adapting to the changing marketing landscape
DESCRIPTION
How do you adapt to the new marketing landscape? This presentation takes a look at five winning traits of a strong economic development marketing program.TRANSCRIPT
Adapting to the Changing Marketing Landscape May 2014
Susan Brake Account Director Development Counsellors International @susanbrake
<1990 2012 2000s 1990s 1999
THE MARKETING (R)EVOLUTION
Events Direct Mail Telephone
TV Radio Print Display
Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Email Events Direct Mail Telephone
TV Radio Print Display Cable TV Website Search Online Display
TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing
TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation
TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Mkg Webinars Blogs/RSS Podcasts Contextual Wikis Social Networks Mobile Web
Mobile Email SMS + MMS IM Email Events Direct Mail Telephone
IM Email Events Direct Mail Telephone
IM Email Events Direct Mail Telephone
1. Be Understanding 2. Be Wild 3. Be Dogged in Your
Approach 4. Be Shrewd about Your
Friendships 5. Be Proactive about
Sharing Your DNA
Be Understanding
How Do Corporate Executives Get Their Information about a Place?
How Corp Execs Get Their Information
• Survey of Corporate
Execs/Decision Makers • Survey Audience = U.S.
Corporate Execs with Site Selection Responsibilities (CEOs, Presidents, CFOs, VPs), and Site Consultants
• 322 Total Respondents
How Corporate Executives Get Information
“What are the three leading sources of information that influence your perceptions of an area’s business
climate?”
Leading Sources of Information
“Rate the effectiveness of these marketing techniques as a means of
reaching corporate executives…”
Most Effective Marketing Techniques (% Rating 4 or 5 on a 5-point scale)
Please check all social media channels that you currently use for business.
Social Media Channels Used for Business
What Influences Corporate Executives
Opinions are being formed from a broad mix of tactics (don’t put all your marketing eggs in one basket).
Relationships are key (put time and resources into developing them).
Internet/online presence is only growing in importance (be sure yours is exceptional and data driven).
Media relations – print, broadcast and online – brings strong credibility to your marketing program
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Key Takeaways: Corporate Executives and Information
Be Wild
First Contact with an EDO
Why Tame is Lame
*No economic development websites were harmed in the copying of these screen shots.
Websites Gone Wild
Be Dogged in Your Approach
El Paso Changes a Perception El Paso Changes a Perception
Most Useful Features of an Economic Developer’s Website Useful Features on an Economic
Development Website
Missouri’s Business Comparison Tool
Louisiana’s Incentive Evaluator
Be Shrewd about Your Friendships
80 percent of net new job growth comes from existing
businesses.
Fort Wayne: Chugs Along
Fort Wayne Chugs Along
The Elusive Needle in the Haystack: The Corporate
Executive
Dallas Makes a Bold Move
• Rankings Editor Kurt Badenhausen wrote a story titled “Houston Gets Hot” for 2012 Best Places issue.
• Real Estate Writer Morgan Brennan ranked Houston “America’s Coolest City” in summer 2012.
• Kurt and Morgan both spoke at a Chicago luncheon with 13 site consultants.
Houston’s Special Event Win
Be Proactive about Sharing Your DNA
#PRchange
What works: • first • greatest • largest • only • unprecedented *must be verifiable, put in context
What doesn’t: • one of…. • just like… • nearly the most… • second ever • really good • best in state • Silicon _______
Seeking Out Exceptional News
How Do You Find These?
Who’s your… • top philanthropist(s)? • top corporation? • most exciting entrepreneur? • best celebrity or (former) athlete? What’s your… • most mind-boggling statistic? • most aspirational goal? • coolest, geekiest, oddest asset?
How do You Find These Stories
Things to Consider
• Does this sound like a press release? • Does it show relevance to the writer’s beat
(keywords)? Maybe even reference a recent story?
• Does it combine intrigue with insight? • Is there uncertainty, conflict, or enormity that
is suggested?
Things to Consider
“Reno, NV Candy Company Reshores Operations from Asia”
“A Modern Day Willy Wonka Brings Back Operations to U.S.”
“Small Candy Manufacturer Returns Production to the U.S. from Korea”
Which Email Would You Read? Which Email Would You Read?
Let’s Try Another
“Urban Park Earns National Recognition for Design, Downtown Resurgence”
“A Railroad Runs Through It: A City's Embrace of a Rail Line as a ‘River’”
“Birmingham’s Downtown Renaissance Sparked by New Urban Park”
Let’s Try Another
#PRchange
Winning Traits of a Strong Economic Development Marketing Program
Understanding
Wild
Dogged in Approach
Shrewd in Friendships
Proactive about Sharing DNA
A.