Preparing for Future Manufacturing Talent Shortages

THERESA M. BRYANT| May 07, 2019
PREPARING FOR FUTURE MANUFACTURING TALENT SHORTAGES
When operations are overhauled at a factory or warehouse, or a company starts to deploy new types of technology or equipment, jobs are almost always lost. The goal itself may be to reduce workforce costs-or it may be to improve quality, speed or to align with other companies in the supply chain. If the goal is upgrading and improving, will the existing workforce be capable of keeping up with the pace of change-or will some workers need to be replaced by individuals with better skills?

Spotlight

Weston Foods

Weston Foods is a leading North American bakery company with a specialized focus across all key bakery categories, including breads and rolls, donuts, pies, cakes, alternative breads and others. We bake our products in nearly 40 bakeries across Canada and the USA, conducting our business with integrity, contributing to our communities and fostering a respectful culture.

OTHER ARTICLES

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.

Read More

AGV ROI Starts with a Delivery Commitment

Article | January 4, 2022

So much emphasis has been placed on features, advantages, and benefits; too little attention has been paid to delivery dates. The best automation solution on paper means nothing if it cannot be delivered in 2022. Selling the sexy sizzle of new, clever, even remarkable AGVs means nothing if manufacturers and distribution centers cannot take delivery of the product until 2023. Throughout industrial manufacturing and distribution the lead time from many AGV manufacturers is more than a year. That means product ordered in Q1 2022 will not be delivered until the following year. That is an absurd lead time and reflects poor planning and unnecessary supply chain constraints.

Read More

Wireless AGVs May Prove Most Important ProMatDX Innovation

Article | April 1, 2021

April 12 -15 ProMatDX, the largest material handling event, will take place virtually. It will feature dozens of AGV vendors. Sadly, some of these highly innovating products still need to be plugged-in to capture power. No more. Wiferion in process charging eliminates the plug-in charging making AGVs truly autonomous. In process charging eliminates the waste of AGV downtime – the fleet is always working AND charging. In process charging is safe ensuring the OSHA, ergonomics, and danger to workers significantly reduced. In process charging is cost-efficient because full vehicle deployment means a reduced fleet count ensuring a rapid ROI. For OEMs of AGVs and industrial trucks implementing inductive charging technology solves the wear and tear issues caused by conventional charging methods as well as making vehicles fully autonomous. For end-users of AGVs and industrial trucks, inductive charging in combination with lithium batteries can improve fleet availability by more than 30%. Whether driverless transport systems (AGVs), electric forklifts, or mobile robots (AMRs), the efficient use of industrial trucks is a decisive factor for competitiveness during ever- increasing cost pressures. The energy systems are being scrutinized and lithium-ion batteries are the preferred technology. The advantages versus lead-acid batteries (including the ability to recharge faster and more often) are obvious. Until now the full potential of storage technology has not been fully realized.

Read More

The packaging journey: Is it an important factor for your brand?

