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Yorkshire manufacturers given helping hand by new ambassador

Dave Pannell

Manufacturers in Yorkshire will be given a helping hand with marketing, thanks to the appointment of a new ambassador.

Dave Pannell has been appointed manufacturing ambassador for Yorkshire by The Chartered Institute of Marketing (CIM). He will be offering free advice and organising events to help companies compete across the UK and beyond.

“We have some amazing manufacturing businesses here in Yorkshire, but they are often run by engineers, and engineers are not always good at promoting what they do,” said Dave, who is marketing director of Huddersfield-based Design Mechanics.

Dave’s role will be to encourage manufacturers across Yorkshire to be more proactive with their marketing, whether that is online or getting their marketing export-ready for a post-Brexit world.

“What we find time and again with established manufacturing businesses is that they still rely on pre-internet ways of finding sales. They may have built up a good name for themselves in their industry over the years, but that doesn’t mean anything to younger buyers going online to find suppliers and making a decision on what they find there and then,” said Dave.

“We tend to find that manufacturers often don’t understand marketing and marketing professionals don’t really understand manufacturers. I want to bring the two disciplines together for the benefit of the Yorkshire economy.”

Dave studied marketing and design at the University of Huddersfield before setting up an agency designing websites for B2B businesses back in the 90s, when many companies didn’t even have websites.

Design Mechanics, which Dave started in 2006, is based in Marsden, Huddersfield, and works almost exclusively with manufacturers. Dave runs regular free marketing ‘boot camps’ for manufacturers and published the “Marketing for Manufacturing” guide.

Diane Earles, network manager for The Chartered Institute of Marketing, said: “Dave is quite a rare find, as he has both an in-depth knowledge of marketing and a great understanding of the manufacturing culture as he worked with that sector for so long.

“He has an infectious passion for the manufacturing industry so we were delighted to be able to appoint him to this new role to give manufacturing companies a key contact to advise them on their marketing strategy.”


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