October 1999, Volume: 2 Issue: e/9

~~~Cumulative ... Learning to be a superb marketer is a cumulative process. Each new piece of information gives insight and raises increasingly tougher questions, sharpening instincts and improving judgement ... the leading edge of marketing where decisions are made and defended quickly. Start today. Invest in a new book on marketing or sales.

~~~"Oh #@&!%" ... is a typical response when we get a long list of questions from a consultant asking for information for a client's site selection. We are gathering copies of these project questionnaires for research. Do you have a recent inquiry on hand? Send us a copy. All participants will receive detailed reports on the research findings. Thanks to those who responded earlier.

~~~Related  ...  AEDC and CUED are involved in a joint project to create a comprehensive structure for organizing community data (Data Standards Task Force). The work is based in part on data requirements of site selection consultants. The anticipated data tables will be useful for strategic planning, community assessments, comparisons, as well as responding to inquiries. Watch for results early next year. Source: George Harben, SC, Mark Waterhouse, CT.

~~~Why REGISTER  ...

   "... current, applicable, organized, impactful!"

   "Fabulous tips!"

   "The instructor's (Eric Canada) excitement about and obvious knowledge of marketing makes this course valuable for any economic development practioner."

~~~Improved results ... by the numbers. "From 16 years' experience, I would say that of the ideas people unanimously agree are going to help improve sales, 25 percent will improve results, 50 percent will have no effect, and 25 percent actually hurt." The art of improved sales is to know the difference. Art Hammer, sales consultant, Selling Power, July/August 1999.

~~~Between the lines ... Heard at a recent conference: "Anderson Window is building a prototype facility in Cottage Grove, MN." Message: Anderson plans the same facility in other locations.

~~~Growing ... Blane, Canada Ltd.'s business retention software, Synchronist Version 2.1, is now operating in multiple locations in 19 different states. Plus, new statewide users mean the Synchronist System will be the statewide platform for business retention in four states.

~~~Speaking of reading references ... "Point, Click & Wow!! A Quick Guide to Brilliant Laptop Presentations," is among the best books we have found to help improve presentation development skills or spark fresh ideas. Loaded with case studies and examples, the book is an excellent resource for anyone who has to present an idea or sell a concept. Claudyne Wilder and David Fine, Pfeiffer and Company, 1996. (606.647.3030)

~~~Tools of the trade ... Using projection equipment to deliver a message? Then, invest $20 in a laser pointer and learn how to use it. A laser pointer allows the presenter to direct the attention of audience members to essential information supporting the presentation. A laser pointer is particularly useful with tables, graphs, and charts.

~~~Opposition rising ... from the west, Hawaii to be exact. Everyone knows about the NIMBYs and the CAVE people. Well, watch out for the next wave of agginers... BANANAs "Build Absolutely Nothing Anywhere Near Anything." Bob Johnson, NJ.

~~~Simply put ... development marketing materials, created by consumer marketers with little or no development experience, rely on design, color, and self-talk. This is not an effective combination for marketing. If the only form of evaluation is design, color, and self-aggrandizement, it really doesn't matter what is committed to paper. The evaluation is totally subjective, and any opinion will do as long as it is consistent with what leadership "likes."

~~~Budgeting ... It's that time of year again. Step up to the leading edge in business retention. Consider putting the Synchronist Business Information System^® software in your 2000 budget. Info 630.462.9222.

~~~Most ... of the technological aspects of industrial development have revolved around buildings getting taller. That includes the addition of more sophisticated sprinkler systems, heavier computer usage, radio frequency distribution, and computer sorting systems. Today, 30 foot clear span is considered a ceiling minimum, heavier electrical wiring is a must, while narrower aisles reduce the structure's footprint. Source: "Chicago Tribune," Michael Cushing, Industrial Development International, Inc.

~~~E-mail list woes ... e-mail address lists, unlike phone numbers, have no automatic forwarding. When someone on the list changes jobs or moves, communications are cut off. In case there is a chance you will move or change e-mail addresses, it is wise to maintain an updated list of "important" e-mail addresses to avoid being left out of important communications.

~~~Drop what? ... "Drop your trousers here for best results" was written on a sign outside of a Bangkok dry cleaner and also one of the humorous mistranslations found at http://www.quoteland.com. Source: http://www.accessmagazine.com, September 1999.

~~~Web site advice ... 1) Don't forget to update information frequently on your web page. Time sensitive information can reflect poorly on your organization. 2) Advertisements from contributing organizations can be an unnecessary and distracting addition to a web site. List contributors as an attached link or create a place for them at the end of the site. 3) Heavy prose is not helpful on a web site. Provide information in boxes, tables, and charts when possible.

~~~Training update ... Blane, Canada Ltd.'s Marketing - Sales - Retention training sessions are in high demand. If you are planning training/speaking for staff or an economic development group, we strongly recommend planning ahead as dates for 2000 are already filling in rapidly.

~~~Get noticed ... Sending a meeting notices via e-mail? If you want readers to pay attention, put the date of the meeting in the subject area of your message, e.g., Subject: October 30, Meeting.

~~~Editor preferences ... According to a survey of leading trade publication editors, most receive over 100 news releases in an average week. Two thirds indicate that less than half the releases are relevant. And nearly 75% of editors use less than half of those deemed relevant. Their specific problems:

       - Too promotional - 86% agreed

       - Lack technical content or technically inaccurate - 60% agreed

       - Inadequately supported by graphics - 64% agreed

       - Follow up phone calls are annoying and a waste of time - most

         editors agreed!

Source: Tactics! June 30, Prentis Hall, The Industrial Marketing Practitioner, http://www.practitioner.com

~~~Ticking ... Time is the amenity of the next century. How will you get (take) yours?

~~~Goal setting ... Many development professionals puzzle over goals about this time of year. Having read hundreds of marketing plans, a frequent failing we notice is holding back. Not taking risk limits potential. We aren't recommending betting the farm, i.e. the entire marketing budget. Take 5, 10, or 15% of the marketing budget (time and money) and experiment. Carl Adrian, IA uses the terminology "test marketing" to help board members understand the new approach. What are you test marketing?

~~~"Thanks for starting my day. Always superb. Tremendously refreshing." (re: Marketing Letter) Thanks Quote: June Wilmot, VA.