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Why Site Selectors Hate Your Marketing
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Guillermo MazierVice President, Strategic Accounts, Atlas AdvertisingEconomists, strategists, and digital marketing evangelists working together to create vital community brands that generate results. We believe that our work has a direct and indirect ROI for all of the communities with whom we work.Will CoxSenior Manager, Biggins Lacy Shapiro & CoSupporting companies with location and incentives strategies, and helping jurisdictions design and implement economic development incentives programs
Introductions
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Continue the Conversation • Follow us on Twitter: www.twitter.com/AtlasAd• Tweet questions using hashtag #ASKATLAS• Join High Performance Economic Development LinkedIn Group
• Download Website Redesign Checklist: http://offers.atlas-advertising.com/10-step-checklist
• View and share the slides with your colleagues (available now): www.slideshare.com/wright0405
View the slides, continue the dialogue
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Get the report: http://atlas-advertising.com/Home/Download-our-white-paper.aspx
Take the survey to participate: http://atlas-advertising.com/Community-Benchmarking-Study.aspx !
1 month to fill out survey
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BacktoBasics–TheSiteSelectorApproach} SiteSelectorsbringanaly0caltoolsto
comparesiteopportuni0es.} Decisionmodelsincorporateclient-
specificcriteriaandweigh0ngtoproducedata-drivenloca0onrankings.
} ReportscapturedinC-suitereadyreportsthathelpdocumentadecisionprocessandbuildconsensus.
} Thereisno“bestsite”foraprojectthereareonlysitesthatfitthecriteria…
CostFactors
Wages
U0lityPricing
TaxRegimes
Incen0vePrograms
LaborMarketIndicators
Talent
Availability
Compe00on
BusinessEnviron-mentFactors
RegulatoryPolicies
Infrastructure
DisasterRisk
Accessibility
QualityofLifeMeasures
CostofLiving
NeighborhoodQuality
PublicSchoolAchievement
CrimeRates
ExamplesofLoca8onalVariables
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} Aproject’sdrivers,andthusitschoiceofdes0na0on,willvarybybusinessneeds.
• Reduce costs • Achieve operational efficiencies • Access raw materials
Manufacturing
• Access pre-commercial research • Attract top-level science talent • Tap funding sources
R&D
• Acquire marketing & financial talent • Network with industry leaders • Link with global community
Office
• Lower cost labor • Minimal disaster risk • Excellent telecomm/power
Mission Critical
ThereIsNo“Best”Loca8on
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} Nowmorethanever–aprocessofelimina0on
§ DefineObjec0ves&DesignApproach
§ Eliminate“PoorestPerformers”§ Don’tmeetthesitecriteria
§ Didnotprovidethenecessarydata
§ SelecttheBestfromtheRest
§ DiveIntoMarket
§ Nego0ate
§ Choose7
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} QualityData=ConfidentDecisions
} DataAccessandPartnerships◦ StateBook� OnlineMarketplaceforsiteselec0onandEDOdatasharing◦ PewCharitableTrustsEconomicDevelopmentIni8a8ve� Suppor0ngincen0vetransparencyandaccountabilitytocommuni0esandtaxpayers
◦ SelectUSA◦ Easyaccessibilityandpromo8onofavailabledata� Usetheresourcesyouhavetopresenttheposi0veandshowchangepercep0oninthenega0ve� BureauofLaborandSta0s0cs,ERI,etc.
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} Focusonwhatis“special”aboutthecommunity◦ Valueproposi0onsthataddresstheneedsofdecisionmakers
} Defineyouraudience◦ Learnandgettoknowthestakeholderswhoaredoingprojectsorengagedinyourarea,regionorindustryfocus
} Directcontactwithindividualcompaniesanddecisionmakers
} AneyeandeartowardFDI
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} Directadver8singcampaigns◦ Industrypublica0onadver0sing◦ Television(EmpireStateDevelopmentandStartUPNY)◦ NontargetedEblastsL◦ Radio(FairfaxCounty)◦ …WhatisworkingSocialMedia(LinkedIn/Twi\er)
} Notclearlydefiningthetargetaudience◦ High-levelandgenericmessage◦ Engagementwithendusersandsiteselectorsnotfocusedontheregionorthetargetedindustryarea
} Familiariza8on(FAM)tours
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} Microtarge8ngtoindustryandregionalsiteselectorsandstakeholders
} Educa8onandpartnershipwithlocalstakeholdersincludingreal-estateprofessionalsandbusinesscommunity
} Promo8onofneworchangingincen8veprograms
} Debunkinggeographicpercep8ons
◦ Whatarethenega0veandorfalsepercep0onsofmycommunityandhowdoIchangethem?
