DON'T KEEP YOUR CUSTOMERS IN THE DARK

      Whether it's a lifejacket, a baby stroller, a barbecue, lawn furniture, a rugby shirt, or a pair of socks or workboots, if you are manufacturing a high quality product here in Canada that is targeting the mid to high end of your market, its critical that you provide your customers as much company and product information as possible in an effective way,  so that they can justify spending more money on your product than they would otherwise spend on something made offshore.  There are 2 major reasons that its more important than ever to be doing this in today's world marketplace.

FIRST: High unemployment levels from the recent credit meltdown and the well publicized loss of high paying manufacturing jobs; growing consumer concerns surrounding the quality of offshore products and their quest for more durable, longer lasting goods;  the Buy Local movement which has spread like wildfire through the food industry and is threatening to spill over to other product sectors;  the heightened interest in the ethical and environmental policies of the company's they buy from.   All these trends have converged in a perfect storm of opportunity for local manufacturers to sell to a significant group of consumers who want to be part of the solution to these problems when they buy something.  They want to be change agents by voting with their dollars,  feeling good that when they make a purchase they are buying safe, well designed, well made products from companies that create local jobs and treat the environment, their employees, and the communities they serve with respect.  They are getting fed up with buying stockings that tear the first time they wear them, shoes that don't fit, melamine in pet food, and lead in crib paint.   They don't just want a functional product at a low price.  Rather they want the total package and are willing to pay more for it!

SECOND: When you do provide informative, detailed company and product information to your customer niche you will be competing in a way that is exactly opposite to the strategy Big Box discounters rely on to move product.  The discount chains, believe it or not, strategically try to keep their customer's "In the Dark" about the products they buy, depending rather on low prices, brand recognition, lack of product selection, packaging,  shelf/store layout, and private labelling to entice their customers into impulsively buying now.  They depend on an uninformed customer that is kept at arms length from the details they need from you the manufacturer to assess the real differences between products.   This "In the Dark" strategy provides saavy manufacturers like yourselves, sometimes with the help of creative communication and ad agencies,  the opportunity to fill consumers growing thirst for relevant information via an integrated campaign encompassing your websites, packaging, labelling, store posters, and advertising.

     Lets look at a few examples from companies that are in my opinion doing this fairly effectively.

ROOTS CANADA(TORONTO):  When you go to the counter at a Roots Store you can pick up 3 information booklets emblazoned with the Roots logo in 3 different shades of green.  The booklets are entitled:        

                 -THE GREENING OF ROOTS:"Concern for the environment is one of the core values of Roots.  Its an intrinsic part of our ethical, socially responsible  approach to doing business."

                 -QUALITY IN WHAT WE MAKE HOW WE MAKE IT:"Roots manufactures its products in Canada, including at our own state-of-the-art factory in Toronto, and in the United States, South Asia, Asia and South America.  Whether in Canada or abroad, we work only with reputable suppliers who adhere to the Roots Code of Conduct.

                 -HELPING MAKE THE WORLD A BETTER PLACE: "Social responsibility is an important aspect of Roots.  As such, we have always believed in contributing to the communities where we work....especially in Canada.

Besides these booklets, Roots makes liberal use of Made in Canada signs on store shelves and does a booming on-line store business to compliment their stores.  Check out their website at www.rootscanada.com.

CHARIOT STROLLERS(CALGARY): Chariot helped create the market for technically sophisticated baby strollers adaptable to a variety of biking, running, and hiking activities for today's active parents.  If you go to their website, www.chariotcarriers.com, you will see three headings entitled; About Chariot, Chariot Innovations, and Safety and Testing.  Here are some excerpts from each which are accompanied in many cases by effective video presentations that I encourage you to watch. 

ABOUT CHARIOT: "There are very few companies in the world who solely dedicate themselves to the outdoor transportation of children.....We believe our purpose is to produce the most innovative, the safest, and the highest quality child carrier products on the market.  We are guided by principles such as family togetherness, outdoor activities, health and fitness, balanced lifestyles, environmental sustainability, corporate responsibility, and an ongoing commitment to transforming your family outings into unforgettable memories.  Every Chariot Carrier is proudly designed in Calgary, Alberta, Canada.  And to this day many of our products continue to be produced in our Calgary facility.....Chariot is a privately-held, family-run business who, through intense focus and determination, has earned the distinction of being the market leader in North America and many European countries."

CHARIOT INNOVATIONS:  "Being leaders in design and engineering means that Chariot is often the first company to introduce features to the world of child transportation.  Chariot's innovations include: The Child Transportation System(CTS), VersaWing and ezClick, ezFold, Drum Brakes, HeightRight Handlebars, ezZHitch, Englo and Stridelite. NOTE:  There is a great video that explains each of these innovations in detail.

SAFETY AND TESTING: "Your child's safety is central to every design and manufacturing decision at Chariot.  Rigorous testing and customer feedback has given Chariot an edge in making products that give you peace of mind....Some of the tests conducted on each Chariot model are:  side and rear impact, nose drop, suspension, hitch, tip over, and long term durability on a very rought simulated road....Additional international test results have further verified this quality."NOTE:  Once again, Chariot, provides effective video clips of each quality test procedure in action.

BARBARIAN SPORTSWEAR:(KITCHENER) Barbarian Sportswear has been making high quality rugby wear locally for the worldwide market for over 20 years; all of it woven and fabricated in their modern production facility.  If you go their website, www.barbarian.com you will notice a tab called The Genuine Article.  Click on it and Barbarian provides you 10 ways to identify what they call "theREALone".  This list really brings home the longlasting quality Barbarian puts into every shirt they make.  Here are a few items from this list:

              -Underarm reinforcing patches sewn with a zigzag-stitch for added durability.

              -Rubber buttons for safety are attached with a cross stitch.

              -Collar is 8.5 ounce twill, triple-stitched with ¾" reinforcing tape for extra strength.

              -Semiciruclar reinforcing patch at the back of the neck.

              -Two bar tacks prevent placket from gaping open

              -Lycra plaited seamless cuffs attached with two-needle overlock stitch for exceptional

               shape retention.

     As with Chariot, the descriptions are detailed with a purpose, knowing that their customer's really want to understand why their product is superior to the knockoffs available for 1/3 the price at a discounter.  NOTE:  Besides providing customers their dealer network, Barbarian has recently added an online store as well as a customized build your own shirt section to take advantage of the growing trend to online, custom purchases.

     Many other examples abound including Timberland Boot's new Earthkeeper 2.0 eco-marketing campaign, and Hellman's mayonnaise Buy Local-Do You Know Where Your Food Comes From social marketing campaign.  These examples and many others like them point to a growing consumer focus on the intangibles of your product that if you do it right can create unbreakable connections with your company.  So don't continue to put all your energy and focus into a conventional product marketing strategy that assumes that your customers just aren't interested in warm, fuzzy, "outdated" ideas about where, how, and by whom a product is made, and whether or not your company supports the local community.  That may have been the case 10 years ago but its definitely not the case today.  Remember ultimately your customers are not the retailers you sell to but the people who use your product every day.  They are the ones you need to be reaching.