By Bob Ady, Ady International
Of all the questions I get asked each year, the question of how to market to site selectors is always in the top two or three. Why is this question a perennial favorite? The proportion of searches done by site selection firms is increasing. By my estimate, 30-40% of all site searches today are done by outside site selection firms, and the bigger the project, the more likely this is the case. Although these firms may seem like a pretty big universe given the power they exert over the site selection process, quite the contrary is true. There are probably only about 50 or so site selection firms which do the lion's share of the projects.
So we have a situation where there are relatively few site selection firms and literally thousands of community, regional, state, and other economic development organizations, such as utilities vying for their attention. While that may sound daunting, remember that site selection firms need the economic development organizations as much as the economic development organizations need them. A successful location project requires an effective relationship between the two.
So, how do economic development organizations reach these firms, or do they wait and hope that the consulting firms find them? I know of no progressive economic development organization that does not have site location firms as an integral part of its business attraction strategy.
There are three primary approaches for achieving this goal. First and most important are personal meetings with the consulting firm. Not necessarily the principal, but the individual consultants that are the project managers. Preferably this should be in the site selector's office, but events and conferences are other effective venues.
Another effective approach in creating top-of-mind awareness for your community is through the use of e- mail to individuals in the consulting firm. Focus on what site selectors want to know, not just what you want to push. Key among the information in the e-mail should be new plants locating and new buildings/sites becoming available.
Finally, your website offers the first portal to your community. It may not offer the advantages of a personal meeting but the majority of site searches start with data gathered from your website. Make sure it is easy to find and loaded with the type of information site selectors need. And make sure the strengths of your community or region come through loud and clear, to help make your community worth remembering.
It seems pretty straightforward, but relatively few economic development organizations are consistently good at establishing and maintaining ongoing relationships with site selection consultants. It may well be one of your marketing activities with the greatest return on investment if you follow the simple rules of thumb I've outlined here.
Wednesday, September 19, 2007
Explore Buffalo Niagara attracts 30 executives, foreign officials
About 30 executives and officials from around the world are expected to attend the three-day Explore Buffalo Niagara 2007 economic development forum that begins Wednesday.
The turnout of primarily foreign officials and executives is the payoff from the 1,500 invitations that were sent this spring to top business officials offering them a personalized look at what the Buffalo Niagara region can offer their companies.
“For this being the first time this has ever been done in this country, I think it’s a success,” said David A. Roll, the Western New York chapter manager for the National Electrical Contractors Association, who is serving as the initiative’s chairman.
Organizers declined to say exactly who is expected to attend the forum, citing the possibility that last-minute travel changes and business demands could alter some participants’ plans. But they range from a Chinese shoe manufacturer and an executive from a Japanese sake business to a group of officials from Buffalo’s sister city in Tver, Russia. Read more here.
The turnout of primarily foreign officials and executives is the payoff from the 1,500 invitations that were sent this spring to top business officials offering them a personalized look at what the Buffalo Niagara region can offer their companies.
“For this being the first time this has ever been done in this country, I think it’s a success,” said David A. Roll, the Western New York chapter manager for the National Electrical Contractors Association, who is serving as the initiative’s chairman.
Organizers declined to say exactly who is expected to attend the forum, citing the possibility that last-minute travel changes and business demands could alter some participants’ plans. But they range from a Chinese shoe manufacturer and an executive from a Japanese sake business to a group of officials from Buffalo’s sister city in Tver, Russia. Read more here.
EDC says marketing study not worthwhile
An $18,000 marketing study conducted for Jackson County by consultants from Texas fell short of what the firm promised, according to members of the Jackson County Economic Development Commission.
So the economic development commission is asking for its money back.
“It was a very canned report,” said Chris Matheson, an attorney on the EDC board. “It looks like you could probably substitute the name of any number of communities for the name of ours.”
The consulting firm analyzes a community’s demographics and determines what businesses would be a good fit for the community. The results? Applebee’s, Dairy Queen, Belk’s, Hallmark store, Sally’s Beauty Supply, Jo-Ann Fabrics, Hibbet Sporting Goods, Staples, Target and Tractor Supply.
Rick Fulton, the chairman of the EDC, said the group wasn’t impressed and doesn’t agree with the results. Fulton isn’t sure how much luck Jackson County would have recruiting some of the businesses Buxton recommends, such as the Belk’s for example. Fulton said consultants can be convincing when giving their pitch, but don’t always deliver.
