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.
3. <1990 20122000s1990s 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
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
4. 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
7. 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
8. “What are the three leading sources
of information that influence your
perceptions of an area’s business
climate?”
14. 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
14
Key Takeaways: Corporate Executives and
Information
38. • 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
41. 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
42.
43. 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
44. 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
45. “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?
46.
47. 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
49. Winning Traits of a Strong Economic
Development Marketing Program
Understanding
Wild
Dogged in Approach
Shrewd in Friendships
Proactive about Sharing DNA