none

MAKE THE MOST OF BEING AUSTRALIAN MADE

17-08-2020
by 
in 

The current shift in sentiment towards Australian Made products provides local manufacturers with a unique opportunity that needs to be pursued in a timely manner to extract the greatest benefits.

From a marketing strategy aspect, there are some important issues to consider when leveraging Australian Made.

Don’t expect buyers to proactively change suppliers because you are an Australian Made option, especially in the business to business sector. We continually research our clients’ customers and have found that across all markets, business buyers don’t change suppliers easily or frequently.

Sticking to what they know is a great form of managing risk.

The starting point is always to have an up-to-date and real understanding of what is valued by your target markets. The ‘rusted on’ internal views can often be way off the mark.

Put some time into customer and non-customer research. It doesn’t need to be lengthy and costly, just a check to see if internal opinions are relevant. If there are some surprises, then explore those in more detail.

The next step is to ensure your value proposition is in line with what your customers need. It’s no use pushing Australian Made if you don’t satisfy their most basic requirements.

With your VP now matching your customers’ needs, the Australian Made angle should be the major point of difference. However, you need to answer the ‘so what’ response to promoting being Australian Made.

What are the benefits for the buyer – both emotional and functional – from you manufacturing locally? Functional benefits are obvious and just need to reinforce the value of local supply and support.

The emotional benefits need to be explored but should trigger the current sentiment towards manufacturing in Australia. Local jobs will increasingly be the major emotional benefit, especially as government support packages diminish and unemployment increases.

Other benefits of a local presence can be around your ability to also satisfy certain social procurement goals with public companies and government, who are increasingly seeking support with their compliance around these social issues.

Tell the market – don’t assume everyone knows there is an Australian Made option. And keep it simple; tell them you’re an Australian manufacturer and this is how you satisfy their needs.

The timing is now. Leverage from the current Australian Made campaigns, political focus and ongoing editorial in trade and mainstream press.

Leo Kerema is the strategy director for Australia’s leading business to business marketing agency, IMA. Prior to being a consultant Leo was the corporate brand manager for BlueScope Steel and previously held the position of brand manager responsible for the company’s coated product range including Colorbond and Zincalume steel. Leo assists Australian manufacturers such as BlueScope, BOC Gas, Dincel and Bisalloy with their brand and marketing strategies. www.imab2b.com

Related news & editorials

  1. 20.10.2020
    20.10.2020
    by      In , In
    In his Budget speech, Treasurer Josh Frydenberg announced that the federal government would introduce a new round of changes to the Research and Development Tax Incentive.
    Industry Update’s readers will know that I have long been concerned about a Morrison government bill aimed at cutting $1.8... Read More
  2. 11.09.2020
    11.09.2020
    by      In , In
    As we entered 2020, nothing could have prepared Australians that we were set to face economic turmoil not seen since the Great Depression, borne out of a global virus.
    While we don’t know the precise effects of this virus nor in turn the economic consequences, what we do know is that we are... Read More
  3. 10.09.2020
    10.09.2020
    by      In
    This article isn’t all about how to ensure your investment in automation is the best value for money today, but rather about ensuring your investment in technology is flexible enough to create viable options for your business well into the future.
    This will save costs for your company many times... Read More
  4. 09.09.2020
    09.09.2020
    by      In , In
    Manufacturing will be crucial to Australia’s recovery from the COVID-19 pandemic.
    That has been acknowledged in the Morrison Government’s interventions to ensure that there is a stockpile of personal protective equipment for healthcare workers and ventilators for ICUs.
    But the Government also needs... Read More