American Flag

Maybe your medical device is Made in America, but you shy away from blatant flag-waving. We understand, but what if the made in America status could tip the scales in your favor in a sale?

According to a study by Reshoring Institute, nearly 70% of B2B buyers and consumer respondents indicated that they prefer American-made labeled products. All things being equal, 83% said they would pay up to 20% more for domestic products. "The strong preference for American-made products has trended upwards over several years," said P.R. Newswire. That's a significant edge, especially with a tough economy looming.


Executing a Made in America Strategy


MIA isn't a replacement for your current branding or USPs, but it can be a powerful adjunct. A subtle approach would be to add the phrase Made in America to your current marketing tucked away as a tertiary element underneath your logo. Don't forget to label ads, web banners, packaging, and collateral materials.

The whole hog approach is to develop a campaign that stresses Made in America. We designed print and digital ads for one client and a mini site that encouraged visitors to explore the quality of materials used in production. Did it work? Yes, it enabled our client to maintain and gain share through a recession.

Before grabbing the red, white, and blue, think about how your current brand fits with the MIA claim. If, for example, your marketing features your European design team, a factory in Shang Hai, or images of Switzerland's Matterhorn, you may want to reconsider.


Why Buy American


Consumers are motivated to buy American because of the perceived quality of USA-made products. Over 46% of respondents in the Reshoring study believe that products manufactured in America are of better quality than those manufactured in other countries. In addition, says a 2013 "Consumer Reports" study, U.S. consumers are also concerned that products built abroad may have used child labor or don't adequately pay their workers.


Dotting the I's and Crossing the T's


The FTC says a Made in America if it's all or virtually all manufactured in the USA. Therefore, before diving into your MIA campaign, you'll want to consult the FTC's made in America rule and your product's compliance with U.S. origin claims.

Customers and prospects alike will take pride in your Made in America label, and it burnishes your brand and provides another important reason to prefer your product.

Need help with an MIA strategy or campaign call Susan Abramovitz, director of planning, at 513-976-6480.

Send comments to Bill Abramovitz