Marketing toSite Selectors January 9, 2012                   ©2013 Ady Voltedge
Today’s GoalsShare what we’ve learned in working directlywith site selectors, the companies theyrepresent, and the EDOs wh...
About Ady Voltedge    Wyoming Economic Development   ©2013 Ady Voltedge   3       Association January 2013
Some of Our Clients     Wyoming Economic Development   ©2013 Ady Voltedge   4        Association January 2013
Communicating with Site Selectors            Wyoming Economic Development   ©2013 Ady Voltedge   5               Associati...
Inbound: Site Selector Mindset• Client not EDO• Sound recommendation  with tight timeline• Big picture to mundane  details...
Who Are These Guys?• Twenty-six are members of the Site Selectors  Guild                 Wyoming Economic Development   ©2...
Who Are These Guys?• ~200 also regularly work on  site selection  projects, perhaps not as the  majority of their business...
Inbound: Site Selection Process                            InteractionStep                                            Impl...
How Do They Like to Be Reached?      … it depends           Wyoming Economic Development   ©2013 Ady Voltedge   10        ...
How Do They NOT Like to Be Reached?• One community at a time• As part of communications that go to multiple  stakeholders•...
Lessons for Inbound Communications•   Be prepared.•   Do your research.•   Respond promptly.•   Stick to the schedule.•   ...
Value of Outbound Communications           Wyoming Economic Development   ©2013 Ady Voltedge   13              Association...
Personal Visits•   Larger region more impactful, limit to 2-3 people•   Research the site selector, industries, specialtie...
Email or Print Newsletters        Wyoming Economic Development   ©2013 Ady Voltedge   15           Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   16   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   17   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   18   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   19   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   20   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   21   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   22   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   23   Association January 2013
Direct MarketingWyoming Economic Development   ©2013 Ady Voltedge   24   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   25   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   26   Association January 2013
Wyoming Economic Development   ©2013 Ady Voltedge   27   Association January 2013
Advertising              Wyoming Economic Development   ©2013 Ady Voltedge   28                 Association January 2013
WebsitesWyoming Economic Development   ©2013 Ady Voltedge   29   Association January 2013
Website Must-Have Elements•   Contact info                 •   Incentives•   Location                     •   Resources•  ...
Wyoming Economic Development   ©2013 Ady Voltedge   31   Association January 2013
WEDA October 18, 2012   ©2013 Ady Voltedge   32
WEDA October 18, 2012   ©2013 Ady Voltedge   33
WEDA October 18, 2012   ©2013 Ady Voltedge   34
WEDA October 18, 2012   ©2013 Ady Voltedge   35
WEDA October 18, 2012   ©2013 Ady Voltedge   36
Questions?Janet L. AdyAdy Voltedge608.663.9218jady@adyvoltedge.com                       Wyoming Economic Development   ©2...
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Marketing to Site Selectors

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Janet Ady recently present at the Wyoming Economic Development Agency's conference, January 9th & 10th. Her topics included Marketing to Site Selectors, Effective Familiarization Tours, The Value of a Site Evaluation Certification Program, and the Wyoming Competitive Advantage.

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  • Reorder these based on the effectiveness noted in DCI reportPossibly put these on a four-box to show effectiveness and cost.
  • Marketing to Site Selectors

