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We believe that traditional economic development marketing and attraction is undergoing a radical change, redirection and refocus. In this upcoming webinar we wanted to take the time to address these changes and talk about how economic development organizations like those of your members can take advantage of them.
Citation preview
Re-Thinking
Marketing Economic Development
Presented by:
Your Host
Guillermo Mazier Director,
Strategic Accounts, Atlas Advertising
[email protected] www.twitter.com/atlasad @GuillermoMazier
#AskAtlas
– Former economic developer and tourism marketer for the Costa Rican Investment and Trade Development Board
– Managed economic development and tourism campaign for Tortugero, CR
– Industry speaker, content strategy and digital marketing specialist
Presenting From Denver, CO Atlas Co-Working Space
About Atlas
1. Led more economic development marketing assignments than any other firm in the country in the last 10 years.
2. The ONLY full service agency that specializes in economic development marketing, brands and websites.
3. Has developed High Performance Economic Development Marketing, national marketing metrics that can prove ROI for marketing, branding and website efforts within economic development space.
View the slides, continue the dialogue
• Continue the Conversation: – Follow us on Twitter: www.twitter.com/AtlasAd
– Tweet questions using hashtag #ASKATLAS – Join High Performance Economic Development LinkedIn Group
• View and share the slides with your colleagues (available now):
www.slideshare.com/wright0405
Outline
1. Introductions
2. Re-Thinking Economic Development Marketing Context and Trends
3. The Challenge of Economic Development Marketing
4. 6 Simple Rules of Economic Development Marketing
5. Announcing ED 101 Winner
6. Wrap up/Questions
until there is another case study in your industry, you will be
If you wait
too late.
Seth Godin Keynote Speaker Author of Permission Marketing
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Re-Thinking Economic
Development Marketing
2001 – The more you put on your website the more conversations you have
2008 – Content is an everyday action
2010 – Mobile is more important than we ever thought
2011 – Conversations are king. High touch, High tech.
2013 – We realized that we are missing more deals that are out there
2012 – Marketing Properties drives 50% of conversations
No standardized reporting system
Pressure to show big wins
Our board wants more credit
Can we really convert ‘Marketing’ to ROI
No real time marketing dashboards
Lack of accurate marketing data
The Challenges of Economic
Development Marketing
6 Simple Rules (or reminders) of Economic Development Marketing
Rule #1: Making Yourself Known
ü I don’t know who you are ü I don’t know your community ü I don’t know your community's product ü I don’t know your EDO’s services ü I don’t know what your community stands for ü I don’t know the reputation of your organization ü I don’t know your sites ü I don’t know your buildings ü I don’t know your incentives ü I don’t know the total value you can�
add for my company
How to Make Yourself Known
Old ED Marketing (Tactics) New ED Marketing (Tactics) Direct Mail E-mail Seminars Webinars
Trade Shows Virtual Tours Print Ads Display & Banner Ads
In-Person Networking Events Social Networking Business Response Cards Landing Pages
TV Commercials YouTube Videos Radio Ads Podcasts Collateral Dynamic Content
Making Yourself Known is Changing
Old ED Marketing (Mentality) New ED Marketing (Mentality)
Mass Marketing Individualized Marketing
Interruptions Interactions
Creative Creative and Accountable
Individual Collaborative
Impact Driven Results Driven
Rule #2: Take the Competition Seriously
It’s tempting for a community to believe that their product or service is the best in the world. The reality of the situation is that companies have many different options for the same product. Companies and talent have the option to go wherever they want, and as a marketer, you must know your products inside and out. Similar community products have to be taken seriously, and your marketing is what helps you stand out.
20,000 EDO’s 750,000 Company Moves/Year
Source: 2014 Movable Ink survey
Top MSA Job Openings per 10,000
Rule #3: Be Honest and
Different With Your Marketing
As economic developers, we should start to think differently about marketing because we need our skills and vision to create prospect experiences that tell the story of our community’s true strengths. Being bold with our marketing is about getting deep into the minds of our prospects, key industries and workforce. And providing the strategy and the tactics to deliver on our marketing promise.
How to be bold in Economic Development Marketing
1. Try a new approach, test it and measure it
2. Leverage your industry’s differentiators
3. Tell your story in a way it hasn’t been told before
4. Maximize your marketing efficacy through technology (CMS, GIS, CRM)
5. Be transparent
The ICE BUCKET CHALLENGE
Rethinkcleveland.org
Rule #4: Develop a Purpose for
Your Marketing
• This definition by Peter Drucker is a simple sentence but profound in being the guiding purpose on the role of marketing. There are three major points, which serve as a compass for your EDO:
Understand your customer so well the product or
service fits and sells itself.
– Understand your customer so well: To gain a “so well” understanding of customers means the role of marketing is to research and gain deep – as well as profound – insights into buyers and customers.
– The product or service fits: A guiding purpose of marketing is to identify the specific goals and needs of customers and to guide the creation of products or services to fulfill them.
– And sells itself: Marketing must be able to communicate, as well as provide information, which enables buyers or customers to make informed decisions in such a way – it is self-evident.
Rule #4: Develop a Purpose for
Your Marketing
Is your purpose jobs?
Is your purpose capital investment?
Is your purpose awareness?
Is your purpose board satisfaction?
Is your purpose community engagement?
Is your purpose company education?
Is your purpose to win an IEDC Award?
Rule #5: Get Mobile or Fall Behind
The industry’s best marketers are putting mobile at the center of their company attraction and retention efforts. Branded content--from emails to white papers to videos to annual reports to infographics--should all be optimized for consumption on a mobile device, as there’s nearly a 50/50 chance that that’s just where they’ll be consumed.
Analytics from Atlas client website traffic July 2014
are reinventing the connection between companies and their customers.
Smartphones
Rich Miner Partner, Google Ventures Co-Founder, Android
“
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Rule #6: Spend money on things that
drive conversations with companies.
Numbers estimated from Atlas campaigns
Re-Thinking Economic
Development Marketing
2001 – The more you put on your website, the more conversations you have
2008 – Content is an everyday action
2010 – Mobile is more important than we ever thought
2011 – Conversations are king. High touch, High tech.
2013 – We realized that we are missing more deals that are out there
2012 – Marketing Properties drives 50% of conversations
Economic Development 101 – 2014 Winner
1. How to use metrics to lead and educate others in your community
2. How to use modern communications to engage stakeholders and prospects
Congratulations
Pasco County EDC
1) Take the survey to participate http://www.atlas-advertising.com/Economic-Development/HPED-Consulting/HPED-Consulting.aspx
Take the Atlas Benchmarking Challenge
2) Get the report: http://www.slideshare.net/wright0405/atlas-why-metrics-matter-2013
• Only 10 questions • Benchmark against your peers • Enter your organization for distinguished honors at IEDC’s 2014 conference • Over 350 EDO participants from around the country
and then try to give that to them. By the time you get it built, they’ll want something new.
You can’t just ask customers what they want
Steve Jobs CEO, Apple
“
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write something worth reading or do something worth writing about.
Either
Benjamin Franklin
“
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Questions
Thank you!
Contact information: 929 Broadway Denver, CO 80203 Contact: Guillermo Mazier t: 303.292.3300 x 232 [email protected] www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace
