Improve your production and customer experience

KAT PLEWA| August 29, 2018
IMPROVE YOUR PRODUCTION AND CUSTOMER EXPERIENCE
Additive Manufacturing is making its way up in different sectors of retail. From 3D printed washing machine parts, electronic components, to 100% sustainable shoes, companies try to create a totally new and improved customer experience. And the latter factor is the key to be successful in the retail industry.

Spotlight

Benninger AG

The Swiss company Benninger has been the textile industry's leading partner across the globe in the design, engineering, manufacturing and service of state-of-the-art, advanced textile finishing and tire cord solutions for the global textile, chemical fiber, tire and conveyor belt manufacturing markets for more than 150 years. Benninger develops and manufactures textile finishing and cord pro-duction ranges as well as providing complete system solutions.

OTHER ARTICLES

This Is How You Can Lower Your Manufacturing Overhead

Article | December 21, 2021

When it comes to developing a budget for the following financial year of your manufacturing business, many operations managers start with direct labor and material expenditures. But, what about manufacturing overhead costs? Manufacturing overhead is any expense not directly tied to a factory's production. Therefore, the indirect costs in manufacturing overhead can also be called factory overhead or production overhead. Outsourcing and globalization of manufacturing allows companies to reduce costs, benefits consumers with lower-cost goods and services, and causes economic expansion that reduces unemployment and increases productivity and job creation. – Larry Elder So, this article focuses on some highly effective overhead cost reduction methods that would help you build a healthy budget for the following year. Manufacturing Overhead Costs: What Is Included? Everything or everyone within the factory that isn't actively producing items should be considered overhead. The following are some of the variables that are considered overhead costs: Depreciation of equipment and productionfacilities Taxes, insurance, and utilities Supervisors, maintenance, quality control, and other on-site personnel who aren't producing signs Indirect supply from light bulbs to toilet paper is also included in the overhead cost. Manufacturing Overhead Costs: What Is Excluded? Everything or everyone within or outside the factory that is actively producing items should be excluded from the overhead costs. Factory overhead does not include the following: Product materials Employee costs for those making the goods daily External administrative overhead, such as a satellite office or human resources Costs associated with C-suite employees Expenses associated with sales and marketing - include pay, travel, and advertising How to Calculate Overhead Costs in Manufacturing To know the manufacturing overhead requires calculating the manufacturing overhead rate. The formula to calculate the manufacturing overhead rate i.e. MOR is basic yet vital. To begin, determine your overall manufacturing overhead expenses. Then, add up all the monthly indirect expenditures that keep manufacturing running smoothly. Then you can calculate the Manufacturing Overhead Rate (MOR). This statistic shows you your monthly overhead costs as a percentage. To find this value, divide Total Manufacturing Overhead Cost (TMOC) by Total Monthly Sales (TMS) and multiply it by 100. The final formula will be: Assume your manufacturing overhead expensesare $50,000 and your monthly sales are $300,000. You get.167 when you divide $50,000 by $300,000. Then increase that by 100 to get your monthly overhead rate of 16.7%. This means your monthly overhead expenditures will be 16.7% of your monthly income. Being able to forecast and develop better solutions to decrease production overhead. Five Ways to Reduce Manufacturing Overhead Costs A variety of strategies may be used by manufacturing organizations to reduce their overhead costs. Here is a summary of some of the most important methods for reducing your manufacturing overhead costs. Value Stream Mapping – A Production Plant Process Layout A value stream map depicts the entire manufacturing process of your plant. Everything from raw material purchase through client delivery is detailed here. The value stream map provides you with a complete picture of the