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December 2001, Volume 4, Issue e/12, ISBN 1527-5175

~~~We hope... it was Merry. We hope it is Happy, but most of all, we want it to be Safe. Take care of yourself during the balance of the holiday. Your family needs you. Your community needs you. Be safe. Best wishes!

~~~All that we ask... is a check payable to the charity of your choice. Every year we publish a dozen editions of the ED Marketing Letter. We ask nothing from you in return, except that you dig down and give something back. Based on your comments, we know the tips, tricks, ideas, and resources we publish are valuable to readers. We don't want your money. We want you to perform a random act of kindness or a random act of generosity - today! As you walk down the street today, observe. There are many opportunities to do something beyond what you normally do. This year, above all others, give more generously. Thank you, Nancy & Eric.

~~~BR&E findings... signal a turning point in the practice of retention and expansion programs. An ad hoc research group (Marie Pence, Cinergy/PSI - Indiana; Joe Reagan, Greater Louisville, Inc.; Brett Vassey, Virginia Department of Business Assistance; and, Nancy Blane and Eric Canada, Blane, Canada Ltd.) is just wrapping up a year-long research project on business retention programs: "Results and Outcomes." The findings are very significant and are being discussed among the research team. They signal a turning point in how development organizations construct and operate existing business programs. The first presentation will be made at BREI in Memphis (May 2002). Following the presentation of the findings, articles will be published in various professional journals and newsletters. They call into questions some past practices.

~~~Technology grant... for non-profit organizations. "A possible source of funding for future Synchronist users? The TechFoundation Grant Program will provide $200,000 to $500,000 in grants to Nonprofit Technology Assistance Providers (NTAPs) and other related organizations to implement technology projects within their local communities, or for the benefit of nonprofits/NTAPs. These grants will be awarded on a national basis through a competitive proposal process. The TechFoundation web site is http://www.techfoundation.org  Click on Nonprofits, go to Capital, and the grant program is on the menu to the right   Source: Jeff Ratcliff, MI, Synchronist software user.

~~~Contrary board?... We've had a number of calls and e-mails regarding this situation. It seems this problem has risen dramatically since Sept. 11. Some of you have shared newsletters and marketing plans you submitted to board members, trying to educate. One ED professional stated: "My board wonders why I'm not doing 'cold calls' on apparently any business anywhere that has a phone number." Internal marketing is as important as external marketing. Education is a "big" element of internal marketing.

~~~Surveys... We conduct them often for clients, as well as for our own research. Following the 9/11 tragedies, we asked a group of ED contacts across the country for their observations or actions.  ... Competing with 100 and now just a few, a community was preparing for the next meeting with an international prospect. Any action has now been postponed for one year. ... In another state, an announced relocation is continuing. ... A regional ED organization is trying to re-adjust the local attitude toward a "can do" orientation. ... One state is dealing with a 20% cut across the board affecting staff, programs, travel, etc. In others the impact is much more severe with major statewide budget deficits. ... A Florida region generates $3 billion in revenue from tourism and related employment is 40,000. How much will this be altered? ... Trucking is down, workforce hours reduced. What will be the effect on the local economy? ... Some have said the reliance on video conferencing will escalate rapidly, while cutting back on air travel. ... In the Chicago Tribune, we noticed an article on the limo drivers now making longer trips for corporate clients, even out of state. ... Reserve and National Guard call-ups have taken some key employees who could be on duty for a year. ... Decreased tourism results in decreased state and local revenues, affecting the general funds. The uncertainty of funding is preventing forward momentum. ... Cancellations and drops in trade shows attendance have resulted in some increased regional trade show attendance.

