Steal this economic development marketing idea

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“Steal This Idea: The Marketing Experts Tell All” was presented at the IEDC 2012 Annual Conference in Houston, Texas. The panel featured an A-list of economic development marketers that included GIS Planning CEO Anatalio Ubalde, Y Factor President/CEO Anya Codack and DCI President/Chief Creative Officer Andy Levine. Topics include:

The Rise of the Digital Ambassadors (Andy)
Write Once, Spin Often (Anya)
Data Marketing (Anatalio)
An Infographic is Worth a Thousand Data Points (Andy)
Unmask Your Website Visitors (Anya)
The Best Idea is Yours (Anatalio)

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  • Create a landing page where people can sign up that ties into a specific brand for your ambassadors. Use a software like Social Toaster: It’s a widget that links to your website and allows ambassadors to register their personalFacebook, Twitter, and LinkedIn accounts to share content. I’ll give you an example of how it works.
  • Next, you send an email out to all your ambassadors.
  • It then automatically populates their networks
  • First, you need to publish, relevant copy on your website. This article repurposes the fact that USA Today recently ranked Denver/Boulder as a top 10 City for tech startups. The EDC leads with that, but then also interviews tech companies in the region to find out why they are in Colorado.
  • Using a software program such as Social Toaster, you can track how many ambassadors you have (Denver has 115); many visits are coming back to your website. The most popular links that your ambassadors are sharing, the ones that bring people back to your site
  • Ambassadors whose links are getting the most clicks
  • Andrew Hudson who is a CEO in Denver
  • Links information/reporting
  • There is not as much consensus among EDOs as to how to benchmark their marketing efforts. When we asked EDOs how they benchmark their marketing back in 2007, many people wrote in the “Other” choice to say that they did not benchmark their marketing programs at all. We made that its own option this time around, and unfortunately, but perhaps not surprisingly, the top rated benchmarking strategy was “no formal benchmarking”, shared by 20% of EDOs. An essential part of improving performance is measuring performance, so one in five EDOs are missing this key step of successful marketing.
  • Jonathan Bittner from the Anchorage Economic Development Corporation provides some suggestion. “The new model in our office is: if you can't track it, don't do it”, he says. “With e-newsletters we can see who opens it, which links they click on, how long they stay on the article, if they forward it to someone else, etc. Same goes for our website content. The only thing I can measure when I send out a print piece is what time it's picked up by the postal service and how much it costs me to send it out.”Jonathan Bittner, http://www.linkedin.com/groupItem?view=&gid=1785140&type=member&item=88674347, January 15, 2012
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • Steal this economic development marketing idea

    1. 1. Steal This Idea:The Marketing Experts Tell All
    2. 2. Andy Levine – At WorkPresident/Chief Creative Officer,DCI• Joined DCI in 1991• Directed growth in DCI’s team and service offerings• A knack for creative thinking
    3. 3. Andy – At Play• Competed in eleven marathons (next one is in Philadelphia on November 18th)• Moved to the “Jersey Shore” in June 2011 (but doesn’t know “Snooki” or “The Situation”)
    4. 4. Anya Codack – At Work• Founder & CEO at Yfactor since 1997• Passionate about making an economic impact through smart, creative marketing
    5. 5. Anya – At Play• Abstract Artist• Tri-athlete & cyclist• Mom of 3
    6. 6. Anatalio Ubalade – At WorkCEO & Co-Founder - GIS Planning,ZoomProspector.com, & SizeUp• ZoomProspector Enterprise software in 43 states serving 13,000+ cities.• More current economic development clients than any other service provider. 150+• 3 books about economic development
    7. 7. Anatalio – At Play• 24 time USA Master’s Diving National Champion & All- American; 2 silver medals in 2010 Master’s World Championships
    8. 8. Six Ideas That You Can StealI. The Rise of the Digital Ambassadors (Andy)II. Write Once, Spin Often (Anya)III.Data Marketing (Anatalio)IV. An Infographic is Worth a Thousand Data Points (Andy)V. Unmask Your Website Visitors (Anya)VI. Not what you were expecting (Anatalio)
    9. 9. Idea #1 THE RISE OF THE DIGITAL AMBASSADORS • Identify individuals who are passionate about your region and have large social media followings • Provide content that can easily be shared • Give them incentive to be active • Measure and report back the success
    10. 10. Welcome to the new USA TODAY. News to Share… Top cities for technology start-ups By Jefferson Graham, USA TODAY Denver: The Mile High City and nearby Boulder have been start-up magnets for years, thanks to Internet household names such as Mapquest (acquired by AOL in 2000) and photo-sharing site Photobucket, the second-most-visited online photo site. Boulder- based incubator TechStars takes on 50 companies a year and has an $80 million fund for start-ups, while Foundry Group invests up to $225 million. "Were not Silicon Valley and never will be," says TechStars CEO David Cohen. "Were only 100,000 people, but the activity per capita is enormous."