    1. 1. Marketing toSite Selectors January 9, 2012 ©2013 Ady Voltedge
    2. 2. Today’s GoalsShare what we’ve learned in working directlywith site selectors, the companies theyrepresent, and the EDOs who are trying tomarket to them Wyoming Economic Development ©2013 Ady Voltedge 2 Association January 2013
    3. 3. About Ady Voltedge Wyoming Economic Development ©2013 Ady Voltedge 3 Association January 2013
    4. 4. Some of Our Clients Wyoming Economic Development ©2013 Ady Voltedge 4 Association January 2013
    5. 5. Communicating with Site Selectors Wyoming Economic Development ©2013 Ady Voltedge 5 Association January 2013
    6. 6. Inbound: Site Selector Mindset• Client not EDO• Sound recommendation with tight timeline• Big picture to mundane details Wyoming Economic Development ©2013 Ady Voltedge 6 Association January 2013
    7. 7. Who Are These Guys?• Twenty-six are members of the Site Selectors Guild Wyoming Economic Development ©2013 Ady Voltedge 7 Association January 2013
    8. 8. Who Are These Guys?• ~200 also regularly work on site selection projects, perhaps not as the majority of their business• ~2,000 are commercial realtors, lawyers, and others who do some site selection projects (“part-timers”)• Companies themselves Wyoming Economic Development ©2013 Ady Voltedge 8 Association January 2013
    9. 9. Inbound: Site Selection Process InteractionStep Implication to EDO with EDO1. Company objectives. None Consider key reasons for relocating.2. Countries and Multiple None Regional, state, MSA connections.States3. States and/or Regions Website Have to find your website via searchwithin a State terms; must have first-pass information (community profile) and second pass information (by TI).4. Short List On-Site Visit Responsiveness, understanding the prospect, differentiating, mitigating weaknesses.5. Final Recommendation Personal Follow-through, documentation, ongoing Contact contact through relocation. Wyoming Economic Development ©2013 Ady Voltedge 9 Association January 2013
    10. 10. How Do They Like to Be Reached? … it depends Wyoming Economic Development ©2013 Ady Voltedge 10 Association January 2013
    11. 11. How Do They NOT Like to Be Reached?• One community at a time• As part of communications that go to multiple stakeholders• Without a clear message• Without organized information delivered in a time-effective manner• Without knowing who you are or what region you represent Wyoming Economic Development ©2013 Ady Voltedge 11 Association January 2013
    12. 12. Lessons for Inbound Communications• Be prepared.• Do your research.• Respond promptly.• Stick to the schedule.• Stop talking. Listen. Wyoming Economic Development ©2013 Ady Voltedge 12 Association January 2013
    13. 13. Value of Outbound Communications Wyoming Economic Development ©2013 Ady Voltedge 13 Association January 2013
    14. 14. Personal Visits• Larger region more impactful, limit to 2-3 people• Research the site selector, industries, specialties, etc.• Present a structured overview of your region• Offer to bring in lunch• Offer to pay for consultants’ time• Leave-behinds Wyoming Economic Development ©2013 Ady Voltedge 14 Association January 2013
    15. 15. Email or Print Newsletters Wyoming Economic Development ©2013 Ady Voltedge 15 Association January 2013
    16. 16. Wyoming Economic Development ©2013 Ady Voltedge 16 Association January 2013
    17. 17. Wyoming Economic Development ©2013 Ady Voltedge 17 Association January 2013
    18. 18. Wyoming Economic Development ©2013 Ady Voltedge 18 Association January 2013
    19. 19. Wyoming Economic Development ©2013 Ady Voltedge 19 Association January 2013
    20. 20. Wyoming Economic Development ©2013 Ady Voltedge 20 Association January 2013
    21. 21. Wyoming Economic Development ©2013 Ady Voltedge 21 Association January 2013
    22. 22. Wyoming Economic Development ©2013 Ady Voltedge 22 Association January 2013
    23. 23. Wyoming Economic Development ©2013 Ady Voltedge 23 Association January 2013
    24. 24. Direct MarketingWyoming Economic Development ©2013 Ady Voltedge 24 Association January 2013
    25. 25. Wyoming Economic Development ©2013 Ady Voltedge 25 Association January 2013
    26. 26. Wyoming Economic Development ©2013 Ady Voltedge 26 Association January 2013
    27. 27. Wyoming Economic Development ©2013 Ady Voltedge 27 Association January 2013
    28. 28. Advertising Wyoming Economic Development ©2013 Ady Voltedge 28 Association January 2013
    29. 29. WebsitesWyoming Economic Development ©2013 Ady Voltedge 29 Association January 2013
    30. 30. Website Must-Have Elements• Contact info • Incentives• Location • Resources• Properties • Target industries• Maps • “Local” News• Data • Positioning Wyoming Economic Development ©2013 Ady Voltedge 30 Association January 2013
    31. 31. Wyoming Economic Development ©2013 Ady Voltedge 31 Association January 2013
    32. 32. WEDA October 18, 2012 ©2013 Ady Voltedge 32
    33. 33. WEDA October 18, 2012 ©2013 Ady Voltedge 33
    34. 34. WEDA October 18, 2012 ©2013 Ady Voltedge 34
    35. 35. WEDA October 18, 2012 ©2013 Ady Voltedge 35
    36. 36. WEDA October 18, 2012 ©2013 Ady Voltedge 36
    37. 37. Questions?Janet L. AdyAdy Voltedge608.663.9218jady@adyvoltedge.com Wyoming Economic Development ©2013 Ady Voltedge 37 Association January 2013

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