July 1999, Volume: 2, Issue: e/6         

~~~Perspective makes a HUGE difference ... For example, when selling in economic development, if one is thinking product (a typical orientation in economic development) the result is a "cost" focus, i.e. "low cost option." But, if one is thinking about the company's strategic choice, focus shifts to added value.  This is a substantially better sales "positioning" strategy with the prospective buyer than "low cost."

~~~Thanks ... "I just wanted to say thank you for your article "Zen in the Art of Targeting" which I read in a recent CALED publication. Your concept of target audience profiling has shifted my thinking 180 degrees." Greg Timpany, CA

~~~Thanks ... "I just wanted to say thank you for your article "Zen in the Art of Targeting" which I read in a recent CALED publication. Your concept of target audience profiling has shifted my thinking 180 degrees." Greg Timpany, CA

~~~Good News Flagstaff ... In the wake of losing about 375 jobs, GFEC wanted to focus on the positive. Six companies were invited to talk about recent and planned expansions. At a sold-out gathering of community leaders (some were turned away because of space limitations), four companies representing over 1,000 new jobs recently created or planned told their stories. The newspaper published an editorial, "Good News Outweighs Bad." Well done, Cameron. Source: Cameron Moore, AZ

~~~Current data ... is critical for corporate location decisions. Many times we have cautioned against relying on old Census data, begging the question, if not Census data, what source can we use in economic development? The real estate community, especially companies serving the retail market, use one of three major data source companies. According to our retail/commercial real estate expert, Valerie Kretchmer, "All are about the same for straight population and income estimates. Each offers a wide range of reports and specialty reports depending on the needs." From our perspective as marketers, all are recognized, credible sources providing valid demographic estimates. Source: Valerie Kretchmer

  Nat'l Decision Systems, 5375 Mira Sorrento Place, San Diego, CA 92121,      800-866-6510.

  Claritas, 53 Brown Road, Ithaca, NY 14850, 800-234-5973

  CACI, 7777 Girard Avenue, La Jolla, CA 92037, 800-394-3690

~~~"There is no security in this life, only opportunity." Douglas MacArthur

~~~Your community's best companies ... are your competitor's best prospects! How do you protect your future? Use Synchronist Business Information System^®, an objective business retention program which maximizes the value of meeting with local executives and can place your organization in a leadership position. Developed by Blane, Canada Ltd. the survey/analytical software is performing in economic development offices in cities/regions in IL, MN, IA, OH, MI, NY, VA, SC, NC, KY, TX, MO, Ontario, and in the state of WA. An internal analytical component evaluates companies' responses and compares their levels of value, growth, risk, and satisfaction with other companies. Synchronist can generate 41 pre-programmed reports on portions or all of your list. It also allows you to import data currently on your database. This avoids duplicating effort while generating new strategic information valuable for short and long-term planning. Call, fax, or e-mail us for information! 630.462.9222, 630.462.9210, or ecanada@ix.netcom.com    

~~~"Love the newsletter. (Marketing Letter) I forward it to all our folks as required reading!" Mark James, OH 

~~~Keep it SHORT!! "Good writing commands attention. Don't make each article a treatise. Most people don't have the time to get involved in newsletters; they want information they can digest quickly. Get to the point of each article immediately with a strong lead. Each paragraph should offer solid information -- no fluff! Major articles should be between 400 and 500 words; those of lesser importance no more than 250." Remember, you are not writing for the Wall Street Journal. You write for the time impaired! Quote: Jeff Rubin (jeff@put-it-in-writing.com)

~~~Interest or commitment? ... "When you're interested in doing something, you do it only when it's convenient. When you are committed to something, you accept no excuses, only results." Kenneth Blanchard, author

~~~Thanks ... "I find your newsletter interesting and useful. I recently came across your book, 'Marketing for Results!'  I enjoyed the description of consumer marketing. I was beginning to think that I was nuts, not my advertising firm that wants to sell our product like it was beer."  Fred Morley, Nova Scotia, Canada

~~~WEB designs ... are diverse and offer many interesting features. When creating or reviewing yours, consider the view point of the individual trying to locate information on multiple sites. The use of too many graphics can compete with messages. Direct the viewer's focus by using bulleted lists or visuals that enhance the organization of the copy.

 

Links are important. Other sites can complement yours. Offer "explore these sites for additional information" but make sure that the reader can return to your site! Some hot links take the reader entirely out of your site without the ability to easily return.

 

Who are you? Be clear about this in your communications. Some sites assume the reader will know which Springfield they're in. Let's see, is it MA, IL, MO, OH, or PA? Make your location evident on the home page. Visitors may become impatient if it takes too long to decipher. 

~~~Good news, bad news ... Manufacturing orders climbed five of six months approaching year end '98. Yet, "manufacturing has been shedding jobs for 20 years," according to Gordon Richards, economist, National Association of Manufacturers. "Manufacturing grows as a function of productivity growth, rather than as a function of labor use." How is your community contributing to employer's productivity growth?

~~~The competition ... for local development involvement/investment is not other organizations -- it is indifference and ignorance. Internal marketing must precede external marketing. Source: "Economic Development: Marketing for Results!"

~~~A new bibliography on sustainable community development is available at http://comm-dev.org/sections/practice/biblio.htm Source: David Bruce, Director, Rural and Small Town Program, Mount Allison University, Sackville, NB, Canada