    11. 11. Idea #2 Write Once, Spin Often • Creating content takes time and resources • Re-using content in many different ways increases ROI: • Increase number of people that see it, click, link back, read more • Maximizes time & money spent on content creation
    12. 12. Idea #3 BORING MARKEING THAT WORKS
    13. 13. Idea #3 TITLE • TK
    14. 14. Idea #3 DO DATA MARKETING Part 1: Measure all your marketing with data Part 2: Use data to make your marketing work
    15. 15. Idea #3 DO DATA MARKETING (Part 1)My first half of this strategy is measure everything.Let the data tell you what to do. This is what you should do… © Anatalio Ubalde, 2012, www.gisplanning.com
    16. 16. Idea #3We haven’tknown whatworksWe’ve been dealingwith this problem fora long time
    17. 17. Idea #3: Data Marketing USING DATA TO MAKE MY POINT• How can I convince you of the value of data if I don’t use data to show you?
    18. 18. #1: EDOs don’t benchmark their marketing % of Economic Developers Benchmarking Criterion Rating Criterion as Most Important No formal benchmarking 20% Company locations 19% Leads generated 17% Awareness/recall of your organization 11% Change of perception about community 8% Site visits 6% Internet/website traffic 5% Number of businesses contacted 3% RFPs sent to you 2% Other 2% Media coverage/mentions 2% Phone calls or e-mails to your organization 2% Proposals given 2%Source: Economic Development Marketing by Ubalde & Simundza. 2013
    19. 19. “The new model in our office is: if you cant track it, dont do it. With e-newsletters we can see who opens it, which links they click on, how long they stay on the article, if they forward it to someone else, etc. Same goes for our website content.” – Jonathan Bittner, Director, Anchorage EDC
    20. 20. Idea #3: Data MarketingWould you give money to this guy? I’d like your money to do some marketing. By the way, when we’re done, we will have no idea if it worked. © Anatalio Ubalde, 2012, www.gisplanning.com
    21. 21. Idea #3: Data MarketingMarketing is connected to the sale
    22. 22. Idea #3: Data MarketingMeasuring is a good idea because itdelivers something amazing:Actionable information.Do what works. Stop doing what fails.
    23. 23. Idea #3: Data MarketingMore of this Less of this= outperform other economic developers © Anatalio Ubalde, 2012, www.gisplanning.com
    24. 24. Idea #3: Data Marketing
    25. 25. Idea #3: Data MarketingEasy for you to get ahead 20% Dont measure Difficult to measure / Doesnt fill pipeline 59% 21% Measure © Anatalio Ubalde, 2012, www.gisplanning.com
    26. 26. Idea #3: Data Marketing On your marks, get set, go! You 41% Dont/difficult to measure/No pipeline 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%© Anatalio Ubalde, 2012, www.gisplanning.com
    27. 27. Idea #3: Data MarketingMoneyball economic development• Don’t measure activity, measure results.Measurement Baseball Economic DevelopmentNo Measurement Hire player; never know if 20% not measuring he shows up to the gameActivity measurement Pay player to bat. Awareness, perception, contactSuccess measurement On-base-percentage Qualified leads, visits, online research (must be related to investment), RFPs, inbound contacts © Anatalio Ubalde, 2012, www.gisplanning.com
    28. 28. Idea #3: Data Marketing © Anatalio Ubalde, 2012, www.gisplanning.com
    29. 29. Idea #3 DO DATA MARKETING (Part B)• use data to make your marketing successful.
