# 5 Ways Manufacturers Can Level Up Their Marketing w/ Allison DeFord

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-11-30
- Length: 51m
- Episode: 77
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-30-5-ways-manufacturers-can-level-up-their-marketing-w-allison-deford
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-149ea9fb-5c9a-4a36-880e-0a634bf8d1d6

## Summary

Allison DeFord, founder of FELT Marketing, joins Joe Sullivan of Guerrilla 76 to discuss five critical marketing gaps in the manufacturing sector. They argue that manufacturers must humanize their brands, clearly articulate unique value propositions beyond generic claims like 'quality,' and align their marketing systems to create a cohesive customer journey. The conversation emphasizes shifting from nearsighted, sales-focused tactics to long-term brand building and measuring influence and innovation rather than just vanity metrics like traffic.

## Chapters

- [0:54](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-30-5-ways-manufacturers-can-level-up-their-marketing-w-allison-deford#t=54) Introduction and Manufacturing Rebrand
- [9:30](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-30-5-ways-manufacturers-can-level-up-their-marketing-w-allison-deford#t=570) Humanizing the Brand and Beating 'Wee Wee Syndrome'
- [16:28](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-30-5-ways-manufacturers-can-level-up-their-marketing-w-allison-deford#t=988) Articulating Unique Selling Points and Value Propositions
- [26:28](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-30-5-ways-manufacturers-can-level-up-their-marketing-w-allison-deford#t=1588) Aligning Marketing Strategy and Execution
- [36:28](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-30-5-ways-manufacturers-can-level-up-their-marketing-w-allison-deford#t=2188) Overcoming Marketing Nearsightedness
- [43:06](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-30-5-ways-manufacturers-can-level-up-their-marketing-w-allison-deford#t=2586) Measuring the Right Marketing Results

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

established companies

## Mentioned

- FELT Marketing (company)
- Guerrilla 76 (company)
- Manufacturing Out Loud (product)
- Nectar (company)
- EOS (tool)
- Google Analytics (tool)

## Related episodes from other shows

- [Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-11-marketing-thats-seen-heard-and-felt-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [143: How to Identify and Speak to Your Ideal Customer with Emily Joann Wilkins, Founder of Marketing Metal](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-06-27-143-how-to-identify-and-speak-to-your-ideal-customer-with-emily-joann-wilkins-fo) (Manufacturing Happy Hour)
- [Closing the Gender Gap in Manufacturing with Meaghan Ziemba](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-07-20-closing-the-gender-gap-in-manufacturing-with-meaghan-ziemba) (Manufacturing Happy Hour)
- [290: Why Danny Gonzales Thinks Manufacturing Has a Storytelling Problem](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2026-06-02-290-why-danny-gonzales-thinks-manufacturing-has-a-storytelling-problem) (Manufacturing Happy Hour)

## Citing this page

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