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Publications — Michigan Manufacturing Insight
Feature Articles
Case Study: Blogging for a Better Tomorrow
MMA Member Employee Dives into Blogosphere on Behalf of Tool and Die Industry
By Josh Lord
Blogging (writing a Web site log) is growing to be a national pasttime. Thanks to a thriving Internet culture, it’s never been easier to become an instant reporter and to try and influence anyone with an Internet connection.
In the digital age, manufacturers — and their employees — are beginning to understand the array of benefits that can come as a result of spreading a message. The opportunities for healthy debates on the latest industry trends, sharing innovative ideas and drumming up support for fledgling industries is breathing new life into sectors that were once thought to be all but dead.
MMA Tool & Die Committee Making Progress on Industry Promotion
The MMA Tool & Die Advisory Committee has been hard at work putting together a public relations and marketing program to promote Michigan’s tool, die and moldmaking industry as an essential part of the state’s manufacturing sector and as an asset to be capitalized on in economic development efforts.
The committee has developed a two-pronged approach to elevate the visibility of the sector. Step one was to engage the Michigan Economic Development Corporation (MEDC) to include information on Michigan’s tool and die industry on the organization’s Web site, the State of Michigan’s Web site and in promotional materials used on trade missions. This project is underway.
The second part of the effort, to develop a tool and die resource section on MMA’s Web site is also underway. The area will serve as a central source of information on the industry with links to all Michigan-based tool and die companies and collaboratives. Links will also connect the MEDC’s and State of Michigan’s Web sites to and fromMMA’s tool and die site area so, no matter where an inquiry begins, an individual can find the information they need by passing seamlessly from one site to the others.
For more information on the MMA Tool & Die Advisory Committee, contact Amy Shaw at 800-253-9039 ext. 513 or 517-487-8513.
Joe Brown, a manager of business planning for a leading Tier 1 die components supplier, has quickly become one of the biggest champions of the tool and die industry thanks to the growing popularity of his blog. The online forum, www.toolanddieing.com, is dedicated to helping spark the recovery of the tool and die industry — long considered to be one of the pillars of Michigan’s manufacturing strength.
Brown’s blog (which is in no way affiliated with his employer) has gained the attention of many readers interested in bolstering the tool and die industry. He appears to be a pioneer within this niche in the blogging community.
“I haven’t seen any blogs that are dedicated to the same industry besides one written by Gary Gathen — he really is a trailblazer,” Brown noted. “I believe traditional marketing mediums as we know them are severely outdated and out of touch with the consumer. Blogs are just one of many tools that could, and will, be used not only as an electronic journal of somebody’s thoughts but also as a major marketing medium for companies of all sizes.”
While the welcomed attention from a steady increase in site traffic and several newspaper, magazine and trade journal articles is flattering, Brown says he’s more excited about the rekindled interest in the industry.
“I’m pleased to know that at least the message I am trying to convey is starting to be recognized,” he emphasized.
That message — the need for a strong tool and die industry, is from a “glass that’s half full perspective,” according to Brown.
“I am fairly optimistic about the near future for the tool and die industry,” he said. “The United States has always produced and employed brilliant engineers. Another sign that I think could benefit us is the weak dollar — hopefully some tool and die shops can increase their revenue with an uptick in exports. However, sometimes the glass does look half empty when I think about the support we get from the government.”
To help with the promotion of the industry, Brown regularly comments on his blog about the lack of government support for tool and die manufacturers — and he hopes that other industry representatives will join him in his efforts.
 “In the future, I plan on starting some proposals and leveraging any momentum I can gain from the blog to put before lawmakers in Lansing,” he said. “There are so many issues that hurt our manufacturing industry that need to be brought to the forefront. The tool and die industry is the heartbeat of American manufacturing.
“In the future, I plan on starting some proposals and leveraging any momentum I can gain from the blog to put before lawmakers in Lansing.”
The more people we can get on board to thoroughly understand and appreciate the obstacles we face, the better chance we have to put pressure on those that have the power to help us.”
Brown welcomes contributors to the blog, noting that the more support the blog receives, the greater the chance of having a widespread impact within the manufacturing and legislative communites.
“Now I’m contacted, on a regular basis, from a handful of people involved in the industry who will send me links to stories about the tool and die industry that they think I would be interested in writing a post about — the best way people can contribute is simply by sharing their thoughts, hopes, concerns and ideas. That shows these people truly care about the wellbeing of this industry and aren’t merely satisfied with just collecting a paycheck.”
Josh Lord is a communications professional in the association industry.
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