Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Working with Top Site Selectors– Best and NEXT Practices
Working with Top Location Advisors:BEST AND NEXT PRACTICES
FAMILIARIZATION TOURSBest Practice NEXT PRACTICE•Host a group of •Visiting consultantsconsultants for a 2-3 day shadow a “CEO of theirtour of a region choice” for a day•Often built around awell-known sportingevent OR •Shift gears to a webinar•Mix business and fun format
Shadowing a Senior Executive • Visiting consultants were provided with a list of 15 possible CEO/senior executives • Each consultant spent a day shadowing a single executive
What’s in Delaware’s Wallet?A Look at Capital One’s Expansion Decision Webinar for Location Advisors (December 19, 2012)
Our Panel• Jim Kelly, EVP, Head of Direct Banking, Capital One• Alan Levin, Cabinet Secretary, Delaware Economic Development Office (DEDO)
IN-MARKET EVENTSBest Practice NEXT PRACTICE•Areas of critical mass •Engage a credible, third(NYC, Chicago, Atlanta) party to highlight the•High-profile speaker community’s business o Public Sector (Governor, advantages Mayor) o Private Sector (Top CEO)•Use a sports or culturalevent as a draw
An Afternoon with Forbes • 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.
NEWSLETTERBest Practice NEXT PRACTICE•Regularly-scheduled, •Share relevant news as itprint or e-newsletter occurshighlighting a broad •Succinct e-blast formatrange of developments•Often geared to aninternal audience
WEBSITE DESIGNBest Practice NEXT PRACTICE•Provide spreadsheets •The right infographic isand detailed reports worth a thousand dataavailable for download points •Presents information in an engaging and easy-to- digest format
FACE-TO-FACE MEETINGSBest Practice NEXT PRACTICE•Regular program of •Regular program ofdeskside visits with deskside visits withconsultants in their consultants in theiroffices offices•“Conversation” rather •“Conversation” ratherthan “presentation” than “presentation”
An Introduction to LocationAdvisors.net• Searchable, exportable database of the nation’s top members of the site selection community• Provides meaningful background on individual location advisors• Kept up-to-date by DCI (so your staff doesn’t have to)
What Does It Cost?Let’s Keep It Simple:•$900 for a First-Year Subscription•Log-ins for as many of your staff members asyou likeAnd For Today’s WebinarParticipants:•Complimentary, two-week trial available