} Promotetoolsforexis8ngbusinessexpansioninmarket
} ThoughSuland8melyresponsestoinforma8onrequests
◦ Informssiteselectorsonotherprojectopportuni0es
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Withthemajorityofexecu8vesandsiteselectorsvisi8nganEDO’swebsiteasthefirstpointofentry,effec8vemessagingismoreimportantthanever.} Bestprac8cesinclude:
1. ProvideComprehensiveContactInfo� Includeallrelevantstakeholdersphone,emailandpicture(forthepersonaltouch)alongwithgeographicorindustryspecializa0onsor
designa0ons� Contactformsandgeneralemailsareanonstarter
� Knowledgeablerecep0ononmainphonelines
2. KeepDemographicDataUp-to-Date� Thisshouldinclude3rdpartydataandanyindependentmarketanalysistoshowcaseyourcommunity
3. AccessibilitytoIncen0veInforma0on� Comprehensiveoverviewofstateandlocalincen0vesincluding:programsummary,eligibility,andpoten0alvaluewherepossible
4. HighlightKeyIndustries� Whatdoestheregiondobestandwhatisthedirec0onforthefuture
� Howdoyousetyourselfapartfromothercommuni0es
5. ShowcaseLeadingEmployers� Showwhatisalreadythrivinginthearea.Exis0ngindustryareyourbestcheerleaders…andprojectclosers
6. GISforAvailableSites� Informa0ononavailablesiteswithaGIScomponentsositeselectorscanvisualizeexactlywhereavailablepropertyfallsinanarea
7. NewstobeProudAbout� Framewhatisgoingonintheregionwithatleastapostamonthwithexternalnewsoutweighinginternalnews
8. ResponsivenessonMobileDevises� Amustformobilewebsitefunc0onality
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…notthePointofnoReturn
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} Comparisonstoestablishedcompe88vemarketsandloca8ons(e.g.costcomparisons)
} Searchabledatabaseofavailablebuildingsandsites} Demographicinforma8on(e.g.popula8on,income,agedistribu8on,educa8onala_ainment)
} Majoremployerlist} Educa8onalins8tu8oninforma8on(K-12andpost-secondary)} Mapsofthecommunity} Qualityoflifeinforma8on(e.g.costofliving,cultural/recrea8onalopportuni8es)
} Tes8monialsfromlocalcompanies
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} Websitebaseddataiscri8cal◦ Trend:EDOengagementmoving0llakerthescreeningphaseanddevelopmentofashortlistofcommuni0es
} Loca8oninforma8onanddataaggrega8onthrough3rdpartyproviders
} Moredetailedandcomplexcompara8vemodelingbetweenloca8onsandregions
} Con8nuedtrendtowardoversight,postperformancebasedincen8vesandawayfromdiscre8onarygrants
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} Targe8ngandpartnershipsbetweenEDOandsiteselec8onstakeholdersamongindustry
} Be_eroverallcoordina8onandcollabora8onwiththerealestatecommunity
} Importanceofspeedtomarketdrivingsitereadinessofavailableproper8es
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Na8onalGovernorsAssocia8onTrendsinStateEconomicDevelopment
} Focusontherela8onshipbetweenstatesandregions
} Emphasizingjobcrea8onfromwithin
} Strengtheningsupportforadvancedmanufacturing
} Crea8ngpartnershipstomeetindustriesdemandsfortalent
} Raisingexpecta8onsforuniversi8estobridgethegapbetweenresearchandcommercializa8on
} Increasingbusinessexportini8a8ves
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Economicdevelopmentmarke0ngisconstantlyshiking,andEDOsaregelngsavvier.They’reembracingtheevolvinglandscape,andadop0ngdigitalstrategiesthatmovetheneedlefortheirorganiza0ons.
Economicdevelopmentmarke0ngcanbelooselycategorizedintofiveac0ons:1. Definingtargetaudiences2. Deployingmarke0ngcampaignsandini0a0ves3. Gelngfoundonline4. Conver0ngdigitaltrafficintoqualifiedprospects5. Analyzingcampaignperformance
State of Economic Development Marketing
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The Agency Perspective: What’s Working
Strategy #1Disseminating important community information and engaging with target audiences/community advocates/location decision makers via social media. Example: Brenham ED LinkedIn group
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Examples: Amarillo Twitter feed, Henry County Facebook page
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Example: Atlas blog article that provides value (offers five free tools for a specific audience)
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Strategy #2Digital ads that differentiate, inspire, elicit action
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Strategy #3
Print ads that:• Do something
different/capture attention (some industry print publications can be a waste of money if generic or over promotional)• Tell a story without
cumbersome content• Drive digital
engagement (online conversions key in measuring campaign success)
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Strategy #4Websites that:• Are data driven• Have dedicated
resources for site selectors (incentives)• Provide a clear value
proposition that addresses the needs of decision makers• Offer a searchable
database of available sites and buildings, and provide data visualization tools that tell your “by the numbers” story
Contentth
ataddress
es
aneed,sel
lsthecom
munity
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EDOwebsitesarethepointofentry,somakethemyourbestdigitalasset
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Searchable database of available sites and buildings and data visualization tools
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Promotional Handouts: Location decision makers are bombarded with giveaways at tradeshows. Your logo and brand on a mug are the same as your competitor’s on a lanyard.
The Agency Perspective: What’s Not Working
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Print ads “Anywhere USA”: These concepts have either been done a hundred times, or there are no distinct community attributes present.
If the design and messaging could be for any community, in any part of the country, the ad is likely ineffective.
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1. Decide on your audience
2. Understand their drivers and needs
3. Understand who your comparison communities are
4. Do the research on yourself and the other communities
5. Find out the one or two unique elements of your community
DIY: Founda,on for Posi,oning
1. 2.
3. 4. 5.
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A business strategy is about deciding where to play and how to win.
-A.G Lafley, Former CEO Proctor and Gamble
The Future from an Agency Perspective
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What makes ED marketing great is what is NOT on the ad, website, or creative piece
What is not Working
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Whataretheques0onswecanask? Whatoffercanwe
usetoestablishcredibility?
Whatisyourposi0oning?
Whatservicesdoyouprovide?
Whatareyourchallenges?
Howdoyoupassleadson?
Whatareyourcommonques0ons?
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Thoughts from a Site Selector
• You are a service organization first• Know where you are in the site selection process• Answer the questions asked• Facilitate information flow• Provide support as necessary
• You are a sales organization last• Selling does no good if you are eliminated due to lack
of information
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Why Do Site Selectors Hate Your Marketing?
1. It’s not relevant2. It’s not different3. There is no substantive data4. They’ve seen it before5. It interrupts rather than invites
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Thank You!
Guillermo MazierVice President, Strategic Accounts, Atlas [email protected] x232
Will CoxSenior Manager, Biggins Lacy Shapiro & [email protected] 609-613-4266