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12 Ideas in Economic12 Ideas in Economic
DevelopmentDevelopment
Marketing that donMarketing that don ’t’t
work well anymorework well anymore
Presented byPresented by
Anatalio UbaldeAnatalio Ubalde
GIS PlanningGIS Planning
IEDC Professional DevelopmentIEDC Professional Development
Marketing & AttractionMarketing & Attraction
Baltimore, MarylandBaltimore, Maryland
November 13, 2006November 13, 2006

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1.1. A slogan can be part ofA slogan can be part of
a brand, but a slogan isa brand, but a slogan is
not a brand.not a brand.
In either case, economic developers canIn either case, economic developers can’t afford to’t afford to
create a brand using a slogan.create a brand using a slogan.

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2. VHS and CDROM2. VHS and CDROM

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2. VHS and CDROM2. VHS and CDROM
• Thinking about a CD ROM... for yourThinking about a CD ROM... for your
marketing tool kit? Think twice! Few sitemarketing tool kit? Think twice! Few site
selection consultants are willing toselection consultants are willing to
gamble the security of their computergamble the security of their computer
hard drive on curiosity. The "virus"hard drive on curiosity. The "virus"
penalty is just too great.penalty is just too great.
• Unsolicited information is not worth theUnsolicited information is not worth the
risk.risk.
Source: Blane, Canada Ltd.'s Marketing Letter; October 2004, Volume 7, Issue e10, ISBN 1527-5175

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3. Thick brochures3. Thick brochures

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3. Thick brochures –3. Thick brochures –
garbage can fullgarbage can full

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4. Golf4. Golf

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5. Advertising in Corporate5. Advertising in Corporate
Real Estate MagazinesReal Estate Magazines
"The frustration with advertising in the site"The frustration with advertising in the site
selection magazines is it's you [Economicselection magazines is it's you [Economic
Developers] advertising to everyone elseDevelopers] advertising to everyone else
[other Economic Developers] in this room,[other Economic Developers] in this room,
and not the people you want to reach."and not the people you want to reach."
Sharon Younger, Instructor Sharon Younger, Instructor
Younger AssociatesYounger Associates
Economic Development InstituteEconomic Development Institute
November 3, 2005November 3, 2005

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6. Hiding Information6. Hiding Information

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7. Leading with the building7. Leading with the building

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8. Marketing only to the big fish8. Marketing only to the big fish

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9. Marketing before you9. Marketing before you
are readyare ready

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10. Marketing In Space10. Marketing In Space
DonDon’t call us…we won’t tell you how’t call us…we won’t tell you how

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11. Costly Marketing,11. Costly Marketing,
Unclear ResultsUnclear Results
Don’t confuse
cost with value!

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OK, one more, because IOK, one more, because I
just canjust can’t make this stuff up’t make this stuff up
As seen at the Corenet GlobalAs seen at the Corenet Global
conference in Philadelphia atconference in Philadelphia at
the State of Missourithe State of Missouri
hospitality receptionhospitality reception

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As seen at the Missouri Hospitality Special EventAs seen at the Missouri Hospitality Special Event
Corenet, Philadelphia 2006Corenet, Philadelphia 2006
Band from Missouri
At event sponsored by State of Missouri

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As seen at the Missouri Hospitality Special EventAs seen at the Missouri Hospitality Special Event
Corenet, Philadelphia 2006Corenet, Philadelphia 2006

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10 ideas in ED Marketing that10 ideas in ED Marketing that
dondon’t work well anymore’t work well anymore
1.1. A slogan as a brandA slogan as a brand
2.2. VHS and CD ROMVHS and CD ROM
3.3. Thick brochuresThick brochures
4.4. GolfGolf
5.5. Advertising in corporate real estate magazinesAdvertising in corporate real estate magazines
6.6. Hiding informationHiding information
7.7. Leading with the site/buildingLeading with the site/building
8.8. Marketing only to the big fishMarketing only to the big fish
9.9. Marketing before you are ready (workforce, real estate,Marketing before you are ready (workforce, real estate,
infrastructure)infrastructure)
10.10. Marketing in space – Mass marketing that ends withMarketing in space – Mass marketing that ends with
“and we’re not going to tell you how to call us.”“and we’re not going to tell you how to call us.”
11.11. Costly marketing with unclear results (top ten bonus)Costly marketing with unclear results (top ten bonus)

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Thank you!Thank you!
Contact Anatalio UbaldeContact Anatalio Ubalde
ubalde@gisplanning.comubalde@gisplanning.com
(415) 294-4775(415) 294-4775
View the web site applicationsView the web site applications
www.gisplanning.comwww.gisplanning.com