Marketing the 'Made in USA' label

Marketing the 'Made in USA' label

Posted: Updated:
MYFOXNY.COM -

In its latest commercial, Apple shows attractive people smiling and laughing while carelessly tapping iPads and iPhones. Words on the screen read: "Designed in California." And a soothing voice says: "This is our signature. And it means everything."

It may mean everything, but it doesn't say everything. Yes, Apple designs its products in America, but it builds the majority of them in China.

At least one marketing expert thinks that could soon change.

"American consumers take a lot of pride in their country's ability to design, engineer and manufacture good, quality products," Oatworks CEO David Peters said.

In just the last couple of years, Peters said he has witnessed a shift in consumer spending habits: Now, even if they love it, if it's made overseas, more Americans seem willing to leave it.

"If they're undecided between two products which have very similar qualities, then I think it can tip the balance in favor the U.S.-manufactured product," Peters said.

And advertisers seem to have noticed.

Apple's looking to capitalize on the buy-American wave, Motorola's declaring independence from foreign manufacturing, and Chrysler continues to tout its red, white and blue-collar history.

Even New York -- with its gift shops packed with replicas of American icons all made overseas -- wants to reward the few, the proud, our nation's manufacturers.

"When you make things in America you make it in America," Rep. Steve Israel said at news conference in Long Island Wednesday. A new bill touted by the congressman would require national parks sell only merchandise made in the United States.

"[It's] a very simple and common-sense solution to creating jobs and regaining our manufacturing supremacy in the world," Israel said.

But -- as any founding father would point out -- declaring independence and earning one's freedom are two different things. Barbie dolls, Levi's jeans, Huffy bicycles, Converse All-Stars, Radio Flyer wagons, even our nation's Olympic uniforms all come from overseas factories. We've even outsourced our national pastime: Every one of the more than 100,000 Rawlings baseballs used annually in the major leagues is manufactured in Costa Rica.

Representative Israel would like to break up that monopoly and bring some of those products back home.

But Monopoly the board game? Dice and tokens made in China.

  • Your MoneyMore>>

  • Dunkin' Donuts cashiers will try to 'upsell' you in the afternoon

    Dunkin' Donuts cashiers will try to 'upsell' you in the afternoon

    Friday, July 25 2014 5:54 AM EDT2014-07-25 09:54:31 GMT
    If an iced coffee from Dunkin' Donuts is part of your afternoon routine, expect a nudge to buy a cookie or doughnut you didn't plan on. Dunkin' Brands CEO Nigel Travis said in a phone interview Thursday that the company is pushing to get its cashiers to "upsell" to afternoon customers. It's part of an effort to increase sales after stores have emptied out after the morning rush.
    If an iced coffee from Dunkin' Donuts is part of your afternoon routine, expect a nudge to buy a cookie or doughnut you didn't plan on. Dunkin' Brands CEO Nigel Travis said in a phone interview Thursday that the company is pushing to get its cashiers to "upsell" to afternoon customers. It's part of an effort to increase sales after stores have emptied out after the morning rush.
  • iPad sales decline

    Are tablets already on their way out?

    Are tablets already on their way out?

    Friday, July 25 2014 5:50 AM EDT2014-07-25 09:50:16 GMT

    Four years ago, tablet owners starting raving about the market's newest piece of mobile technology. Last quarter, Apple iPad sales fell by 9 percent. Still, forecasting the death of the tablet seems premature and incorrect. More likely, all our devices are cross-breeding and evolving until all our calling, emailing, texting, messaging, Internetting, TV watching, all our communication happens on one mobile gadget.


    Four years ago, tablet owners starting raving about the market's newest piece of mobile technology. Last quarter, Apple iPad sales fell by 9 percent. Still, forecasting the death of the tablet seems premature and incorrect. More likely, all our devices are cross-breeding and evolving until all our calling, emailing, texting, messaging, Internetting, TV watching, all our communication happens on one mobile gadget.
  • Cooler inventor raises $7 million in two weeks

    Cooler inventor raises $7 million in two weeks

    Thursday, July 24 2014 11:24 AM EDT2014-07-24 15:24:47 GMT

    What is being described as the coolest cooler of the 21st century is getting a lot of backers via Kickstarter.  Ryan Grepper, an inventor from Portland, Oregon, says he was tired of regular coolers.

    What is being described as the coolest cooler of the 21st century is getting a lot of backers via Kickstarter.  Ryan Grepper, an inventor from Portland, Oregon, says he was tired of regular coolers.

Powered by WorldNow
Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices