Released on = June 6, 2007, 8:22 am

Press Release Author = Jeff Rothe

Industry = Industrial

Press Release Summary = Moving production offshore has been perceived as a "magic
bullet" for making a lot of US manufacturers more competitive. So why would a
marketing agency target US manufacturing as a growth segment?

Press Release Body = Moving production offshore has been perceived as a "magic
bullet" for making a lot of US manufacturers more competitive. So why would a
marketing agency target US manufacturing as a growth segment? At least one Charlotte
firm thinks the opportunity to prosper in manufacturing is viable now more than
ever. SelmarQ, a 24-year-old business-to-business marketing agency, helps small to
medium US manufacturers prosper by raising the perceived value of their products.
Their experience with building brand equity is one reason SelmarQ was recently
retained by Hersey Meters, a Rowan County producer of residential and commercial
water meters. Hersey still manufactures all their meters in Cleveland, NC.

Contrary to common belief, manufacturing in the US has been growing. According to
the National Association of Manufacturers (NAM), 62% of all US exports are
manufactured goods. That's double the level of just 10 years ago. While
manufacturing jobs offer wages and benefits averaging 25% higher than
non-manufacturing jobs, over 80% of companies responding to a recent NAM survey
indicated that they could not find qualified workers to fill the available
positions.*

"Since the early '90s we have seen companies embrace everything from Kaizen, and
Just-In-Time to Six Sigma and Lean Manufacturing in an effort to remain
competitive," remarks Jeff Rothe, president of SelmarQ. "These programs can all be
effective at reducing costs. But most business buyers today look at more than cost
before making purchase decisions. That's where a company's image for reliability,
responsiveness, and value as well as green manufacturing and ethical workforce
practices can really help to close sales. That's what good marketing or 'branding'
should encompass - and what so many manufacturers could use."

Hersey's new branding efforts were kicked off with the production of a corporate
image brochure, new trade show marketing and redesigned business documents. SelmarQ
also developed a new positioning line for the 140-year-old company that emphasizes
the legacy of Hersey's rugged product offering as well as their commitment to
developing new metering technologies: "Proven Performance. Measured Innovation."

"What attracted us to SelmarQ was the quality and consistency of their own
branding," noted Darryl Casper, Product Manager for Hersey Meters. "They quickly
identified and personified our corporate culture in terms that make buying from us
attractive to our markets. Also, their presentation focused on what we wanted to
accomplish, not what they had done for others."

Matt Thomas, Hersey's Vice President Marketing Services, was impressed with the
firm's practical demeanor. "Unlike agencies we've seen in the past, SelmarQ made it
very easy for us to upgrade our image right away, as well as prepare for our
long-term marketing and branding needs. It was clear from their first concepts that
they could quickly understand our products and markets."

Hersey is a subsidiary of Mueller Water Products, Inc. of Atlanta, GA. Their
residential and commercial water meters are marketed throughout the United States.

"There is only so much to be cut in manufacturing costs," Rothe states. "Aside from
improving the product, the only way to gain a competitive edge is to change the
attitudes and behaviors of those who buy from competitors. That's what a long term
and consistent program of branding can do for companies in the US manufacturing
sector. That's where we aim to maintain our growth."

SelmarQ Brands' Best Friend® specializes in brand stewardship and marketing design.
Their association of business development professionals focuses on building more
business, enhancing brands and increasing customer loyalty. SelmarQ works with firms
headquartered across the US, as well as Europe and the Pacific Rim.

* Source: Industry analysis of Exhibition & Event Marketing Trends for Manufacturing
& Industrial
An industry analysis by Skyline Exhibits and Tradeshow Week.

Web Site = http://www.selmarq.com

Contact Details = 1900 Abbott Street, Suite 100
Charlotte, NC 28203
Phone: 704-342-3400
Fax: 704-342-0333
BARQ@SelmarQ.com