From MAGNET: New Research Supports toe Positive Effect of Co-locating Production and Innovation

This post originally appeared on MAGNET’s  Manufacturing Success blog and is reposted with permission.

New Research Supports the Positive Effect of Co-locating Production and Innovation

A Preview of the MIT Production in the Innovation Economy Report, released February 22, 2013

The preliminary results of a new research report on innovation in manufacturing caught our eye here at MAGNET recently.

In 2010, MIT’s President, Susan Hockfield, launched the MIT Production in the Innovation Economy (PiE) research group  to answer the question: “What kinds of production do we need–and where do production facilities need to be located–to sustain an innovative economy?”

The PiE group also worked to answer these questions:

“How do production capabilities here and abroad contribute to sustaining innovation and realizing its benefits within our own society?”

“How did this new global economy of fragmented research, development, production and distribution come into being? And what does this mean for the future of the U.S. economy?”

The group analyzed these questions in relationship to large U.S. corporations, start-ups companies that had achieved commercialization, and small- and mid-sized U.S. manufacturers (referred to as “Main Street Manufacturers”).

In late February, the group released its thought-provoking preliminary report (the final report will be published in the fall).

The report’s conclusion:

“What’s held manufacturing in the United States…was the advantage firms gain from proximity to innovation and proximity to users. Even in a world linked by big data and instant messaging, the gains from co-location have not disappeared.”

Since the U.S. share of the world market has declined from 34 percent in 1998 to 28 percent in 2010, the PiE group identifies a key danger point to be the declining weight of the U.S. in the global economy, even though the output of U.S. high-tech manufacturing is still the largest in the world.

The group also reports it’s fear that “the loss of companies that can make things will end up in the loss of research that can invent them.”

The group’s research revolved around interviews with 255 manufacturing firms around the world. Besides interviewing companies in Germany, China, Japan and other countries, the group interviewed 178 U.S. firms–37 in Ohio alone, the largest number in any single state.

Based on these interviews the PiE group suggests that small- and mid-size manufacturers in the U.S. depend almost entirely on their own internal resources for growth. It concluded that the innovations of “main street” manufacturers in the U.S. did not lead to greater profits or faster growth. This partly due to the absence of what the PiE group called   “complementary capabilities” that companies can draw on to supplement their own resources when they seek to develop their new ideas.

Comparing U.S. manufacturers to those based in Germany, they found that:

“German manufacturers do not create new businesses through start-ups (the U.S. model), but through transformation of old capabilities. German manufacturers had not only their own legacy resources, but also access to a rich and diverse set of complementary capabilities in the industrial ecosystem: suppliers, trade associations, industrial collective research consortia, industrial research centers, Fraunhofer Institutes, university-industry collaboratives, and technical advisory committees.”

However, the group did find some U.S. examples of the kind of collaboration that might lead manufacturers to profit more from their innovation efforts. Two of these examples were in Ohio:

  • The Timken Company’s collaboration with the University of Akron on a coatings laboratory is cited as a positive model for public/private sharing of research and innovation resources.
  • The report also mentions the recently established National Additive Manufacturing Innovation Institute (NAMII) in Youngstown as an encouraging example of risk-reduction and risk-pooling.

In it’s conclusion, the report suggests:

“If we can learn from these ongoing experiments in linking innovation to production, new streams of growth can flow out of industrial America.”

From MAGNET’s perspective, the PiE group’s conclusions about the need for complementary capabilities seem to confirm the propositions underlying our Partnership for Regional Innovation Services to Manufacturers (PRISM.  The innovative, growth-oriented companies that participate in PRISM benefit from MAGNET’s formal and informal connections to universities, research centers, government resources, workforce and talent development services and many other resources around the region.

If your company is interested in getting more out of its innovation investment, find out more about PRISM by contacting Linda Barita at 216.391.7766. Or visit the PRISM landing page on MAGNET’s website.

You can read the original post here.

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What are you Doing to Maintain Customer Relationships?

You’ve worked so hard to close that big account and now that you have, your job is done, right? Maybe your job is, but it should be handed off to someone else to continue to nurture it.

Lets face it, new business is hard to develop and you’ve got a lot invested in both time, talent and promotional dollars to bring the new customer through the doors. Don’t you want to keep them?

Attracting new customers may be the easier of the task. The key lies in being able to keep them engaged and buying from you. Take off your selling hat and think about giving them value they can use in their job. This could be anything from a tip on how to do a process more effectively to sharing industry concerns. You might even want to give them a survey to keep them engaged and find out profile info at the same time.

Granted there are several ways to do that, among them using email. I recently read an article by Kevin Gao, in MarketingProfs, Email best practices for developing and maintaining crucial customer relationships by effectively using email.

