Being Australian Made: A Brand Promise in Itself

Not sure if you have noticed lately, but there has been a strong shift in market sentiment towards “Australian Made” products and solutions.

Being local has provided industrial brands with a unique opportunity… From a marketing perspective, there are some important points to consider when leveraging Australian Made for your products and solutions.

Consider the Switching Cost.

Promoting your local will never immediately turn the purchasing decision your way. Don’t expect any industrial buyer to change their suppliers that quickly. They may trial you based on a host of reasons. However, the switching cost is usually high and there are always a number of factors to consider outside of price alone.

At Industrial Ideas, we continually conduct market research studies for our clients and have uncovered that the key drivers of choice for industrial product supply can provide insights to improve your value proposition. Industrial buyers usually deal with three to four key suppliers and have some form of loyalty based on their relationships. Trust is built over time, product quality, certification, customer service, fast lead times, and technical support are always expected to be at a competitive level.

Invest in Customer and Market Research.

Market Research will help you uncover key findings and insights – into being local. You may find your customers will pay a premium to support Australian Made, based on all the other key drivers being at a high level.

Strengthen Your Value Proposition.

You will need to strengthen your value proposition. It’s no use pushing being local and Australian Made if you don’t deliver on your brand promise, satisfy your customers’ needs and help solve their biggest challenges.

Link the Key Benefits of being Australian to Your Value Proposition.

With your value proposition now matching your customers’ needs and challenges, the Australian Made positioning should be one of your brand’s key points of difference. By calling on Australians to buy Australian right now is super powerful and a message that cannot be ignored.

Considering the current market environment, being local and supporting Australians in their time of need is a huge emotional driver. You just need to do the right thing, support and you will be supported in return. But ensure your audience and customers is aware of your value.

Communicate Your Value.

Promote your value proposition and engage your customers with all your brand communications. Don’t assume everyone will know you are 100% local and Australian Made. Make your communications easy to understand and keep your messaging simple.

Industrial brands that excel at this level of differentiation will stand out from the pack.

If you are aiming to differentiate your brand, products, and solutions you must stay true to your origin and journey.

The Timing is Now.

This TV ad features footage from AMCL’s ‘Australian Makers’ video series, which showcases a number of Australian manufacturers and growers that proudly carry the Australian Made logo.

According to Roy Morgan Research, almost all Australians (99%) are aware of the Australian Made logo, and 88% trust the mark as an identifier of genuine Australian products.

The timing is ripe for you to leverage from the current Australian Made sentiment, mass advertising campaigns, media coverage, and government support, and economic stimulus.

Need help with stengthening and communicating your value proposition, lets chat

INDUSTRIAL BRAND ACTIVATION GUIDE

Learn how to activate your brand, increase brand awareness and engagement levels. You’ll need to consider 5 key questions to be customer driven, enhance customer experience and set your brand up to win for the long-term. It’s the brands that challenge, create change and have the ability to inspire the people around them who will win with their Brand Activation Strategy.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.