What does all of this mean? You're not alone. Keep a pulse on some of the companies which earlier showed signs of economic slow down. Start at home with affecting a positive change in attitude. Know more about your local businesses. Consider the "economic gardening" philosophy espoused by Chris Gibbons of Littleton, CO. Nurture the local assets. Cultivate. Focus on their survival. Like Mark Litten of Sandusky, OH says, "I've always held the belief that, 'it's easier to keep a good customer happy, than to try and find a new customer' ".

~~~Entrepreneurs are... by nature, home grown. Their networks are local (business, finance, marketing, learning) therefore, most are poor candidates for attraction marketing. The exception is the entrepreneur with the national/international market. These entrepreneurs are typically disconnected from their community by virtue of their business and may require the skilled workers or logistical resources found elsewhere to fuel their continued growth. These select entrepreneurial firms are an attraction opportunity if you can find them. Source: SEDC Annual Conference

~~~Are you taking the economic pulse... with people in a variety of industries? You can learn a lot. One contact who finances major equipment said he observed a slowdown in Jan. 2001. Although his prospects said they'd need to delay purchases/leases another six months, and he is experiencing a strong market right now, he feels the recession will continue through the end of 2002. Additionally, his office is in an HQ facility which has room for 120 tenants. By next month, they'll be down 25% in occupancy.

~~~New baggage... for junk mail. The direct mail conference in Chicago had sober direct mailers debating changes to insure the viability of the $528 billion direct mail industry in the wake of anthrax concerns. If direct mail is part of your marketing program, use common sense regarding clear source identification, selection of packing materials, and the size/shape of dimensional mailings. Even the cornstarch the printer used to keep the pages of that glossy new Q-life piece from sticking together can raise concerns. Chicago Tribune

~~~Do something nice... for the environment. Recycle those pesky printer cartridges for FREE! At some locations, the U.S. Post Office has display dispensers of postage-paid plastic envelopes to recycle your spent printer cartridges. Pick up a few, then just... Pop (it in the bag). Seal. Drop. It doesn't get much easier that this. Two Thumbs Up for this USPS service. If you don't have this at your Post Office, ask the Post Master to provide the service.

~~~Head-on... is the best way to address issues that have a negative connotation. Non-right-to-work is one of those issues. Many bemoan the label. Clay Walker, West Kentucky Corp., is doing something about it. Like most negative issues, a large element is education. Clay's article, "The Myth of Right-To-Work Laws," published in Area Development Magazine, June 2001, dispels the issue with facts. Facts presented in a clear, direct fashion. The magazine article was followed with a synopsis in their own print newsletter. A great one-two punch. Well done, Clay.

~~~Make history... not headlines. Source: A tee shirt.

~~~Call for help... came from an ED contact recently via e-mail. When we tried to follow up, there was no telephone number on the sig file of the e-mail. Our records showed a telephone number no longer in service. Directory assistance couldn't locate the organization. The local chamber of commerce is open only half of each day. We reverted back to the e-mail, waiting for his return communication with a telephone number. Would a prospect go through so many hoops to call you? Don't play hide and seek if you're serious about your job.

~~~Hunting & hiring... A contact called to share the misery of having gone through a nationwide search for an exec. Board members, local company executives, felt their HR people could handle the task and save the EDC the executive search fees.  From 80, they narrowed the list of candidates to three. After interviewing all three for two days, they decided none had the "fire in their belly" look they sought. Was that on the criteria check-off list? How would you impart this?

~~~Risk... The greatest risk is the risk not taken.

~~~Tired of being subjected... to those nasty computer viruses? Check to see if your e-mail service provider allows for "web mail." Most national ISP's now offer web mail allowing e-mail subscribers to read their mail on-line without downloading, like a Yahoo or Hotmail e-mail account. Since the mail is read on the ISP's web site, your computer isn't exposed to infections. Delete anything suspicious and then download your "pre-approved" mail.

~~~"Silence = Death" according to Larry Kramer, AIDS activist and marketing dramatist. True in AIDS, true in marketing.

~~~CED... Certified Economic Developer. An achievement. A recognition of excellence. At least 23 CEDs had/have use of Synchronist Business Retention Software developed by Blane, Canada Ltd. What do leaders of excellence know that you don't? Ask for the facts today!! Go to http://www.blanecanada.com/frameset_synchronist.html

~~~Inc. 500... 56% were launched from home. And yes, some are from small towns, e.g. Greenville, IN (pop 604), Dripping Springs, TX (pop. 1,100), Ringgold, GA (pop 1,920), Berlin, PA  (pop 2,115), Oakbrook Terrace, IL (pop 2,436), Glenwood, MN (pop 2,600), West Lebanon, NH (pop 3,784), Wayzata, MN (pop 4,088), Arcade, NY (pop. 4,184), and West Dundee, IL (pop. 4,347). Source: Inc. Magazine

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