    30. 30. message action insight advantage discern awareness understand engage messageaction insight advantage discern awareness understand engage message actioninsight advantage discern awareness understand engage message action insightadvantage discern awareness understand engage message action insight advantagediscern awareness understand engage message action insight advantage discernawareness understand engage message action insight advantage discern awarenessunderstand engage message action insight advantage discern awareness understandengage message action insight advantage discern awareness understand engagemessage action insight advantage discern awareness understand engage messageaction insight advantage discern awareness understand engage message actioninsight advantage discern awareness understand engage message action insightadvantage discern awareness understand engage message action insight advantagediscern awareness understand engage message action insight advantage discernawareness understand engage message action insight advantage discern awarenessunderstand engage message action insight advantage discern awareness understandengage message action insight advantage discern awareness understand engagemessage action insight advantage discern awareness understand engage messageaction insight advantage discern awareness understand engage message actioninsight advantage discern awareness understand engage message action insightadvantage discern awareness understand engage message action insight advantagediscern awareness understand engage message action insight advantage discernawareness understand engage
    31. 31. Idea #3: Data Marketing3 Economic Development Examples1. Data to find the right prospects2. Data to understand your prospects3. Marketing Data to get prospects
    32. 32. Idea #3: Data Marketing1. Data to find the right prospects
    33. 33. Idea #3: Data Marketing2. Data to understand your prospectsConfidential ConfidentialHow valuable would it be to know what yourprospects want, if you have it, and what toprovide if you don’t?
    34. 34. Idea #3: Data Marketing3. Marketing Data to get prospects try examples at http://www.gisplanning.com
    35. 35. Idea #4 AN INFOGRAPHIC IS WORTH A THOUSAND DATA POINTS • Presents information in an engaging and easy-to-understand format (take a lesson from USA Today) • Provides valuable content that can easily be shared
    36. 36. How ED Groups Present Data COVERED EMPLOYMENT BY MAJOR INDUSTRY ANNUAL AVERAGE 2011 Metro Denver & Northern Colorado Metro Denver Northern ColoradoIndustry Description Adams Arapahoe Boulder Broomfield Denver Douglas Jefferson Metro Total Larimer Weld N. CO TotalPrivate Sector Agriculture 966 75 389 N/A 128 105 335 ** 627 3,448 4,075 Mining 352 1,338 251 16 6,977 330 404 9,668 333 4,116 4,449 Utilities 596 169 235 N/A 1,799 ** 855 ** 241 275 516 Construction 13,799 13,361 3,783 1,136 13,694 5,984 10,532 62,289 7,102 6,392 13,494 Manufacturing 11,472 7,346 15,920 4,779 18,790 2,222 17,314 77,843 10,947 11,201 22,148 Wholesale trade 13,388 13,193 5,088 1,351 24,492 3,254 6,604 67,370 2,989 3,605 6,594 Retail trade 16,867 30,075 15,582 5,066 26,365 15,197 28,261 137,413 16,816 7,849 24,665 Transportation & warehousing 12,879 2,882 1,166 85 20,906 716 2,283 40,917 2,083 2,500 4,583 Information 2,462 18,579 8,657 2,869 12,606 4,776 3,580 53,529 2,504 773 3,277 Finance & insurance 2,741 24,707 4,751 872 23,674 5,551 7,434 69,730 3,185 2,897 6,082 Real estate, rental & leasing 2,555 5,552 2,082 438 9,845 1,026 3,449 24,947 2,138 936 3,074 Professional & technical services 5,039 25,939 22,185 4,306 38,398 9,071 19,918 124,856 8,893 2,031 10,924 Management of companies 1,272 6,487 939 1,940 9,568 2,351 2,678 25,235 557 1,340 1,897 Administrative & waste services 10,103 23,975 6,492 825 32,006 4,138 11,164 88,703 8,204 4,177 12,381 Educational services 1,493 3,690 1,922 342 9,976 1,552 2,761 21,736 1,207 361 1,568 Health care & social assistance 14,888 33,024 18,314 1,412 44,273 7,987 23,965 143,863 16,884 8,049 24,933 Arts, entertainment & recreation 932 3,463 2,775 270 7,246 3,143 2,590 20,419 1,967 767 2,734 Accommodation & food services 12,272 21,323 14,977 2,921 41,474 9,888 19,863 122,718 14,788 5,995 20,783 Other services 4,657 7,634 4,430 576 14,404 2,867 6,296 40,864 3,568 1,764 5,332 Non-classifiable 2 10 8 ** 33 20 9 ** 27 6 33Government 26,076 34,880 26,189 ** 66,111 10,849 34,705 ** 23,746 13,634 37,380
    37. 37. How We Should Present Data
    38. 38. The RNC Comes to Tampa Bay
    39. 39. The RNC Comes to Tampa Bay
    40. 40. The RNC Comes to Tampa Bay
    41. 41. THREE REASONS TO USE INFOGRAPHICS1. Presents information in an engaging and easy-to-digest format2. Shareable3. Cool, fun & entertaining
    42. 42. Idea #5 Unmask Your Website Visitors • Standard analytics measure quantity – not quality of web traffic • Know who visits your website: • Close gap between web visit and inquiry • Tailor your content • Be smarter with your marketing dollars
    43. 43. Idea #6 No, seriously. I don’t want to share. Get your own marketing idea.