The consultants pitched their services to the EDC in fall of 2005. They said they would analyze the county’s demographics “utilizing a variety of parameters.” Buxton used words like “psychographics”, claiming they analyze the lifestyle characteristics of the community to determine what businesses the population could support but was currently lacking. Read more here.
So the economic development commission is asking for its money back.
“It was a very canned report,” said Chris Matheson, an attorney on the EDC board. “It looks like you could probably substitute the name of any number of communities for the name of ours.”
The consulting firm analyzes a community’s demographics and determines what businesses would be a good fit for the community. The results? Applebee’s, Dairy Queen, Belk’s, Hallmark store, Sally’s Beauty Supply, Jo-Ann Fabrics, Hibbet Sporting Goods, Staples, Target and Tractor Supply.
Rick Fulton, the chairman of the EDC, said the group wasn’t impressed and doesn’t agree with the results. Fulton isn’t sure how much luck Jackson County would have recruiting some of the businesses Buxton recommends, such as the Belk’s for example. Fulton said consultants can be convincing when giving their pitch, but don’t always deliver.
The consultants pitched their services to the EDC in fall of 2005. They said they would analyze the county’s demographics “utilizing a variety of parameters.” Buxton used words like “psychographics”, claiming they analyze the lifestyle characteristics of the community to determine what businesses the population could support but was currently lacking. Read more here.
Tuesday, September 18, 2007
Place Branding for the Economic Developer: AE Weighs in on the ‘Big Debate'
Place branding is a hot topic within the economic development community, and rightly so. In a world where marketers typically have ‘one shot’ to instantly get the attention of -- or introduce themselves to -- site selectors, consultants, tourists, potential workforce, and their own constituents, having and presenting a cohesive and enticing community identity has profound conscious and subconscious impact.
When the topic of place branding is debated in public and private forums, typically two factions become the primary contenders: The economic development practitioner faced with limited marketing resources but that first and foremost ‘need to get their [city, region, state, country]’s name out there’ vs. The marketing consultant that argues that a brand is not simply a logo and a tagline, but rather a collective of perceptions, messages, and mechanisms that a logo just happens to be a part of.
The former, in many cases, ultimately just wants to hire a graphic designer to create a visual identity that grabs the attention of target audiences and is popular among local decision makers and business constituents. The latter wants to analyze the region’s strengths, weaknesses, opportunities, competition, resources, and character in order to present a promise and vision statement that ultimately will impact how the community presents itself internally and externally.
AngelouEconomics’ (AE) perspective sits exactly in the middle. The fact is AE has unique perspective because we provide place branding services to economic development practitioners and place marketing consultancy to marketing firms based on unique client need. Having often been asked our stance in ‘this debate,’ it has always been our contention that both factions are correct –- only if they achieve an effective end-result.
And, to us, the end-result resides in a criterion of four parts: Read more here.
When the topic of place branding is debated in public and private forums, typically two factions become the primary contenders: The economic development practitioner faced with limited marketing resources but that first and foremost ‘need to get their [city, region, state, country]’s name out there’ vs. The marketing consultant that argues that a brand is not simply a logo and a tagline, but rather a collective of perceptions, messages, and mechanisms that a logo just happens to be a part of.
The former, in many cases, ultimately just wants to hire a graphic designer to create a visual identity that grabs the attention of target audiences and is popular among local decision makers and business constituents. The latter wants to analyze the region’s strengths, weaknesses, opportunities, competition, resources, and character in order to present a promise and vision statement that ultimately will impact how the community presents itself internally and externally.
AngelouEconomics’ (AE) perspective sits exactly in the middle. The fact is AE has unique perspective because we provide place branding services to economic development practitioners and place marketing consultancy to marketing firms based on unique client need. Having often been asked our stance in ‘this debate,’ it has always been our contention that both factions are correct –- only if they achieve an effective end-result.
And, to us, the end-result resides in a criterion of four parts: Read more here.
How Public Relations Changes Minds
Public relations changes minds in the process of deliveringwhat business, non-profit and association managers need more than almost anything else - the kind of key stakeholder behavior change that leads directly to achieving theirmanagerial objectives.
It happens when the right kind of public relations alters individual perception, thus doing something positive aboutthe behaviors of those outside folks that MOST affect amanager’s organization.
Minds end up changed when managers follow a blueprintsomething like this: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished. Read more here.
It happens when the right kind of public relations alters individual perception, thus doing something positive aboutthe behaviors of those outside folks that MOST affect amanager’s organization.
