Newsletter Masthead
March 2012

The Marketing of Manufacturing

When many of you think about the Marketing of Manufacturing you think of large companies that have shown exceptional skill in influencing consumers/businesses to purchase their products.  P&G…they are known as a global marketing leader for their Brands (manufactured products) e.g. Pampers, Tide, Always, Crest,  etc.  (Shameless plug as a P&G alumni) 


However, if you ask the general public about their impression of working in Manufacturing, they have the perception of some assembly line job, or working in a factory with smoke stacks on it and not the full breadth of what is available in manufacturing.


With such a perception, is there any doubt why when kids are growing up they are NOT saying “When I get older I want to work in manufacturing”.  Manufacturing provides the opportunity to build a tangible product that can be consumed potentially all over the world.  The top 10 largest US Manufacturing industries accounted for over 4 trillion in sales.



10 Largest U.S. Manufacturing Industries, 2011

Revenue (Millions)



Petroleum & Coal Products


Exxon, Chrevron, Conoco


Computers & Other Electronic Products


HP, IBM, Apple, Dell




P&G, Dow, DuPont




J&J, Pfizer, Merck and Co.


Motor Vehicles


Ford, GM, Harley-Davidson




General Mills, Kellogg, Campbell


Aerospace & Defense


Boeing, Lockheed Martin


Electrical Equipment & Appliances


GE, Emerson, Whirlpool




Caterpillar, Deere, Xerox




Pepsi, Coke, Snapple






- Ranking from Industry Week


With the financial sector meltdown, the best and brightest have to reconsider what fields will bring them the most career and financial opportunity and now manufacturing is getting a second look. 


  • Manufacturing jobs pay on average around 25% more than service jobs


  • Manufacturing has been leading the comeback in the US economy with over 24 months of growth and has added over 430,000 jobs since January 2010.


  • For every 9 manufacturing jobs created another 1 job in an ancillary field is created


  • Manufacturing is 12% of US GDP accounting for about 1.5 trillion in exports


  • Manufacturing has been the largest driver of building the middle class in the US


Although these are the facts, the continued success of US Manufacturing is based on the future workforce.  What are each of us doing to educate those around us (our kids, family, associates, etc.) that we work in Manufacturing doing Sales, Finance, Operations, Marketing, Engineering, Production and NOT that we just work in Sales, Finance, Operations, Marketing, Engineering, Production, etc.  How are we encouraging our kids and other youth around us to develop mechanical aptitude and complex problem solving skills that are critical to innovation and building manufacturing enterprises. 


Hence, how are each of us Marketing Manufacturing to the future workforce?


Ben Moore
Agent Technologies, Inc.


Continue to blog about this article at:
The Consumer's Workshop: the future of American manufacturing
The Consumer's Workshop: The Future of American Manufacturing is a hand book on how to setup the systems within your company and create the workforce you need to be successful now and in the future.  Written by authors that have worked at some of America's largest manufacturers, founded their own manufacturing organizations and helped numerous small manufacturers grow.
The Consumer's Workshop: The Future of American Manufacturing is a must read for today's business leaders.  It is insightful and provocative in its approach to where US manufacturing has been, how manufacturing got into the troubles it faces today and what we need to do to become the standard for world class once again.  If we want to know how to regain that competitive edge once again, the roadmap is certainly the pages of The Consumer Workshop.

-- Bruce Vaillancourt,Director, NIST MEP Program, TechSolve, Inc.

Book The Consumer's Workshop is an extremely timely review of how manufacturing strategy developed in the past
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-- Frank Piller, PhD, International Manufacturing Consultant

As the authors make clear, eventually American manufacturing will become the workshop for direct production of consumer's own designs -- or it will be no more. Begin that path by following the steps outlined here."
-- B. Joseph Pine II, author, Mass Customization: The New Frontier in Business Competition

Investment: $12.99





In This Issue

The Marketing of Manufacturing

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Manufacturing Statistics February 2012


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Manufacturing Statistics 
1) Industrial production in January 2012 was unchanged from December 2011.  Manufacturing production increased 0.7% in January 2012. Source: Federal Reserve Board
2) Nonfarm payroll employment increased by 227,000 in February 2012.  Manufacturing employment increased by 31,000. Unemployment rate remains unchanged at 8.3% nationally. Source: Bureau of Labor Statistics
3) Manufacturing Trade Deficit increased to $50.4 billion in January 2012 on exports of $180.8 billion and imports of $233.4 billion.  Sources: Census Bureau, Bureau of Economic Analysis
4) New orders for durable manufactured goods in January decreased $8.6 billion or 4.0% to $206.1 billion.  Source: Census Bureau
5) Inventories of manufactured durable goods in January increased $2.6 billion or 0.7% to $372.5 billion.  Source: Census Bureau

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