To most people, “Made in America,” “Made in the USA” and “American-Made” are synonymous with high quality. The trend of manufacturing inexpensive products overseas has improved the perception of American-made products during the last few decades.
Many people negatively associate manufacturing in developing countries with underpaid labor, lax safety restrictions and inferior standards. What’s more, with emerging countries like China poised to become major players in the global economy, many Americans have become increasingly focused on supporting American manufacturing. That’s why many manufacturing companies use “Made in America” as a marketing strategy.
Want to know how to make “Made in America” work for you? Read on for our tips.
- Make sure your product qualifies as American-made. The Federal Trade Commission requires products labeled “Made in America” to have all or virtually all their parts produced in the United States. Specific rules are available here.
- Your website is a tremendous tool for marketing your made-in-America status, but don’t go overboard. Websites plastered with American flags and signs flashing “Made in America” can overwhelm visitors and detract from the rest of the site’s design. Keep your message simple and on your home page.
- In addition to your website, incorporate “Made in America” into your overall branding strategy. Add the message to your brochure, catalog, direct mailings, email blasts, trade show exhibits and social media accounts.
- Spread your American-made message by joining associations that promote American products and reaching out to other organizations interested in American-made wares. For example, PBS NewsHour aired a “Made in America” segment where it challenged new home builders to construct a home using only American products, and developed a list of the featured companies. Diane Sawyer also does a regular “Made in America” feature on ABC’s World News.
Consumers are asking for American-made products. Give them what they want by positioning your company as an American brand.