There are plenty of manufacturing SMEs producing high-quality products, using the best and latest technology to keep themselves competitive.
With the news that several major carmakers will cease operations in Australia in the not-too-distant future, it's no shock that manufacturing in this country is seen by many as an industry on its last legs.
As these good news stories don't seem to find much coverage in the mainstream media, it's up to the actual companies to stand up and be noticed, and there are numerous examples of overseas outfits currently using online branding to highlight their prowess.
Established in 1955, this Wisconsin-based manufacturer and global distributor of modular press tooling has faced the prospect of its core capability falling behind newer technologies, such as lasers. That is, until a revamp of its website, along with a new logo and updated tagline (“Speed Within Reach”) took on those perceptions.
The first page of the new website that visitors land on effectively communicates the company's main selling points of speed and efficiency, with the visitor's eyes drawn straight away to a slideshow featuring keywords such as “speed”, “in a click”, “fast” and “one minute”.
Each slide cleverly features links to videos and online catalogues, with other prominent buttons on the page calling to action quote requests and mailing list subscriptions.
These digital marketing achievements scored UniPunch accolades from the Web Marketing Association in the form of a WebAward for Outstanding Achievement in Web Development – Best Manufacturing Website in 2013.
Armstrong World Industries
Floor and ceiling designer and manufacturer AWI operates 32 plants in eight countries and employs approximately 8500 people worldwide, with sales of approximately $2.6 billion during 2012.
The company gained widespread acclaim (Best Manufacturing Email Message Campaign and Best Manufacturing Social Media Campaign) at the Internet Advertising Competition Awards for its i2r (Idea to Reality) Design Competition, which launched on September 10, 2012.
The campaign included social media promotions on Facebook, Twitter, Pinterest, and Google+, with the competition website receiving 58,000 views, 200 submissions and 1000 public votes.
Of the 900 shares through social channels like Facebook and Twitter, 41% later participated in the competition either through an entry or vote. Three email announcements for the competition had a 36% average open rate compared to the 20% industry benchmark.
Illinois-based B2B contract manufacturer Fusion has undergone a concerted rebranding effort since early 2012, including officially changing its trade name to “Fusion OEM” in order to better identify with its core target market.
The site is another excellent example of how to call visitors to action quickly, with several contact options displayed prominently on the landing page as well as links to videos that explain product offerings and provide glimpses of the company's work culture.
Further efforts to highlight how the company operates include a wide-ranging blog, a regularly updated news section, a gallery of machine types, as well as a page listing various awards (including its recent induction into the Chicago Area Entrepreneurship Hall of Fame).