Kevin outlines ways you can develop a marketing plan using emails to get the most out of them.

He addresses his 6 life cycle stages of a customer and gives examples of things we all can do leverage each stage.

  1. Prospects – Not-yet customers that need to learn more about your products/services and be persuaded to consider us.
  2. New Customer – Once you have them, you need to start developing and nurturing a relationship with them.
  3. Active customer – Make them feel welcome. Thank them for the business.
  4. Repeat customers – They have already bought into the concept that you and your products are good. Don’t overwhelm them. Keep in communication with them, but make sure they are spaced out and when you do communicate with them you give them something of value.
  5. Lapsed customers – Find out why they aren’t ordering and put a plan together to start up a regular communication with them.
  6. Inactive or abandoned customers – Should be broken into those who should not be contacted and those that might be persuaded to come back.

Do you have a plan in place to maintain key customers?

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National Manufacturing Day Opens Doors

Today we have a post from Sonnhalter’s PR Engineer, Rachel Kerstetter.

I love to celebrate the random, weird holidays. It seems like every day is a celebration of something: National Hug Your Cat Day, International Tree Climbing Day, Corn on the Cob Day, World Toilet Day… and this list goes on.

MfgDay

Tomorrow, October 4, is National Manufacturing Day and is much more than just a day on a calendar. National Manufacturing Day is a team effort to change the perception of the industry.

Some manufacturers are hosting open houses and other events in order to give manufacturing a facelift and address the labor shortages in the industry and connect with a new generation.

2013 marks the second year of National Manufacturing Day being celebrated. Last year more than 240 events were held in manufacturing facilities in 37 states and more than 7,000 people participated. This movement is growing, and with more than 500 events scheduled for tomorrow, the doors are being opened.

October 4th is a great place to start, but changing the perception of the field is more than just one day. It requires getting involved with schools and communities, inviting them to see the career options in this industry.

A quick look at manufacturing:

Click to view more

Click to view more

You can visit mfgday.com to learn more.

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Are You Missing out on Mobile Marketing Opportunities to the Professional Tradesman?

We’ve talked many times about the importance of having a mobile strategy when wanting to reach the professional contractors. Their office is a jobsite and they need to be and stay connected. Mobile is changing the way we reach these important people.

A recent article by Bob Oord in marketingprofs outlines the explosion in this market and ways we can maximize our efforts there. An amazing stat is that their usage has doubled in just 1 year! The integration of mobile apps with CRM and business intelligence has changed user expectations.

TOP MOBILE TACTICS TO CONSIDER:

  • Responsive website – so it can be read on any device
  • Mobile-friendly campaigns – optimize landing pages.
  • Mobile advertising – can be tailored by location, time and device so take advantage of them.
  • Mobile email – make sure your HTML can be read properly on these devices.
  • Mobile apps – apps let you secure a prominent presence on your customer’s device.

Please note that a recent report by Forrester, “Don’t Confuse Tablet And Mobile Marketing,” a B2B marketer needs to differentiate between smart phones and tablets. Smart phones have a much smaller screen for content experiences and is used “on the go,” while tablets are used more at home and in the office offering rich content opportunities.

If you liked this article, you might want to read:

Mobile Marketing to the Professional Tradesman: What are you Doing?

Why Mobile Marketing is Important for the Professional Tradesman.

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Customer Service: What Are You Doing to Retain Customers?

customer serviceMost of our efforts are in generating new customers, but what about the current ones that are paying the bills? The number varies but it costs a lot more to get a new customer than to retain an existing one.

Do you know what a customer is worth to you? Think beyond this quarter or even this year. Think about the last 5 years. How much stuff have you sold them? More importantly, if you come out with something new, where are your best chances of selling it? To someone new, or to someone who knows, likes and trusts you?

I recently read a post in MarketingProfs by Rafe Gomez comparing an experience he had when taking his 11-year-old daughter to a rock concert and how the band delivered on the “customer experience.”

Here are some of his insights on how we can make the customer experience better, resulting in better loyalty and ultimately more sales:

  • Deliver outstanding quality – from a great quality product to courteous customer service and user-friendly literature.
  • Understand what your customers want – don’t assume to know what they want – ask them.
  • Connect with them – direct relationships are the most important and the most challenging. Always think WIIFT (What’s In It For Them). Be sincere and upfront with them. When communicating with them, don’t always be selling. Try to help solve a problem even though it might not, in the short-term, result in a sale to you.
  • Under promise and over deliver – exceed your customers’ expectations, then do it again!
  • Don’t sit on your laurels – Yes, you have some neat products, but instead of sitting there and just doing the same old same o, innovate. If you don’t, someone else will.

Now these points probably aren’t a revelation to you, but when was the last time you focused on your customers and said THANK YOU!

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