profit-making process. This overhead cost-cuttingmethod is listed first for a reason because every effort to reduce manufacturing overhead costsstarts with a value stream map. Lean manufacturingis also one of the techniques of eliminating unnecessary time, staff, and work that is not necessary for profit and has gained undue favor in the manufacturing process. You must first create a value stream map of the whole manufacturing process for this technique to work. Once the lean manufacturing precept is established, the following strategies for decreasingmanufacturing overhead expenses can be examined. Do Not Forget Your Back Office Management Before focusing on factory floor cost reduction techniques, remember that your back offices, where payment processing and customer contacts occur, may also be simplified and increase profitability. Fortunately, automation can achieve this profitability at a cheap cost. Manufacturers increasingly use robotic process automation (RPA) to sell directly to customers rather than rely on complex supply networks. This automation eliminates costly human mistakes in data input and payment processing by automatically filling forms with consumer data. Moreover, the time saved from manual data input (and rectifying inevitable human errors) equates to decreased labor expenses and downtime. Automating Your Manufacturing Plant For a long time, manufacturers saw factory automation as a game-changer. As a result, several plant owners make radical changes in their operations using cutting-edge technologydespite knowing it realistically. Over-investing in technologies unfamiliar to present industrial personnel might be deemed a technology blunder. Investing in new technology that doesn't generate value or is too hard for current staff to use might be a mistake. It's usually best to start small when implementing newtechnology in manufacturing. Using collaborative robots in production is one way to get started with automation. They are inexpensive, need little software and hardware, and may help employees with mundane, repeated chores that gobble up bandwidth. It is a low-cost entry point into automation that saves labor expenses and opens the door for further automation investments when opportunities are available. Reuse Other Factory Equipment and Supplies Check with other factories to see if they have any unused equipment or supplies that may be "redeployed" to your manufacturing plant. Redeployment would save you time and money by eliminating the need to look for and install new equipment while lowering your overhead costs. Outsourcing a fully equipped factory, equipment, or even staff can also assist in lowering overhead costssince you will only pay for what you utilize. As such, it is a viable method to incorporate into your production process. Employ an In-house Maintenance Expert An in-house repair technician can service your equipment for routine inspections, preventive maintenance, and minor repairs. This hiring decision might save money on unforeseen repair expenses or work fees for an outside repair provider. Having someone on-site who can do emergency repairs may save you money if your equipment breaks after business hours. Final Words Manufacturing overhead costis an essential aspect of every manufacturing company's budget to consider. Smart manufacturingis intended to be productive, efficient, and cost-effective while effectively managing production expenditures. Calculating the manufacturing overheadcan provide you with a better understanding of your company's costs and how to minimize them. Depending on the conditions or geographical needs, each manufacturing plant's overhead expensesmay vary. As a result, identify your production overhead costsand concentrate on reducing and improving them. FAQ What are manufacturing overheads? Manufacturing overhead cost is a sum of all indirect expenses incurred during production. Manufacturing overhead expenses usually include depreciation of equipment, employee salaries, and power utilized to run the equipment. What is a decent overhead percentage? When a business is functioning successfully, an overhead ratio of less than 35 % is considered favorable. How can I calculate the cost of manufacturing per unit? The overall manufacturing cost per unit is determined by dividing the total production expenses by the total number of units produced for a particular time.

