Lisa Ryan: Hey, it's Lisa Ryan. Welcome to the Manufacturers' Network Podcast. Our guest today is Emily Wilkens. Emily helps job shops make bigger profits and an even bigger impact by building them a radical brand and marketing machine and empowering them to use it in a few days. Emily, welcome to the show.

Emily Wilkins: Well, thank you so much for having me, Lisa.

Lisa Ryan: Please share a little about your background, what led you to do what you're doing, and particularly in working with manufacturers.

Emily Wilkins: I grew up near Detroit, and most of my family worked for GM or in the auto industry, in some way, shape, or form. I have always been around manufacturing and mechanics and how things work. My dad had three daughters. I was the first of three girls, so I was his son. My dad did a great thing and got me involved in all that. Mom also worked for GM. They met at GM. She worked in product development, returned to school, and became a calculus professor.

She's at Kettering University, which used to be GMI, in Flint. I had one choice when it came to college. It was Kettering. It's a unique school because it has a Co-op program that starts from your freshman year. I had a full-time job in the automotive industry before I started school for three months, so you switch from school to full-time work every other term. I had friends that were in management positions. I had friends that worked building or designing roller coasters or Disney like crazy cool opportunities as college students.

I started in mechanical engineering, worked in the automotive industry, and found myself hanging out in the design studio. I was pretty bored with all of the mechanical engineering tests they gave me, which were mostly like busy work on spreadsheets and getting bored with being in a meeting with 20 people arguing over half an inch and bored.That's not the experience for all engineers, but that was my experience. I thought about attending art school, and then I switched to business. I stayed at Kettering as an associate company. My focus was in marketing.

I liked my classes; I had always been entrepreneurial. I was the one with the lemonade stand and going around selling things to my neighbors, much to my parents' embarrassment. I've worked in product development and small job shops for most of my career. I've been the one-woman marketing show inside a couple of small job shops, so I have an inside look at what they need, what they don't need, what their budgets are, what their capacity is—internally handling marketing projects and working on things like that. When I started my business a couple of years ago, when I was working, I was the marketing director at a broad view product development.

I started my business a little bit as part of a broad view and then branched out and started doing my own thing, and then, in the beginning, I didn't have well. I shouldn't say that I began to market metal with manufacturers in mind, and then, when the pandemic hit, I had all these friends like, hey, will you build me a website I'm going to start my business? So I broadened, but then last summer, I doubled back down into manufacturing, and that's where I have the most experience and, I think, where I can help the most. I developed this process that differs from other marketing agencies' approaches. It works well for manufacturing companies like small to medium shops that are doing custom work like RFP-based or FAQ-based projects not. I don't do E-commerce; I don't work with manufacturers who are developing and trying to market their products. I work with specifically service-based manufacturing companies.

Lisa Ryan: Give us an example when you're talking about, because when you think about manufacturing, you don't necessarily think about marketing in the same sentence. So what would a job...