Economic Development Re-Thinking - Presented by
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Re-Thinking
Economic Development
Marketing
Presented by:
About Me
– 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
Guillermo Mazier
Director,
Strategic Accounts, Atlas Advertising
guillermom@atlas-advertising.com
www.twitter.com/atlasad
@GuillermoMazier
#AskAtlas
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
“ If you wait until there is another case study in your industry, you will be too late.” Seth Godin Keynote Speaker Author of Permission Marketing
A Lesson From Flora, IL “All we want sa Prison.” https://www.youtube.com/watch?v=q5-d2WOgpfQ
Re-Thinking Economic
Development Marketing
2001 – The more you put on your website 2008 – Content is an 2010 – Mobile is more important than
the more conversations you have everyday action we ever thought
2011 – Conversations are king. High 2012 – Marketing Properties 2013 – We realized that we are missing
touch, High tech. drives 50% of conversations more deals that are out there
The Challenges of Economic
Development Marketing
Can we really convert Lack of accurate marketing data No standardized reporting
‘Marketing’ to ROI system
No real time marketing Pressure to show Our board wants more
dashboards big wins credit
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 companyHow 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 ContentMaking 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 DrivenRule #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/YearSource: 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
The ICE BUCKET CHALLENGE On Friday morning (Aug 29th 2014), the ALS Association announced that donations related to the ALS Ice Bucket Challenge — the social media-powered video challenge, where participants pour a bucket of ice water on their heads and dare others to donate — have topped $100 million in the past month. That’s a 3,500% increase from the $2.8 million that the ALS Association raised during the same time period last year. More than three million people have donated, the association says.
Rethinkcleveland.org
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“ Smartphones are reinventing the connection between companies and their customers. ” Rich Miner Partner, Google Ventures Co-Founder, Android
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, 2008 – Content is an 2010 – Mobile is more important than
the more conversations you have everyday action we ever thought
2011 – Conversations are king. High 2012 – Marketing Properties 2013 – We realized that we are missing
touch, High tech. drives 50% of conversations more deals that are out there“ You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new. ” Steve Jobs CEO, Apple
“ Either write something worth reading or do something worth writing about. ” Benjamin Franklin
Questions
Thank you! Contact information: 929 Broadway Denver, CO 80203 Contact: Guillermo Mazier t: 303.292.3300 x 232 Guillermom@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace
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