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Egyptian Warehouse Automation Leader Solves North American Supply Chain Disruption Challenges

Article | January 20, 2022

COVID drove many supply chain disruptions in 2021. This was particularly true for companies using Asia to source product. Sadly, the bottleneck continues in 2022, but there are new channels now available to serve the North American material handling market. System integrators, dealers, and distributors in the space cannot work with vendors who offer slow delivery timetables. Customers want shelving, racking, conveyors, and robotics no later than Q3 2022. MODEX 2022 provides answers to solve the supply chain disruption MODEX 2022 (March 28-31, 2022) in Atlanta, will once again bring many global manufacturers to the event. Nearly 800 exhibitors and 40,000 attendees will respect COVID health and safety protocols while learning about much needed solutions from a variety of global manufacturers. For the first time there is an African company exhibiting at MODEX: LinkMisr International. Booth #C5475

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Content Marketing for Manufacturers: How to Build a Successful Plan?

Article | January 4, 2022

Content marketing for manufacturers has become an essential component of every organization, and the manufacturing industry is no exception. Manufacturers are concentrating more on increasing their presence in both the digital and physical markets. As a result, the content market is seeing a boom as novel techniques are aimed at reaching the end objective of the manufacturing company. According to PRNewswire, the worldwide content marketing industry is expected to increase by USD 417.85 billion between 2021 and 2025, at a CAGR of over 16%. “Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin Why Is Content Marketing Critical to Your Business's Success? Promotes trust Helps in the formation of your brand's identity Enables you to take advantage of organic search results Performance is easy to assess Produces leads and attracts ideal buyers It balances the playing field, resulting in a higher ROI It enables you to benefit from social shares It entices visitors to return to your website on a regular basis Manufacturing Content Marketing Strategies That Work Recognize the Buyer's Pain Points Writing amazing content requires knowing your target audience. Knowing your ideal customers helps you generate content that is relevant to them. When your potential buyer visits your website and finds content that answers his or her inquiries, you've already removed one hurdle for your sales staff. How does your sales team define a good prospect? Who are they? What do they do? Why are they visiting your business? What is their industry knowledge? The answers to all such questions influence what and how you write. Once you start recognizing your buyers, you can get the prospect and confidence in your organization to address your buyer’s difficulties. Do Research on Keywords Everyone appears to believe that skipping keyword research is acceptable. However, this is not the case. If you want to focus on marketing activities that yield big returns, you need a best manufacturer content marketing strategy backed by solid SEO. Keyword research is the first step. Use one of the numerous internet keyword research tools to find terms with high search traffic, low competition, and relevance to your manufacturing company's activity. The better your keyword research, the better your content approach. Create and Schedule Consistently Excellent Content Writing outstanding content is by far the greatest strategy to increase your manufacturing company's SERP rank. Hire a good content writer or content strategist who can combine your technical expertise, keywords, and purpose into a meaningful blog, case study, or content offer that gets results. Your material must be good to rank well. Irregular content, like scattered production, always spells disaster. Having a defined timetable that your audience understands is essential to successful content marketing. Whether you produce material weekly, monthly, or quarterly, a timetable ensures that content is consistently released and updated. Make Your Content More Visible Once your content is ready, make your content visible to your target audience. Get your content marketing for manufacturing plan going to promote it in every way. You're in a tough spot when it comes to content marketing for manufacturers. To stay ahead of the competition, you must constantly monitor the performance of your materials. Keep an eye on everything you create and promote. Analyze which content form is performing well. Is it a blog? A time-lapse video? Or infographics? Identify your best-performing content so you can develop more of it. Also focus on the content that doesn't perform well. Consider why that content didn't work for your audience. Is it too hard to rank that post? Is there a better platform or medium for the content? All of these queries must be answered to establish a strong content strategy for your company. Optimize Your Content Marketing The lack of industry-specific content marketing tactics is a major challenge for manufacturers. Many businesses use a generic strategy that ignores their particular customer connections, making different types of content marketing for manufacturers ineffective. As the manufacturing business is a specialized business in any particular area, they also need specific content marketing strategies. Hence, focus on building a unique content marketing strategy that would help you optimize your business reach to your target audience. General Electric Is Taking the Lead on Social Media GE has come a long way from its 1892 beginnings. While it has retained basic product streams such as lighting, transportation, and power transmission, the goods themselves have developed dramatically. Social media marketing has become increasingly important as new technology transforms the corporate scene. GE's Instagram Presence GE's Instagram feed is an excellent illustration of widespread appeal. GE always shares attractive photographs with full explanations. It recognizes the power of pictures and captures common scenes in fascinating ways. Final Words Utilizing cutting-edge content marketing methods for manufacturing businesses is critical for increasing your business's visibility and reach with your target audience. Ascertain that you select the appropriate techniques to advance your digital and physical presence in the industry. Discover the most effective plan for manufacturing content marketing and change your present marketing methods into more refined and up-to-date ones. FAQ What are the best ways to market a manufacturing company? The best approaches to advertising any manufacturing business are to concentrate on improving content, email marketing, SEO, press releases, and event sponsorship. Is marketing vital for manufacturers? Yes, since marketing opens up a whole new world for manufacturers, and a strong brand helps any business stand out from the competition.

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How Can Manufacturers Redefine Marketing Strategies in the Age of COVID?

