Crain's New York Business - December 17, 2012 - (Page 13)

REPORT SMALL BUSINESS ‘Being in New York City has become a very important part of our brand’ —Marianne Webber, co-founder, Quick Turn Clothing, page 14 LOCAL CACHET: Jonas Workroom’s Charles Berlin decided to include the upholstery firm’s location in its advertising. buck ennis Made in NYC Savvy small firms find new ways to tap the Big Apple’s street cred in their marketing BY ANNE FIELD Since the 1960s, Jonas Workroom, a maker of high-end custom upholstery and window treatments, has done its work in Manhattan. So when the economy tanked in 2008, top management decided to go ahead with a new advertising campaign that subtly underscored the company’s location—and the panache it implied— by including “New York, NY” at the bottom of a picture featuring luxuriously upholstered furniture. “We wanted to make a point about the quality and level of our craftsmanship,” said Charles Berlin, a partner in the 55-employee business. Since then, the number of clients has more than doubled at the company, which has “$5 million to $10 million” in gross revenue, according to Mr. Berlin. Jonas is one of a growing number OVERSEAS DEMAND +23.5% Growth in New York City metro area exports $105.1B $85.1B 2010 2011 Source: International Trade Administration of New York City-based small manufacturers drawing on a unique marketing appeal: that their products are made in the Big Apple. In a difficult economy, they’re finding it’s a useful way to differentiate themselves, especially in such industries as food, fashion and design. In some cases, companies are leveraging the perception of higher quality that NYC roots can suggest. In others, they’re drawing on an increasing interest in buying locally made goods. “The notion of New York City as a brand is very powerful,” said Larry Chiagouris, professor of marketing at the Lubin School of Business at Pace University. “If a product created in New York has survived and thrived here, then the perception is that what you have to offer is probably better than what you’d find in most other places.” It’s happening against the backdrop of local and state programs aimed at boosting the “Made in New York” brand. In June, for example, the Business Council of New York State launched MadeinNY.org, a website aimed at promoting manufacturers and other companies in the state. And since 2004, the city has run a Made in NY Incentive Program, which offers marketing credits in the form of advertisements on bus shelters and in subways and taxis, as well as other services to film and television productions where at least 75% of the overall work is done in the five boroughs. Companies trying to tap the local spirit also are getting a hand from Made in NYC, a website promoting such efforts. Initially launched after See MADE IN NYC on Page 14 December 17, 2012 | Crain’s New York Business | 13 http://www.MadeinNY.org

Table of Contents for the Digital Edition of Crain's New York Business - December 17, 2012

IN THE BOROUGHS
IN THE MARKETS
THE INSIDER
BUSINESS PEOPLE
CORPORATE LADDER
OPINION
GREG DAVID
ALAIR TOWNSEND
REPORT: SMALL BUSINESS
FOR THE RECORD
CLASSIFIEDS
REAL ESTATE DEALS
NEW YORK, NEW YORK
SOURCE LUNCH
OUT AND ABOUT
SNAPS

Crain's New York Business - December 17, 2012