0
Adapting to
the Changing
Marketing
Landscape
May 2014
Susan Brake
Account Director
Development Counsellors
International
@susanbrake
<1990 20122000s1990s 1999
THE MARKETING (R)EVOLUTION
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Apps/Push
Notific...
1. Be Understanding
2. Be Wild
3. Be Dogged in Your
Approach
4. Be Shrewd about Your
Friendships
5. Be Proactive about
Sha...
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 ...
“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...
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 PerceptionEl 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 AlongFort 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 Write...
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...
How Do You Find These?
Who’s your…
• top philanthropist(s)?
• top corporation?
• most exciting entrepreneur?
• best celebr...
Things to Consider
• Does this sound like a press release?
• Does it show relevance to the writer’s beat
(keywords)? Maybe...
“Reno, NV Candy Company Reshores
Operations from Asia”
“A Modern Day Willy Wonka Brings Back
Operations to U.S.”
“Small Ca...
Let’s Try Another
“Urban Park Earns National Recognition
for Design, Downtown Resurgence”
“A Railroad Runs Through It: A C...
#PRchange
Winning Traits of a Strong Economic
Development Marketing Program
Understanding
Wild
Dogged in Approach
Shrewd in Friendsh...
A.
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
Adapting to the Changing Marketing Landscape
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Adapting to the Changing Marketing Landscape

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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.

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Transcript of "Adapting to the Changing Marketing Landscape"

  1. 1. Adapting to the Changing Marketing Landscape May 2014
  2. 2. Susan Brake Account Director Development Counsellors International @susanbrake
  3. 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. 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
  5. 5. Be Understanding
  6. 6. How Do Corporate Executives Get Their Information about a Place?
  7. 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. 8. “What are the three leading sources of information that influence your perceptions of an area’s business climate?”
  9. 9. Leading Sources of Information
  10. 10. “Rate the effectiveness of these marketing techniques as a means of reaching corporate executives…”
  11. 11. Most Effective Marketing Techniques (% Rating 4 or 5 on a 5-point scale)
  12. 12. Please check all social media channels that you currently use for business.
  13. 13. Social Media Channels Used for Business
  14. 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
  15. 15. Be Wild
  16. 16. First Contact with an EDO
  17. 17. Why Tame is Lame *No economic development websites were harmed in the copying of these screen shots.
  18. 18. Websites Gone Wild
  19. 19. Be Dogged in Your Approach
  20. 20. El Paso Changes a PerceptionEl Paso Changes a Perception
  21. 21. Most Useful Features of an Economic Developer’s Website Useful Features on an Economic Development Website
  22. 22. Missouri’s Business Comparison Tool
  23. 23. Louisiana’s Incentive Evaluator
  24. 24. Be Shrewd about Your Friendships
  25. 25. 80 percent of net new job growth comes from existing businesses.
  26. 26. Fort Wayne: Chugs AlongFort Wayne Chugs Along
  27. 27. The Elusive Needle in the Haystack: The Corporate Executive
  28. 28. Dallas Makes a Bold Move
  29. 29. • 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
  30. 30. Be Proactive about Sharing Your DNA
  31. 31. #PRchange
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. “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?
  36. 36. 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
  37. 37. #PRchange
  38. 38. Winning Traits of a Strong Economic Development Marketing Program Understanding Wild Dogged in Approach Shrewd in Friendships Proactive about Sharing DNA
  39. 39. A.
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