October 1998, Volume: 1, Issue: e/8         

~~~R/E priority in '99? If improving your retention/expansion program is a priority for next year, then check out Blane, Canada Ltd.'s "Synchronist Business Information System^®". The user friendly computer based retention software gathers, organizes, analyzes, and creates reports, dramatically increasing the value of a business retention program. Further information will be provided in a special edition of the Marketing Letter to be released early next week.

~~~Calling the turns ... as any of you who follow the stock market know, is more art than science. However, according to our economist and knowledgeable sources, economic developers should expect to see more projects go "on hold" as corporations reassess their positions in national and global markets. This increases the importance of the mid-game marketing strategy (after interest, before sale) and the relationship management systems.

~~~A power lead ... Follow-up a prospect's information package with e-mail. After discussing a client's needs and offering to send information, make sure you get their e-mail address. Send the info U.S. Mail or express mail as agreed. Then, the next morning, send an e-mail to let the prospect know the information was sent and restate your strongest selling point. This creates a secondary reminder encouraging the prospect to watch for your  information. Even if the prospect doesn't get the e-mail before the package arrives, it could help draw their attention back to your information. That's Power Leading, Blane, Canada Ltd. style.

~~~Turning away business ... a recent Kipplinger Letter reported companies in many different industries are turning away business because of labor shortages. It's a question worth asking key employers in your community.

~~~"Why ... did the engineer cross the road? To get a better job at National Semiconductor." Billboard employment wars. It's getting vicious out there.

~~~Sharpen your competitive edge ... In the 30's, Napoleon Hill championed the concept of the Mastermind Alliance and it's still valid today. Essentially, a Mastermind Alliance is a small group of peers willing to meet regularly to help each other achieve their individual goals. Kansas City Area Development Council, Economic Development Corporation of Utah, and Greater Phoenix Economic Council successfully collaborated in an informal Alliance to improve their individual program with great results.

~~~Expo Guide ... lists over 7,000 trade shows by state. A great marketer's resource for gathering information on industry niches. Interested in a specific industry? What about the possibility of drawing the industry's trade show (regional, national, or international) to your community. If your community or State has the resources, it can put you in front of industry executives. Flagstaff (AZ) is doing it in solar energy. Maryland did it with biotech. http://www.expoguide.com/shows/shows.html.

~~~ceoexpress.com ... is another excellent business-related web site to add to the metasearch sites covered in last month Marketing Letter. http://www.ceoexpress.com (Jerry Thomas, OH)

~~~Top notch resource ... "I really worked your book, 'Economic Development: Marketing for Results!' over -- underlines, post'em tabs, and notes everywhere. Very impressive!" (Joe Gibson, KY) If you are involved in economic development, you need this weapon in your arsenal. Blane, Canada Ltd. 630.462.9222.

~~~Tech tools ... that will be indispensable in the coming years: palmtop computers, voice recognition software, digital cameras, business decision software, digital copiers, intelligent telephones, computerless videoconferencing, and high-end projectors. "San Francisco Business Time" 9/25/98

~~~Exposed ... Entergy's recent Team City Texas Conference brochure featured standard speaker mug shots; except for one curious, darkened silhouette in the 8:30 time slot. Steve Ray finally admitted, "My parents were so negative that I never fully developed." But, in the end we learned, "The witness protection program is a valued benefit for Texas Department of Economic Development employees." Hats off to Steve Ray (Director Public Information, Texas DED) and Entergy for giving all of us a solid laugh.

···"When I was 28 I thought I had all the answers. Now, that I am older, I realize I don't have answers, just opinions, lots of opinions. And, in fact, what I seek are the right questions." Rick Smyre, Center for Communities of the Future.

~~~Flip side ... To put that another way, "Doubt is often the beginning of wisdom." So, asking the right questions is critical. Without the right questions, we will never gain new understanding. Quote: M. Scott Peck, The Road Less Traveled & Beyond, Simon & Schuster

~~~Communications style ... for today's teenager is writing over AOL's Instant Messenger with several friends while conferencing on the telephone with one or two more. But, watching them use these Internet tools leads me to believe there must be a way to use Instant Messanger or chat rooms in a business context. Anyone tried this yet? Firms like eShare (http://www.eshare.com), Business Evolution (http://www.businessevolution.com), and iChat (http://www.ichat.com) specialize in real-time interaction via Web site.

~~~"I enjoyed your (Eric's) presentation at Wisconsin Economic Development Association (WEDA). As usual, you made me think."  James Schneider, WI

~~~Got questions? "Harvesting Hometown Jobs: The New Small Town Guide to Economic Development." Topics covered include: Rethinking Economic Development; Community Visioning/Strategic Planning; Business Expansion and Retention; Recruiting; Attracting Tourists and Retirees; Managing Growth. National Center for Small Communities (NCSC), Washington, DC, $24.95 http://www.natat.org  202-624-3550.

~~~Share thoughts or observations about what makes you a more effective marketer ... send us a note at <ecanada@ix.netcom.com>