Despite so much buzz about the importance of made in the USA
products, there are still customers who see cheaper prices and opt to
go for the products made in China or elsewhere.
Jerry Moffett, vice president of sales and marketing for RuffDawg
in Worcester, Mass., said it’s important that customers consider more
than just price when making decisions on what to buy. With this in
mind, the company promotes its products and their various attributes
in several ways.
“Besides print advertising and our website, we spread the word
on social media,” he said. “Instagram in particular has been a great
platform for talking directly to consumers about our products. We
also regularly give toys out for consumer reviews.”
Beyond product data sheets and information on its website, Pura
Naturals Pet in Seattle has created detailed educational pieces that
explain the science and technology of a variety of its products and
how they benefit pets.
“These are provided to our sales team, distributors and commu-
nicated through HTML blasts, newsletters and social marketing,” said
Julie Creed, vice president of sales and marketing for the company.
“We’re a big believer in ongoing communication to our reps, distribu-
tors and retailers, because when they’re successful, we are, too.”
Anita Dungey, president at Auburn Leathercrafters in Auburn,
N. Y., said it’s especially important to have a well-educated staff,
one that is available to answer customers’ questions about a prod-
uct’s features and benefits, materials and ingredients, and source
or country of origin.
What is your top tip for increasing sales of made in the USA products?
“Line representation is important. If you have room, create
a boutique style ‘shop within a shop’ to highlight specific
collections and create add-on sales. Smaller locations can use
90-inch rounds with a tablecloth and merchandise products
with a few risers and signage.”—JULIE CREED, vicepresident
of sales and marketing for Pura Naturals Pet in Seattle