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.

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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Adapting to the Changing Marketing Landscape Adapting to the Changing Marketing Landscape Presentation Transcript

  • 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 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
  • 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 14 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 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 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.