Minds end up changed when managers follow a blueprintsomething like this: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is usually accomplished. Read more here.
Wednesday, August 29, 2007
Committee wants you to help brand Helena
What should Helena be known for?
That’s what a committee wants to know, as the community moves forward with finding a unique brand for the city to draw more visitors here.
“We’re sort of on the full-court press of gathering public opinion,” said Matthew Cohn, current chair of the Advantage Helena committee tasked with rounding up people’s thoughts as part of the ongoing branding process.
“We want the public buy-in; we really do want their ideas.”
Working with Destination Development, a Washington state firm, Advantage Helena is collecting people’s thoughts on Helena’s identity and how we choose to show ourselves to the rest of the world.
“Really, the brand is about finding our identity,” said Jim McHugh, director of Downtown Helena, Inc.
City Commissioner Alan Peura, a member of the committee, said he believes the group has overcome the early perception that the branding effort is strictly for the benefit of downtown.
Read more here.
That’s what a committee wants to know, as the community moves forward with finding a unique brand for the city to draw more visitors here.
“We’re sort of on the full-court press of gathering public opinion,” said Matthew Cohn, current chair of the Advantage Helena committee tasked with rounding up people’s thoughts as part of the ongoing branding process.
“We want the public buy-in; we really do want their ideas.”
Working with Destination Development, a Washington state firm, Advantage Helena is collecting people’s thoughts on Helena’s identity and how we choose to show ourselves to the rest of the world.
“Really, the brand is about finding our identity,” said Jim McHugh, director of Downtown Helena, Inc.
City Commissioner Alan Peura, a member of the committee, said he believes the group has overcome the early perception that the branding effort is strictly for the benefit of downtown.
Read more here.
Howard County jobs campaign to target locals
Work in the county, closer to home -- that's the message Howard County's economic development department will try to convey with a new marketing campaign targeting its residents.
The Howard Jobs campaign, with a Web site and radio commercials, is slated to begin Sept. 4. The Howard County Economic Development Authority wants to reach the more than 95,000 residents who work outside the county.
Richard Story, the CEO of the Howard County Economic Development Authority, said in a statement the effort will help local businesses along with residents, who would benefit from reduced drive time and gas costs.
County officials did not disclose the cost of the marketing campaign. Read more here.
The Howard Jobs campaign, with a Web site and radio commercials, is slated to begin Sept. 4. The Howard County Economic Development Authority wants to reach the more than 95,000 residents who work outside the county.
Richard Story, the CEO of the Howard County Economic Development Authority, said in a statement the effort will help local businesses along with residents, who would benefit from reduced drive time and gas costs.
County officials did not disclose the cost of the marketing campaign. Read more here.
No image is no hindrance for Overland Park
By MIKE HENDRICKS
Even to government, a hundred grand isn’t peanuts. That many tax dollars would fix plenty of potholes. Or buy several tanks of gas for the police and fire departments.
However, the city of Overland Park is spending up to $110,000 to buy something a little more esoteric.
An image.
Now, to some, that might suggest the image of a community so well off it can easily blow 110 thou on what amounts to fluff.
Then again, OP wouldn’t be the first city, county or state to buy into the branding trend since “I Love New York” started it all in the 1970s.
Simply put: Your burg is Nowheresville if you don’t have a logo, slogan and marketing campaign. And getting those normally means hiring a consultant who does surveys and hires focus groups.
OP is way behind the pack on this sort of thing.
“This city has never done any kind of branding,” Overland Park spokesman Sean Reilly told me.
True, and the results are all too apparent.
Without branding, OP grew from a sleepy bedroom suburb to the most populous city in Johnson County and the second largest in Kansas. Read more here.
Even to government, a hundred grand isn’t peanuts. That many tax dollars would fix plenty of potholes. Or buy several tanks of gas for the police and fire departments.
However, the city of Overland Park is spending up to $110,000 to buy something a little more esoteric.
An image.
Now, to some, that might suggest the image of a community so well off it can easily blow 110 thou on what amounts to fluff.
Then again, OP wouldn’t be the first city, county or state to buy into the branding trend since “I Love New York” started it all in the 1970s.
Simply put: Your burg is Nowheresville if you don’t have a logo, slogan and marketing campaign. And getting those normally means hiring a consultant who does surveys and hires focus groups.
OP is way behind the pack on this sort of thing.
“This city has never done any kind of branding,” Overland Park spokesman Sean Reilly told me.
True, and the results are all too apparent.
