Manufacturers the unsung heroes

Manufacturers are too often the quiet achievers in the world of brand and marketing. Where consumer brands come out singing and waving their hands to be noticed, many manufacturers operate so far under the radar that a $100m company could go unnoticed by the average Joe for its entire existence.

But not right now. Manufacturing is having a huge moment in the spotlight in Australia, unfortunately for all the wrong reasons.

Company closures and question marks over the sustainability of the manufacturing industry in Australia are daily headlines. In light of the bad rap manufacturing is getting, I thought I’d dedicate this week’s column to one of the little known – at least in the consumer world – New Zealand manufacturers with a large Australian presence. How I came across this company, Autex, is purely coincidental…

Marketing and the maturing manufacturer

Your manufacturing business is poised for growth. You’ve just won that large client your sales team have been working on for years. You’re about to enter new markets that could create unprecedented opportunities. You’ve acquired another business and there are prospective clients you know are a perfect fit.  You’ve created a new product that has the potential to put your company on the map.

These typical events in the lifecycle of a growing business signify a crossroads that can take your company from humble to great. It’s at this point that the topic of marketing also tends to enter the conversation and move from the sidelines to the boardroom. And with good reason…