    44. 44. Idea #6: Get your own ideaThe best idea you can steal is your own • If you really want to innovate in economic development marketing then the best idea you can steal is your own. So my second idea is “Get your own idea”. © Anatalio Ubalde, 2012, www.gisplanning.com
    45. 45. Idea #6: Get your own idea Maslow’s Hierarchy of Needs Self-actualization – personal growth and fulfillment Esteem needs – achievement, status, responsibility, reputatio n Belongingness and Love needs – family, affection, relationships, work group, etc. Safety needs – protection, security, order, law, limits, stability, etc. Biological and Physiological needs – basic life needs – food, drink, shelter, warmth, sex, sleep, etc.
    46. 46. Idea #6: Get your own ideaAnatalio’s hierarchy of ED marketing needs Innovation: Inventing the future You You Actual Best Practices: [insert photos] Cutting edge marketing that works now; used be elite E.D. marketers Traditional EDpro “Best” practices: Doing what others in the profession says is good economic development (tradition) Do something: focusing on the things you are New-ish Edpro doing better without understanding best (2 years) New EDpro practices Do anything: I’ve got to do anything to say I’m doing marketing (Ineffective but you can show it to your bosses) © Anatalio Ubalde, 2012, www.gisplanning.com
    47. 47. Idea #6: Get your own ideaRadical innovation changes our professionInnovator “Best” Practice Radical ideaDCI Advertise. Reach and Don’t advertise. Third party Frequency. endorsement through media placement is what matters.Whittaker Associates Target industries Use math to target likely businesses.GIS Planning Hoard (broker) information Give valuable data away so so businesses will come to businesses will convince you and you will convince themselves to invest them.Littleton, CO Recruit businesses. Use Grow businesses. No incentives. incentives.Richard Florida Focus on businesses Focus on creative professionalsRebecca Ryan Focus: Today’s leaders. Focus: Tomorrow’s leaders. Job first. Location second. Location first. Job second.
    48. 48. Idea #6: Get your own ideaIn praise of heretics All their ideas were considered heresy at the time. Now all are recognized as model practices that continue to push the cutting edge.
    49. 49. Idea #6: Get your own ideaYou won’t be popular at 1st, 2nd, or 3rd… “First they ignore you, then they laugh at you, then they fight you, then you win.” - Mahatma Gandhi
    50. 50. Idea #6: Get your own idea New Ideas
    51. 51. Idea #6: Get your own idea How are you going to stand out?• There’s a lot of competition out there.• This is really hard, so most people won’t do it. That’s your opportunity.• You are the marketing solution you’ve been waiting for.
    52. 52. I pity the fool that doesn’t take the A-Team’s Economic Development Marketing Advice. Thank you…Andy Levine Anya Codack Anatalio Ubaldeandy.levine@aboutdci.com Email ubalde@gisplanning.com
    53. 53. Thank you…Andy Levine Anya Codack Anatalio Ubaldeandy.levine@aboutdci.com acodack@yfactor.com ubalde@gisplanning.com

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