Article | June 8, 2021

The last 12 months saw a considerable increase in e-commerce, driven by the global pandemic with many retail commentators believing this is an irreversible behavioural shift. If correct, this will further underline the importance of the packaging journey, since the likelihood of consumers primarily interacting with brands through deliveries increases, potentially becoming the standard purchasing process. Robert Lockyer, CEO and founder of Delta Global, a sustainable packaging solutions provider for luxury fashion brands, considers the impact of the packaging journey amid these new retail dynamics. How much impact could a single packaging box have when it comes to consumer engagement and marketing? This is a question that all retailers and brands should reconsider, given the tumultuous nature of the retail landscape. If Deloitte’s recent report into the Danish consumer’s permanent shift to online shopping can be viewed as a microcosm of imminent global trends, then businesses must adapt packaging to incorporate the entire journey. Last year, the fashion and luxury markets were forecast to decline by an astounding $450 - $600 billion. A market previously thought too-big-to fail is taking a huge financial hit. The long-term effects of Covid-19 on retail as whole are unclear. But packaging has become too integral to the sales journey to ignore. Packaging, therefore, can work as a core marketing tool, beyond the basics of the primary recipients’ experience. In this article, I’ll highlight how best to consider and exploit the entire packaging journey, ensuring that packaging realises its complete potential. Materials Manufacturing that avoids the use of sustainable materials is becoming impossible to justify, from both an economic and environmental perspective. In fact, they are, practically speaking, one and the same. We know that a significant majority of consumers expect businesses to adopt a sustainable ethos – and are willing to pay more for it. Therefore, the economic viability of sustainable packaging is fortified by consumer expectation. It is both a market and environmental inevitability. Beginning a packaging journey should start with the selection of sustainable, recyclable, reusable materials. This is a stage in the packaging voyage that is easily achieved, with manufacturers increasingly switching to eco-friendly methods. At Delta Global, sustainability is incorporated into every packaging product we produce. We’ve seen demands for sustainable services increase, but more can be done to mark this initial step as a marketing footprint rather than a footnote. There are some great recent examples of how to do this right, from Burberry’s elegant reinvention of the ordinary cardboard box which will go even further to remove all plastic from its packaging by 2025, through to Gucci’s opulent Victorian wallpaper design packaging that is fully recyclable. And so, step one - the initial consumer experience and expectation, is met through sustainable materials, and when done correctly, is easily exceeded. Design Once the correct materials are selected, brands should start think about design beyond creating an attractive, secure container. The goal here is to inspire the consumer to utilise the packaging in a way that positions them as a virtual brand ambassador. Consider the rise of the unboxing video. YouTube reported a 57% increase in product unboxing videos in one year, with these videos having in excess of a billion yearly views. Together with Instagram, where 58% of its estimated 1.074 billion users log-in to follow trends and styles, visually oriented content platforms provide an unmissable marketing opportunity. It is important to underline that this type of viral marketing need not rely on paid celebrities. In fact, I am advocating for a completely organic approach where possible. From a brand’s perspective, recipients of well-executed sustainable packaging must progress this initial positive experience by innovative and thoughtful design. That way, authentically persuasive content will occur naturally. And it's this type of spontaneous, highly engaged micro-influencing that rewards brands that have fully considered the packaging journey. To achieve this requires innovation. You might consider implementing technology and connected packaging, where apps and QR codes are integrated into the packing itself. A favourite example of this is Loot Crates brilliantly innovative unboxing experience which connects, via an app, to new products and exclusive items. While technological innovation provides a novelty that encourages unboxing videos, simpler approaches can equally inspire the consumer through personal touches like VIVE Wellness’ individually packaged and addressed turquoise vitamin tubes, or M.M Lafleur’s curated and detail-oriented ‘bento box’ styling solution. These packaging creations work because they provide memorable experiences, centred on discovery, individuality and, ultimately, shareability. Packaging after purchase The third and most under-utilised part of the packaging journey is post-unboxing usage. Brands should ask themselves who the packaging is seen by – and does the packaging have the function to be seen and used by others? At this point in the packaging journey, we are hoping to harvest as many positive impressions as possible. This can include, for example, delivery drivers, photographers and stylists. The concept is not abstract. Reflect on the reaction felt by a fashion photographer the first time they received, from an enthused stylist, a Gucci item in its new opulent emerald green packaging. Or the response of a delivery driver when seeing, in amongst the more mundane boxes, MatchesFashion’s reimagining of the a cardboard parcel. Is it likely that the impression made by those stand-out packaging designs will be talked about, purred over, recommended and revered? The answer is obviously a resounding yes. When this happens online, we call it influencer marketing. And we should not dismiss this type of marketing when it happens offline. Word of mouth matters. In an increasingly online consumer market where the first – and perhaps only – physical interaction between brand/consumer is through the packaging experience, it will matter more. To our imaginary trio of driver, photographer and stylist, let’s introduce the general consumer. How likely it is that any of those would throw such packaging away? They are so wonderfully designed that reusability and repurposing are inevitable. When a packaging compels secondary usage - deployed around homes and offices as containers, storage or decoration – you are creating an item that symbolises what marketers spending entire budgets pursuing: brand as central to an aspirational lifestyle. If the retail market is moving irrevocably online, the offline journey of packaging – from manufacturer, deliverer, consumer and user – can ease that transition and become a perpetual marketing tool. This way, brands and retailers can enjoy the journey and the destination.

Read More

Spotlight

Weston Foods

Weston Foods is a leading North American bakery company with a specialized focus across all key bakery categories, including breads and rolls, donuts, pies, cakes, alternative breads and others. We bake our products in nearly 40 bakeries across Canada and the USA, conducting our business with integrity, contributing to our communities and fostering a respectful culture.

Events