Getting Noticed with Niche Focus

During difficult times for many North American manufacturers, some companies are still thriving. How? By having the courage to focus aggressively on a niche, and by exploiting and emphasizing that niche expertise in every way possible.

Our client Donnelly Custom Manufacturing LLC, a finalist for the Plastics News Processor of the Year Award, is a great example.

Donnelly specializes in short-run injection molding, which involves lower volumes of more complex parts. The company’s customer-intimacy business model—fewer, more involved relationships—dovetails with the advanced engineering and sweat-the-details service that short run often requires.

But it’s not enough to have a competitive advantage; you have to exploit that edge by constantly reminding audiences about it. That’s another thing the Alexandria, Minn.-based Donnelly does well, through public relations efforts, an online newsletter and, to a lesser extent, going after an award like Processor of the Year.

Donnelly seizes every opportunity to reinforce its position: that it’s the standard-bearer for How Short-Run Is Done. We’re proud to be part of that effort, and we think Donnelly’s unity of purpose can and should serve as an example for manufacturers across the country.

Good luck, Donnelly, as you strive for the top Processor of the Year prize, to be announced March 11.