You make it part of your marketing. You show the Americans working and creating your product. You showcase workers and their stories:
“Pat is a mother of 3 who manages the books at our Detroit manufacturing facility”.
“Juan is a proud American immigrant born in the Dominican Republic who now runs our warehouse making sure our goods get to you quickly and securely!”
Etc etc etc.
When you make it part of your marketing, how thanks to your customers you employ X Americans who are able to have families, own homes, take vacations, contribute to their communities and enjoy their lives customers can see how their dollar makes an impact. Nobody prefers China products, but when your widget is $12 more than the Chinese widget but you employ Americans who are part of our community and who feel pride in their work 20-30% higher price doesn’t seem so expensive. Especially if the product is going to last 30% longer than the Chinese equivalent then it’s not such an insurmountable challenge.
I am a marketing consultant.
You make it part of your marketing. You show the Americans working and creating your product. You showcase workers and their stories:
“Pat is a mother of 3 who manages the books at our Detroit manufacturing facility”.
“Juan is a proud American immigrant born in the Dominican Republic who now runs our warehouse making sure our goods get to you quickly and securely!”
Etc etc etc.
When you make it part of your marketing, how thanks to your customers you employ X Americans who are able to have families, own homes, take vacations, contribute to their communities and enjoy their lives customers can see how their dollar makes an impact. Nobody prefers China products, but when your widget is $12 more than the Chinese widget but you employ Americans who are part of our community and who feel pride in their work 20-30% higher price doesn’t seem so expensive. Especially if the product is going to last 30% longer than the Chinese equivalent then it’s not such an insurmountable challenge.
And when did that strategy ever work?
It works all the time. Hence "green" labels, virtue signalling, etc.