The Engine Room Episode 27 with Dom Michaelson from Silver Fox 

Can you tell us a little about yourself and Silver Fox?

Silver Fox is a family-owned business that has been running for 45 years, having been founded in 1979 by my father. We specialise in manufacturing cable and equipment labels, which are essential for major infrastructure projects. Our labels help identify thousands of cables in various industries, from football stadiums to mining operations. As head of sales and marketing, my role covers all customer-facing aspects of the business. I have a background in sales and marketing, having previously worked in software sales and at Canon.

What led you back to the family business?

Returning to the family business was always part of the plan for my brother and me. My brother is an engineer, and we both went off to gain experience in our respective fields before joining Silver Fox. During the pandemic, we felt it was the right time to return and contribute to the business. While working with family can have its challenges, it’s mostly been smooth sailing since we came on board.

What does your marketing team look like internally?

We have a relatively large marketing team for a small to medium-sized enterprise (SME), with about four people focusing on various aspects of marketing. This is impressive compared to many SMEs, which often only have one person or rely on external agencies. Having this internal capacity allows us to manage our marketing more effectively and reduces our reliance on external processes.

How do your family members view the importance of marketing?

My parents, having been in the business for a long time, recognise the importance of marketing. They’re not resistant to change and understand that the future of the business depends on effectively reaching out to new customers. Historically, we relied heavily on word-of-mouth, but to grow, we need to build a broader marketing presence.

What would you say are your major marketing successes?

One of our biggest successes has been building brand awareness internationally. We’re now receiving enquiries from across the globe, including Australia, the Far East, and Africa. This increase in qualified leads is largely due to our marketing efforts. We’ve worked hard to make our marketing collateral clear and informative, enabling potential customers to understand our products better.

What challenges do you face in manufacturing marketing?

A major challenge we face is the prevalence of misinformation and the overuse of buzzwords in our industry. Many companies rely on vague terms like “precision engineering” without any clear definition of what that actually means. This creates confusion and makes it difficult for customers to differentiate between products. It’s essential for us to communicate clearly and avoid jargon that doesn’t add value to the conversation.

What are your top tips for marketers in the manufacturing sector?

Firstly, I recommend leveraging AI and automation tools to streamline processes. It’s crucial to assess your current workflow and find tools that fit, rather than forcing tools into your existing processes. Secondly, keeping your LinkedIn profile updated is vital, as many younger professionals now look for information and connections on social media. Companies that ignore this demographic miss out on valuable engagement opportunities.

Can you share some marketing resources you find helpful?

One of my go-to resources is the TLDR newsletter, which provides daily updates on developments in the AI space. Another valuable resource is Gary Vaynerchuk’s DailyVee, which offers insights into social media marketing strategies. Lastly, I’d recommend the book Atomic Habits for anyone looking to improve their marketing habits and productivity.

What’s next for Silver Fox?

We’re currently working on expanding our presence in the US market and have just completed an integration with a large American company, Fluke Networks. Our marketing team is also working on building a new, US-centric website to better support our international customers.

How can people connect with you?

The best way to connect with me is through LinkedIn. You can also find Silver Fox on LinkedIn or visit our website for more information.

Any final thoughts?

It’s been a pleasure sharing my insights on marketing within the manufacturing sector. I believe that by communicating effectively and embracing new tools and strategies, we can continue to grow and succeed in this industry.