Manufacturing in the digital age

The manufacturing industry is not often associated with social media, digital marketing or website development. With the introduction of the government’s free Digital Boost online learning tool, we caught up with a small Kiwi manufacturing business that is bucking this trend. 

Haumoana, Hawkes Bay based Raw Concrete Design says that it has benefited from digital upskilling. The business manufactures a range of concrete products including basins, vanities, tables and unique one-off creations such as bars and benchtops for residential and commercial clients. 

Owner of Raw, Toby Payton, uses concrete reinforced by fibreglass. This removes the need for conventional steel reinforcement, leading to a lighter, thinner and stronger final product. 

According to Toby, the use of digital tools has been instrumental in his business success. 

“It is all about streamlining your business and cutting out clutter to try and make life easier.” 

Toby has successfully used websites, social media and job tracking software to market his products and keep track of projects. 

With a background in human resources and no understanding of website development, Toby said he decided to build one himself.

“It was a big learning curve. But I now understand the backend of it, which means as things need changing, I am able to edit it myself.” 

He also put a shop on the website to allow customers to purchase online easily.

“The website adds credibility to the business – it was a great feeling when the first product sold.” 

The Raw website uses Stripe, an online payment platform that allows for quick and secure online payments. 

To market his products, Toby turned towards social media platforms Facebook and Instagram. While Facebook enables a broad range of content, Instagram is focused on image-heavy, content-rich posts.  

According to Toby, his social media accounts had a rapid following from day one. He also posted on the New Zealand Made Products Facebook group, now known as Chooice and received more than 2,500 likes and 350 comments.

“Other businesses were sharing our posts. We also did some giveaways, which helped grow the follower count.” 

He thinks his products are successful on social media because they are visually appealing. 

“We are producing aesthetically pleasing work, which helps attract people. These followers often turn into leads and sometimes sales.” 

Raw is also looking at using a job tracking program called Fergus. It helps businesses keep jobs on track, manage costs and find profitability. 

In partnership with the private sector, MBIE has set up the Digital Boost program, which is designed to encourage small businesses to upskill their digital capability as Toby has. 

Participants are taken through six categories – digital marketing, digital tools, small business accounting, business insights and future technologies. It is aiming to train 50,000 participants across New Zealand this year.

Toby recommends using the various digital technologies found in the digital boost curriculum. 

“It’s a free tool which helps you to understand how digital tools can better your business.” 

“Accounting, marketing, social media and other tools can be used to streamline your day.” 

Toby is now searching for a bigger place to expand the Raw manufacturing operation and take on new staff members. 

Digital Boost is free for any registered business to sign up www.digitalboost.co.nz. It is a self-paced learning journey, with no assessments, daily Q&A sessions, regular fireside chats and access to support people.