Marketing to Site Selectors

January 9, 2012

Today’s GoalsShare what we’ve learned in working directly with site selectors, the companies they represent, and the EDOs who are trying to market to them

About Ady Voltedge

Some of Our Clients

Communicating with Site Selectors

Inbound: Site Selector Mindset

• Client not EDO• Sound recommendation

with tight timeline • Big picture to mundane

details

Who Are These Guys?• Twenty-six are members of the Site Selectors

Who Are These Guys?• ~200 also regularly work on

site selection projects, perhaps not as the majority of their business

• ~2,000 are commercial realtors, lawyers, and others who do some site selection projects (“part-timers”)

• Companies themselves

Inbound: Site Selection Process Step Interaction

with EDO Implication to EDO

1. Company objectives. None Consider key reasons for relocating.

2. Countries and Multiple States

None Regional, state, MSA connections.

3. States and/or Regions within a State

Website Have to find your website via search terms; must have first-pass information (community profile) and second pass information (by TI).

4. Short List On-Site Visit Responsiveness, understanding the prospect, differentiating, mitigating weaknesses.

5. Final Recommendation Personal Contact

Follow-through, documentation, ongoing contact through relocation.

How Do They Like to Be Reached?

… it depends

How Do They NOT Like to Be Reached?• One community at a time• As part of communications that go to multiple

stakeholders • Without a clear message• Without organized information delivered in a

time-effective manner• Without knowing who you are or what region

you represent

Lessons for Inbound Communications• Be prepared. • Do your research.• Respond promptly. • Stick to the schedule.• Stop talking. Listen.

Value of Outbound Communications

Personal Visits• Larger region more impactful, limit to 2-3 people• Research the site selector, industries, specialties, etc.• Present a structured overview of your region• Offer to bring in lunch• Offer to pay for consultants’ time• Leave-behinds

Email or Print Newsletters

Direct Marketing

Advertising

Websites

Website Must-Have Elements

• Contact info• Location• Properties• Maps• Data

• Incentives• Resources • Target industries• “Local” News• Positioning

Questions?

Janet L. AdyAdy Voltedge 608.663.9218jady@adyvoltedge.com

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