According to the Made-In-Country-Index survey, there are many foreign countries where Made in France is on the rise. These include Morocco, Ecuador, Hong Kong, the United Arab Emirates, Egypt, Algeria, Austria and Belgium. Generally speaking, Asian countries are also fond of French products. If you are not yet targeting these countries, it might be useful to look into the matter!
Communicate and be visible
Made in France is therefore a strong commercial argument with foreign consumers. So, don't miss any opportunity to promote your French production, whatever it is: from your advertising to your brochures, via your website, advertisements, social networks, press releases and press kits... Your sales representatives must also include it in their sales pitch.
Also think about the solutions proposed by Business France, for example, the image of the French Pavilions at major international trade shows. French exporters thus have a common stand, while being united under the tricolor colors. They benefit from specific communication and excellent visibility thanks to a central, imposing and clearly identified stand.
There is no shortage of opportunities to promote your French know-how. Without being exhaustive, let's mention the initiative of an American start-up founded by two French women: their company French Wink aims to put French brands in the spotlight in the United States. A few days before Christmas, from December 11 to 17, 2017, for example, it is organizing the first concept store dedicated to Made in France in New York, in partnership with the MIF (Made in France) trade show.
Put a French flag on your advertising
Nothing like a blue - white - red logo on your products to attract the attention of your customers. But beware, if the origin marking is optional, it is framed.
Made in France in the world's top 10!
If Made in France were a person, it would be dynamic, feminine, sincere and robust, according to a study by the Directorate General for the Competitiveness of Industry and Services. Foreigners perceive products of French origin through their perception of the French and the country, as a mirror of the French lifestyle.
This is why hedonistic goods (luxury, fashion, gastronomy...) as well as emblematic products, such as the TGV, benefit from a positive image. Made in France is synonymous with aesthetics, originality and style.
On the other hand, the problem is the quality/price ratio.
As confirmed by the recent Made-In-Country-Index survey, the Made In France label is a guarantee of high quality (33%), excellent design (30%) and originality (20%). However, here again, the quality-price ratio is pointed out. At 16%, the item is below average (19%). In the end, made in France ranks 8th, tied with Japan and the United States, out of 49.
Opt for quality and originality, banish the low end!
A company that offers its products at higher prices than the competition but with better customer service can win consumer preference. Companies that succeed in making a place for themselves in the market are those that make satisfaction a key element of their strategy.
Some companies are still hesitant to bet on a customer satisfaction strategy, anticipating the human and financial costs of its implementation. These hesitations reflect a lack of awareness of the benefits of customer satisfaction.
Satisfaction, in addition to being a powerful lever of differentiation, makes it possible to :
- Build customer loyalty more easily: (= extend the life of customers). Satisfied customers are more likely to become loyal customers, even though the links between satisfaction and loyalty are complex.
- Know what your customers want: Knowing in particular which products satisfy your customers allows you to know what your target is likely to buy in the future.
- Have brand ambassadors: who will promote your business to their entourage (word of mouth).
- Improve your brand image, and attract new consumers.
- Identify dissatisfaction factors that hinder the retention of your customers and endanger the development of your business.
Far from being only "altruistic" in essence, satisfaction pays off. It's a win-win situation. It is therefore in your company's best interest to put it at the heart of its objectives.