Without branding, OP grew from a sleepy bedroom suburb to the most populous city in Johnson County and the second largest in Kansas. Read more here.
Saturday, August 18, 2007
Public Relations — Are you missing out?
When business owners think of marketing their products or services, it ’s easy to think of only traditional advertising and marketing. They fall into the trap of not looking at the whole picture and forget about other important avenues. While advertising and marketing can be effective, the driving force in today’s business communication is identifying, planning and implementing a high-quality public relations program.
Effective public relations is more than just getting ink. It gains favorable attention and conveys a consistent and newsworthy message to the intended audience. When presented as news, the message gains credibility that makes it more effective. An integrated marketing approach that combines advertising with media relations efforts will be much more effective in keeping your brand top of mind.
Public relations can take a variety of avenues, including news releases, newsletters, annual reports, media kits, press tours, feature stories, special events and presentation materials. Public relations needs will vary by company, but they should always be used in conjunction with a coordinated strategic approach. Read more here.
Effective public relations is more than just getting ink. It gains favorable attention and conveys a consistent and newsworthy message to the intended audience. When presented as news, the message gains credibility that makes it more effective. An integrated marketing approach that combines advertising with media relations efforts will be much more effective in keeping your brand top of mind.
Public relations can take a variety of avenues, including news releases, newsletters, annual reports, media kits, press tours, feature stories, special events and presentation materials. Public relations needs will vary by company, but they should always be used in conjunction with a coordinated strategic approach. Read more here.
Wednesday, August 15, 2007
Partnership aims to draw employers to St. Cloud area
St. Cloud did not make Arctic Cat's original list of possible expansion sites.
But when Thief River Falls-based snowmobile and ATV manufacturer learned about the area's well-educated work force, access to major suppliers and reduced-tax JOBZ program, it took a serious look.
CEO Chris Twomey did his research and spoke with local businesspeople before securing the company a spot on Opportunity Drive in 2005.
Landing a spot on lists like Arctic Cat's is not easy. But the St. Cloud Area Economic Development Partnership is going further than it ever has to promote the area and bring new businesses to Central Minnesota as more employers recognize the possibilities of the dual-highway corridor between St. Cloud and the Twin Cities.
The communities touching Interstate Highway 94 and U.S. Highway 10 are expected to almost double in population by 2030, even by conservative estimates. Corridor counties and others on the northwestern corner of the Twin Cities are among the top 100 nationwide for rapid growth.
The Partnership embarked this spring on its largest marketing effort in its 22-year history.
The latest marketing materials complement The Partnership's ongoing visits with site selectors and prospective businesses, exposure at trade conventions and newsletters.
The campaign's series of four postcards encouraged 1,000 businesses and site selectors to make St. Cloud and Central Minnesota a destination. The cards highlighted the area's "abundance of highly skilled labor," "expanding infrastructure" and "ideal location."
They led up to a June event that brought 25 site selectors and 15 business leaders to the IDS Center in downtown Minneapolis to learn about the area's latest developments. The Partnership unveiled a new marketing brochure. Read more here.
But when Thief River Falls-based snowmobile and ATV manufacturer learned about the area's well-educated work force, access to major suppliers and reduced-tax JOBZ program, it took a serious look.
CEO Chris Twomey did his research and spoke with local businesspeople before securing the company a spot on Opportunity Drive in 2005.
Landing a spot on lists like Arctic Cat's is not easy. But the St. Cloud Area Economic Development Partnership is going further than it ever has to promote the area and bring new businesses to Central Minnesota as more employers recognize the possibilities of the dual-highway corridor between St. Cloud and the Twin Cities.
The communities touching Interstate Highway 94 and U.S. Highway 10 are expected to almost double in population by 2030, even by conservative estimates. Corridor counties and others on the northwestern corner of the Twin Cities are among the top 100 nationwide for rapid growth.
The Partnership embarked this spring on its largest marketing effort in its 22-year history.
The latest marketing materials complement The Partnership's ongoing visits with site selectors and prospective businesses, exposure at trade conventions and newsletters.
The campaign's series of four postcards encouraged 1,000 businesses and site selectors to make St. Cloud and Central Minnesota a destination. The cards highlighted the area's "abundance of highly skilled labor," "expanding infrastructure" and "ideal location."
They led up to a June event that brought 25 site selectors and 15 business leaders to the IDS Center in downtown Minneapolis to learn about the area's latest developments. The Partnership unveiled a new marketing brochure. Read more here.
Subscribe to:
Posts (Atom)