September 1999, Volume: 2 Issue: e/8

~~~"Raiders on the Storm"

      We're raiders on the storm

      At EDI we're born

      To Florida we'll flee

      with your companies.

      Because you do no retention

      we thought that we would mention

      that we're raiders on the storm.

Jim DeGennaro, FL Note: Composed on the New Jersey Turnpike during a 1991 sales mission. (with apologies to Jim Morrison and the Doors) Targeted? ... by other economic developers to entice businesses away? Be better prepared through market intelligence on your area's companies. Software with analytical interface, Synchronist Business Information System^®, helps organize and analyze relevant data ... all to help keep business investments local. Contact Blane, Canada Ltd. at 630-462-9222.

~~~Headline ..."New marketing leaves auto rebates in dust" The article describes auto manufacturer's effort to add features - a $1,000 video system, stronger warranties - to boost brand image and sales. "It is an attempt to really reposition the product by adding more content rather than weaken the product by discounting it." In economic development, the incentive game provided a short-term boost and left severe long-term consequences. Avoid the pitfalls. Build and sell value. Avoid discounting.

~~~Follow-up reply ... to our statement in the last newsletter: "Where is it written that, '... roughly 60% of the U.S. market is within 750 miles' is a meaningful statement for economic development materials? (Marketing Letter, 8/99) 

... "would it apply (be an appropriate reference) if it means that other distribution points are within a one-day truck delivery? G. Sharpe, NC

... "isn't proximity to market (population) a factor for distribution facilities, especially retail goods distribution?" D. Dougherty, IL

Yes, but in the site selection process, the company will consider the proximity/access to the retail outlets to be served by the center, not the population in general. The other factor the company will consider beyond current locations is their planned retail outlet growth or reorganization strategy. So, we are back to the original conclusion that the only industry interested in proximity to population is the retail outlet site selectors. But even for them, roof tops frequently are more important than people in the site selection consideration.

~~~Prospect's information request ... Have you received a long list of questions from a prospect (usually a consultant) asking for detailed information for a proposed project. We are gathering copies of these project question forms for use in our proposal and information resources research. All participants will receive detailed reports on the questions gathered.

~~~CAUTION ... Free isn't always free! During June of 1999, the Terms of Service at all Yahoo properties (such as GeoCities) were changed to say the following:

~~~See you there ... In addition to our ongoing client work, the following is a schedule of our current speaking engagements. Eric always looks forward to seeing old friends and meeting Marketing Letter readers ... Don't hesitate to say hi!

~~~Visual Aids ... If you stand to present and use visual aids: prospects are 43% more likely to be persuaded, prospects will be willing to pay 26% more for the same product or service, learning is improved up to 200%, retention is improved up to 38%, the time it takes to explain complex topics is reduced by 25% to 40%. So stand up. Source: Guerrilla Weekly

~~~Wisdom ... on a post 'em. "The quality of the joke is only as good as those who receive it." Just like you choose who hears the latest joke you picked up, we must choose who hears our marketing message and which message they get. The wrong audience or the wrong message produces the same result ... an awkward silence. Quote: Judge Kenisaw "Mountain" Landis; Post 'em: Brad Apland, IL

~~~Pushing ... into uncharted waters, the Wisconsin Economic Development Association's fall conference (9/22-24/99) focused on building consultative skills. Their purpose was not to train competitors for Blane, Canada Ltd. (thankfully). Session topics aimed to sharpen business consulting skills of development professionals working with entrepreneurs and local business executives, e.g. "Consulting Methodologies and Tools for Workforce Retention." Plus, such services can be new sources of revenue for ED organizations. "I was getting tired of collaborating with teams to help local companies solve problems recognizing I was the only one at the table not running the "meter" (getting paid)." Congratulations to WEDA for pushing the envelope. Quote: John Ramer, Fond du Lac, WI

~~~Sound advice ... "If you only listen to that which you agree with, how will you know where everybody's coming from?" Moria Gunn, NPR's Tech Nation host. Quote: Chicago Tribune

~~~Free annual reports! ... Go to this web site to gather annual reports for your files. <http://www.stocks-growth.com/growth.cfm>

~~~Business Migration Report ... Business Week's September 13th issue profiles the 1999 US Business Migration Report and Index of States released by the Brandow Company, Inc., tracking activity of 9.9 million private sector firms from 1996 to 1999. 16,278 firms active in 1996 relocated at the beginning of 1999. Further findings indicate that firms tend to migrate in higher numbers after their first three years of operation. Obtain a free copy of the full report at <www.brandow.com> Source: Brandow Company, Inc.

~~~"As a user ... I appreciate (and will always call first) the folks who give me the most information (at a web site particularly) for free.  I figure that they are confident enough in the value of their services that they don't have to rope-a-dope me with limited info much like my local used car salesman." Quote: Steven Hufendick, Reliastar Investment Research, <www.reliastar.com>, Minneapolis, MN. Source: Peter Pike, PikeNet Dispatch, 6/2/99

~~~Vision ... "Every vision is a joke until someone accomplishes it."  Goddard, inventor of the rocket

~~~"I always enjoy your newsletter, especially when I sometimes see things differently because it makes me ask why?  Keep those provocative comments coming." Quote, Larry Rosenstrauch, VA

~~~WHILE YOU'RE THINKING ABOUT IT ... forward this issue of Economic Development Marketing Letter right now to two of your friends in economic development. They'll thank you. So will we.

~~~8 steps ... to greater achievement. 1)DESIRE to exceed previous levels of accomplishment. 2)CRYSTALIZE thoughts, desires into a goal. 3)AVOID the comfort zone. Try something professionally scary. 4)ACT positively and confidently on a calculated risk. 5)APPRECIATE the contributions of others. 6)LEARN to communicate. 7)SOLVE problems without placing blame. 8)DON'T EVER QUIT. Philip VanHoover, Keynote Speaker, AEDC Annual Conference, Nashville, 6/98

~~~Question ... Is anyone aware of any U.S. patents related to economic development? If so, please send a note to" <ecanada@ix.netcom.com> Thanks.

~~~"When promoting your site, ... keep in mind that URL addresses are NOT case sensitive until after ".com," according to George Walther. "Your aim is to create an address that is both understandable and memorable." In the Web world, "arlingtontx.com" and "ArlingtonTX.com" are equal. Yet, in the world of marketing, "ArlingtonTX.com" is easier to recognize and understand. The actual site address is unchanged; but, how you print and promote the address makes a BIG difference.

Be direct ... in communicating what community/region you represent on your web site. Make the location

evident on the home page. Visitors become impatient if it takes too long to decipher where your community is located.

Speed is key ... in web site development. Consider the benefits of efficient navigation and speedy access when creating your site. Most viewers won't take the time to download software for animated graphics.