Manufacturers take pride in their ability to produce high-quality goods, and rightly so. As consumer sentiment shifts and evolves, however, simply putting out a solid product isn’t always enough. For manufacturers to succeed, they must ensure that their products and their messaging are aligned with changing customer needs.
For a case in point, look no further than to Del Monte Foods. For close to a century and a half, Del Monte’s canned fruits and vegetables have been supermarket staples. Now, the company has announced that it’s filing for bankruptcy due to steeply declining sales.
A CBS News report attributes Del Monte’s struggles to a number of different factors, foremost among them changes in what customers are looking for: “Consumer preferences have shifted away from preservative-laden canned food in favor of healthier alternatives.”
What’s the lesson for manufacturers?
The Del Monte scenario is instructive, particularly for manufacturing companies that continue to rely on public relations and messaging strategies from bygone generations.
For Del Monte, legacy strategies, built around mass advertising and traditional shelf placement, couldn’t keep pace with changing consumer expectations. While the company’s product quality remained unchanged, the messaging and positioning didn’t adapt quickly enough. The lesson is clear: even iconic brands with long histories can lose traction if they fail to evolve their communication strategy alongside the market.
A modernized approach to manufacturing public relations doesn’t mean abandoning tradition; rather, it means enhancing it. For example, while press releases still offer tremendous value, amplifying them through digital channels extends their reach. And while trade shows are incredibly valuable, thought leadership articles and LinkedIn presence can turn that short-term event exposure into long-term visibility. And messaging that foregrounds a company’s innovations, sustainability practices or employee expertise can help connect with contemporary audiences in a way that legacy PR often can’t.
Time for a refreshed approach to manufacturing public relations?
Successful manufacturing companies prioritize efficiency and continuous improvement. Their PR strategy should be no different. By assessing whether existing tactics align with how stakeholders consume information today, manufacturers can ensure messaging that resonates, driving meaningful business results.
Ready to consider a fresh approach to manufacturing PR? Connect with our team of experts. Contact Ripley PR online, or else call us at (865) 977-1973.