Article | April 27, 2021

What do you need to create a killer B2B marketing plan or scale it to support a new marketing business in the age of COVID-19? Many manufacturing companies struggled when the coronavirus started. Some of them paused all marketing activities, waited for the lockdown to end, and then made up for potential losses. Looking at this situation, where does your business stand when it comes to marketing planning in 2021? Simply copying and pasting the old calendar, changing dates and campaign names will be far from being sufficient for the years ahead. Instead, establishing steady and tangible SMART B2B manufacturing marketing goals, which are specific, measurable, relevant, time-bound, and flexible, is crucial for marketers. And such goals should be made every quarter and bucketed under a planned manufacturing marketing strategy. Aren't you sure what to include in your B2B manufacturing marketing plan? Read on the following ideas that will help you do marketing in the age of COVID-19. Redefine your Budget Season As marketers in industrial manufacturing face planning failures such as inevitable spreadsheets, board meetings, sales, and client handling that accompany for an entire year, they're also facing dwindling budgets. So, redefining your manufacturing marketing budget in 2021 will be one of the most important aspects of marketing for manufacturers. Digital Marketing AMA's latest CMO Survey found that manufacturing marketers anticipate an 8.4% rise in digital marketing spending throughout 2021. What is your digital marketing goal in 2021? Generate double-digit leads for products and services? Promote or launch a new product or service? Expanding reach by ranking in Google's first search engine result page (SERP)? Creating a proper digital marketing plan will leverage to know beyond its tip of the ice. The digital platform will keep your marketing activities on track and in one place, and you will see what's working and what doesn't. This way, you can create a solid budget to implement digital marketing in your marketing business. Customer Experience A survey found that customer experience expenditure surged 10% from past years after companies started marketing budgeting. This prominently included A CRM (customer relationship management) platform. So, including a CRM will benefit your business to track and manage contacts present in your marketing pipeline. Social Media Platforms Interestingly, social media expenditure has soared by 74% since February 2021, and the investment by other manufacturers has paid off. Manufacturers report that social media has contributed to the company's performance 24% more after the pandemic. In general, 62% of marketers report that the importance of social media marketing for manufacturing has grown during the pandemic due to its critical role in reaching customers digitally. It's clear that companies that already implemented digital marketing see the value of budgeting for social media, which increased the positive results of marketing. So, when you set up a new budget, include social media to grow your business. 5 Things to Consider while Marketing your Business A Lead Scoring Model One of the most important aspects of marketing in manufacturing is implementing a lead scoring model. Investing in it will allow you to see through the valuable metric of your leads that will make you determine which ones are qualified. Metrics include your ideal customer's demographics such as company size, revenue, industry, and main pain points. Also, these have a number of website visits, specific page views, content downloads, contact forms, emails unlocked, engagement with social posts, and more. Regularly evaluate your lead scoring model and update to ensure your metrics are closely related to your ideal prospect. It would lead both sales and marketing for manufacturers to identify valuable leads in your database easily. Invest in A Video Marketing Strategy Video Marketing is a great deal. As per Cisco's research, by 2021, videos will account for 80% of all internet traffic. In addition, being one of the internet’s traffic sources, it’s practical and reasonable. Video marketing for manufacturers has been profitable by 83%. From creating more leads per year to a rise in sales, 80% say that video marketing has aided their business significantly. If you haven't invested in video marketing yet, or if you've only dipped your toes in the water, 2021 is the year to dive in completely. As per HubSpot's 2020 State of Marketing report, video beats content forms like blogging, email, and infographics. Also, video is the most-used marketing content type for manufacturers. So, there are many tools and resources that make it easy to get started with video marketing. Videos help to sell industrial manufacturing products and create a brand story. So, think about it and include this when budgeting your marketing plan. Move Beyond Basic Marketing Analytics Through digital marketing, manufacturing marketers have been trying to determine the ROI of their efforts. But do you know that most of them have been doing a lousy job? That's because they, and the tools they use, tend to focus on things that don't matter. These include views, clicks, etc. More than 600 manufacturers and industrial companies in the U.S. have learned that their marketing and sales are going wrong. Out of which, 35% of manufacturers are not using an analytics tool like Google Analytics. So, it is advisable to move beyond basic marketing analytics to track how much traffic is coming to your website. The latest tools can identify companies visiting and allow salespeople to engage them in their research phase. It will result in creating and maintaining promising relationships with clients. Content Isn't Optional A rock-hard content marketing plan is the core of your online business's success. Keep in mind; a few blogs are not sufficient to get accurate results! Creating content helps (by answering) your potential buyer's queries in their research process and throughout their buying journey. A survey found an online search or a blog acts as a key source for finding answers to questions. As most sales are happening online now, Hubspot suggests that manufacturing businesses' sales will surge incredibly in 2021. An average B2B manufacturing marketing has involved 68% of stakeholders. Prospects are now making more decisions by reaching out to a company than ever before because they want your website and social channels to educate them completely. If they can't find the information on your owned channels, they might turn to your competitor's website instead. This makes content the most important aspect of marketing. When it comes to steady and consistent lead generation for b2b manufacturers, content is at the front and center of all the B2B manufacturing marketing trends. So, take content seriously instead of keeping it just as an alternative. What's Important for 2021? Plan in quarters Many companies create full-year planning calendars in November and December. The pandemic in 2020 has taught us that to plan too ahead in advance can get your business to flow in the wrong direction. Because who knows whether those plans or events would fall digitally or be back to in-person. Will your target audience be as approachable as to emails and webinars or not? So, plan your marketing things quarterly from annual to ensure your business leads in the right way. Audit Constantly It's not advisable to keep an eye on one particular marketing metric, for example, tracking traffic to your website. Instead, it's the whole picture that matters. 