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"Economic Development Marketing Letter"
A Blane, Canada Ltd. Publication
Nationally Recognized Experts On Economic Development Marketing and Retention
September
2000, Volume 3, Issue e/9
”Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. Customers pay for what is of use to them and gives them value. Nothing else constitutes quality.” Peter Drucker, Management Guru Virus check... Do it daily or weekly! We found out the hard way when a friend inadvertently sent us info with a virus, which aggressively changed file names quickly immobilizing programs. Although we frequently back-up all our data, this one cleaned out the e-mail address book and several other critical programs. Because it was caught early, it was not spread to our thousands of e-mail contacts. Heads up... for our European readers. WorldPort Communications (an Internet solutions provider) in Buffalo Grove, IL is expanding its presence in Europe. They have just purchased VIS-Able International AB (Internet solutions, hosting, and complex systems development) in Sweden and plan to spend $100 million to build computer centers throughout Europe. <http://www.dailyherald.com/business/main_story.asp?intid=3678599> Searching,
searching... During a Web search, a Web site is more like a reference book than
a textbook. It will be read using key words found in the index, not the table
of contents. An index transforms a book from a two-dimensional object into a
multi-dimensional tool. Web sites are designed around a two-dimensional table
of contents mind set. To deal with this, we are finding more web sites with a
search feature. If properly designed, this is part of the solution. If it only
lists pages with the key word, it might be part of the problem. Break the
two-dimensional design barrier by creating a powerful search feature. Source: Blane, Canada Ltd.’s “Advance
Marketing and Complex Sales” course. ”A flop... is only a flop if you stop.” Learn from your mistakes, and you will never regret taking that risk. Quote: Eric Canada, CUED Marketing Panel Marketing is... 80% art and 20% science. Artistic endeavors like marketing... are a matter of instinct. Instinct is neither purpose or method. Hone your instincts. Plus, tricks of the trade, only work for those who know the trade.” Investments - books, courses, and networking - in learning marketing can pay huge dividends. Secure e-mail... Want to keep your e-mail communications confidential? Use Hush Mail. This end-to-end security option allows your e-mail to be encrypted insuring it cannot be read by anyone other than the intended recipient. Both the sender and the recipient must subscribe. <http://www.hushmail.com> Increase quality... Documents that include photos, cartoons, or graphics often look great when the master is printed from your laser or inkjet printer. Yet, frequently when photocopied the graphics lose resolution. When printing masters, if your printer allows an adjustment of the “line screen,” select a setting that prints your graphics and grays with a dot that is visible to the eye, but not from arm’s length. Line screen basically determines how big the dots are for printing grays. This will make a cleaner photocopy. For example, on a HP Laserjet IIIp, in the print dialogue box, click “printer options,” select “graphics tab,” select “coarse” rather than “fine.” On an HP DeskJet, select print, properties, draft before executing the print job. Diane Alcorn, SpeakerNet News 7/30/99 Selling... In economic development, an estimated 65% of the prospects enter the process thinking they have a real estate problem. This means they don’t see all the dimensions of their assignment. Differentiate yourself with “process” knowledge. Leverage YOUR experience! “Advance Marketing and Complex Sales Course,” Blane, Canada Ltd. New resource... for economic developers at <http://www.CEDinfo.com>. The site offers business news, economic development news, an economic development calendar, book recommendations, legislative resources, job listings, and links to economic development associations. The site also has a large resource section with links to many sites of interest to economic developers. The site does require you to register; however, registration is FREE. - Jim Comerford ”Grow light” please... High tech companies are on almost every EDC’s target marketing list. Especially equipped incubators, business plan competitions, venture capital forums, venture capital funds, and coaching, are just a few of the programs designed to stimulate high tech entrepreneurship. A common gap in many markets - small and large - is solid, in-depth, specialized press coverage, print and electronic. Awareness and an on-going flow of information is critical to stimulating a nascent technology market. If your EDC is pushing high tech, get out the grow light. Success stories are the best motivator. Only mushrooms grow under a basket in the dark. News Resource... American City Business Journal’s web site presents a good cross section of 39 key 2nd and 3rd tier city newspapers. <http://www.amcity.com/dailyedition.html> Reference: Ed Crow, IL Fewer beans... Today’s CFOs are more like internal consultants than number crunchers. The activities they expect to be more critical to their success in eight years are: strategic planning 71%, financial and economic analysis 38%, customer and product profitability 35%, computer systems and operations 35%, process improvement 33%, mergers, acquisitions, and divestitures 26%, performance evaluation 26%, accounting systems and financial reporting 18%. Institute of Management Accountants Report, CFO Magazine 10/99 More not less... Given the CFO’s “economic user status” in the sales process and expanding functional responsibilities (see above), the CFOs’ role in site location should continue to be a critical one. How is the CFO covered in your marketing/sales plan? “Selling in an Economic Development Environment” is the only sales course designed for economic development professionals by economic development professionals. 630.462.9222 Edgy make way... for feng shui. The rapid rise in popularity of feng shui sets the stage for a battle for the title “word of the year.” Feng shui is the antithesis of life on the edge. Feng shui, an ancient Chinese art, has become a popular concept in interior design in Europe and the United States. Its central idea is that a life force, “chi”, flows through everyone and everything. If the layout and decor of a house or office is “auspicious”, the chi flows smoothly, bringing health and prosperity to those that live and work there. What does it have to do with marketing success? We are not sure but we suggest you clean your office. Source: BBC Online. <http://www.bbc.co.uk/makingsense/fengshui/index.shtml> Must READ!!! If you have not read the cover story from the 9/26/00 issue of Business 2.0 magazine, make an effort. The article “Future Shock 2” presents the future from 25 divergent perspectives. While not all pass the WOW or Gee Whiz tests, many are thought provoking and call into question some basic precepts behind economic development and business retention, in particular, e.g. “B-to-B e-commerce is not just going to pressure a few dozen big corporations; it’s going to extend across supply chains that collectively employ millions.” If you plan to be around for the next 10 years, you might want to start preparing with this article. CRM... Customer Relationship Management is one of the fastest growing technology applications in business today. CRM’s focus is on knowing the client - that’s what Synchronist Business Information System® is all about. This sophisticated software tool allows development professionals to strategically manage resources dedicated to existing companies in the community. Current users meet in Chicago Oct. 2-3 to see newest upgrade features and network. 630.462.9222 Eric & Nancy... “really appreciate receiving your Economic Development Marketing Letter. It gives me a national perspective and several thought provoking ideas every issue. Hopefully ...we can put Blane, Canada Ltd. to work for our interests soon.” Rex Richards, IN moving to new job in Sarasota, FL. Congrats, Rex! Relying on others... to ship your proposal overnight? Even though you have provided the contact, address, and telephone number, don’t assume that it was delivered. We had such an experience occur. When we contacted a very defensive regional courier manager, it hadn’t occurred to him to try the telephone number on the shipping form. The package arrived four days later! Follow through with all of your important communications. The ultimate responsibility is yours Vulture capitalists... are asking companies to relocate as a condition of funding in the Pacific Northwest, according to Melinda Anderson in Oregon. Have you had this problem? How is it being dealt with? Send us your comments: ecanada@ix.netcom.com
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