Promote Your Product to Potential Customers

Let’s be upfront: industrial manufacturing trade shows are expensive. According to Exhibits USA, the going rate for purchasing a portable trade show display is approximately $100 to $150 per square foot. Combine this cost with the price of planning and promoting and before you know it, tens of thousands of dollars are out of your industrial marketing budget. The good news, you may ask? While expensive, trade shows are incredibly beneficial to your business. In fact, 81% of trade show attendees have buying authority. In other words, 81% of attendees are your potential customers. Trade shows are a great way to leverage your business by making meaningful, solid connections with potential buyers and current customers. When it comes to trade shows, one thing is certain: they are definitely worth your money.

Branding Basics

Forbes.com contributor Scott Davis puts it best: a brand must inspire how people feel, influence how they behave, and compel them to act. How do you achieve this? Through the successful implementation of a solid and focused brand strategy, of course! This applies across industries and business models—from B2C to B2B. It’s just as relevant for industrial manufacturers. A strong industrial branding strategy is the most important aspect of your marketing efforts. Indeed, it is the foundation that supports and informs all of your marketing messaging. Without an integral brand, your company will blend in with the competition. Use brand development to differentiate yourself from competitors and to communicate your promise to customers. Not only is it your brand’s job to deliver your brand promise, but it should also be directly connected to consumer needs, emotions, and competitive environments. After all, you want your brand to be distinctive to create value and connection among customers.

Matching Grants for Marketing Strategies

There are numerous sources of funds for small businesses and manufacturing companies located in Massachusetts, and one specifically targeted to manufacturing companies is now in the state budget. The Commonwealth of Massachusetts has once again appropriated $250,000 for SBANE's Manufacturing Matching Grant Program. The program seeks to provide targeted matching grants to manufacturing companies seeking to enhance the company's bottom line.

Write a Post to Boast About

Social media posts are an essential part of any industrial marketing strategy for manufacturers. You read that right. Yes, social media is an intrinsically viable channel for you to get new customers and retain customer loyalty. Not only do these posts connect your business with the appropriate audience, but they also attract visitors to your website and can eventually turn strangers into customers and customers who align with your brand identity into evangelists for your products.