2021 is the year to evaluate every goal, every channel, and every message related to your business. With this, think about creating a big picture as well—company positioning and values, competitive research, and even business goals. Here are some standard audit actions recommended: 1. Conversion rates Visitors converting to leads Leads converting to customers 2. Email engagement Number of sent emails Deliverability metrics Subscriptions/unsubscribing 3. Revenue attribution audits How much revenue can be credited to marketing campaigns? 4. Campaign success How did all of the individual elements of your campaign perform? That includes: The site and landing pages Email marketing Paid ads and PPC Social messages How did the campaign perform against other campaigns? 5. Social media audit Engagement by channel Overall reach and growth 6. Funnel audit How effectively contacts are moving through the funnel In addition, conduct an audit and analysis vertical to ensure all the automation is taking place or running appropriately. Doing it will help your marketing team keep a constant check on all the processes and cater to you with exact marketing activities. Keep this activity active throughout the year. Continue Shifting Budgets—Don't Be Afraid Much of 2020 has been experimental in marketing for manufacturers. Many manufacturing companies moved away from in-person events to a webinar, shifted expensive prospect meetings to internet meetings, trade events to PPC, website, and content creation. In these cases, you might have to shift your budgeting when needed. Consider revising the budget to create advertorials, creative virtual events, and strategic lead generation tools if you plan in quarters. Along with these, 2021 brought a good time to invest even in intent data, ABM, SEO, and other automated technologically advanced digital initiatives. According to a recent study, manufacturing companies are now 21% more likely to invest in automation and technology. As they are now inclined towards the use of webinars & virtual events (20%), search & social media (14%), and website (12%). All of these increased in light of COVID-19. So, start planning for what's sure to have a better year ahead with your marketing strategies. Frequently Asked Questions What is the role of marketing in the manufacturing industry? Marketing plays a pivotal role in the manufacturing industry. Through marketing, customers are well informed about products or services a company offers. Also, marketing helps in building the brand name, awareness, and visibility of a company. How to use social media marketing in manufacturing? Social media marketing in manufacturing can be ideally used in these ways: Choose right platform Share useful content Create advertisements Create creative posts Connect with in-market participants Encourage engagement Create videos and share Address problems and provide solutions through content What are the important aspects of marketing for the manufacturing industry? Being the crucial part of any company in the manufacturing industry, essential aspects of marketing are: Website Brand name Platform Promotion SEO Sales How can Email Marketing help to market in the manufacturing industry? Email marketing in the manufacturing industry can help by creating informational content. Start from offering subscription options to potential customers, clients, and visitors. Send updates, information, an overview of the company's services and products to aware the reader and convert them into loyal customers. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "WHAT IS THE ROLE OF MARKETING IN THE MANUFACTURING INDUSTRY?", "acceptedAnswer": { "@type": "Answer", "text": "Marketing plays a pivotal role in the manufacturing industry. Through marketing, customers are well informed about products or services a company offers. Also, marketing helps in building the brand name, awareness, and visibility of a company." } },{ "@type": "Question", "name": "HOW TO USE SOCIAL MEDIA MARKETING IN MANUFACTURING?", "acceptedAnswer": { "@type": "Answer", "text": "Social media marketing in manufacturing can be ideally used in these ways: Choose right platform Share useful content Create advertisements Create creative posts Connect with in-market participants Encourage engagement Create videos and share Address problems and provide solutions through content" } },{ "@type": "Question", "name": "WHAT ARE THE IMPORTANT ASPECTS OF MARKETING FOR THE MANUFACTURING INDUSTRY?", "acceptedAnswer": { "@type": "Answer", "text": "Being the crucial part of any company in the manufacturing industry, essential aspects of marketing are: Website Brand name Platform Promotion SEO Sales" } },{ "@type": "Question", "name": "HOW CAN EMAIL MARKETING HELP TO MARKET IN THE MANUFACTURING INDUSTRY?", "acceptedAnswer": { "@type": "Answer", "text": "Email marketing in the manufacturing industry can help by creating informational content. Start from offering subscription options to potential customers, clients, and visitors. Send updates, information, an overview of the company's services and products to aware the reader and convert them into loyal customers." } }] }

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Spotlight

Benninger AG

The Swiss company Benninger has been the textile industry's leading partner across the globe in the design, engineering, manufacturing and service of state-of-the-art, advanced textile finishing and tire cord solutions for the global textile, chemical fiber, tire and conveyor belt manufacturing markets for more than 150 years. Benninger develops and manufactures textile finishing and cord pro-duction ranges as well as providing complete system solutions.

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