January 2000, Volume: 2, Issue: e/11

~~~Millennium challenge ... Challenge your Governor during the year 2000 to require every State agency, department, or commission to describe and list their work supporting/encouraging economic development. In an Illinois study years ago, we uncovered 11 agencies, 14 departments, and 21 commissions with direct ties to economic development. You might be surprised how many potential partners you have in State government.

~~~Spend some QUALITY time with family this year ... "Often people attempt to live their lives backwards; They try to have more money, in order to do more of what they want, so they will be happier. The way it actually works is the reverse. You must first be who you really are, then do what you need to do, in order to have what you want."  Source: Margaret Young

~~~Futurists ... are now beginning to speculate that the next big business cycle will be the bio cycle. Around 2040, the digital age will give way to the bio age. Source: Ken Atkins, NC

~~~"Single loop learning" ... is repeating the same task over and over again starting at the beginning each time. Break the single loop learning pattern and graduate to the next level (be a "double loop learner") by documenting (recording for future reference) the non-variable parts of the learned process. Refine documentation with each subsequent execution. Hmmm, so that's my problem. Thanks Ann. Ann Wollensak, IL

~~~Ahead of the curve ... In Creve Coeur, MO on the campus of the Monsanto Corporation, the Nidus Center for Scientific Enterprise is in the final stages of construction. The Nidus Center is a not-for-profit business incubator sponsored by Monsanto and dedicated to the commercial success of budding companies, especially those in the plants, biotech, and medical science businesses. Access to promising scientists and previewing emerging technology are part of Monsanto's motivation. They are not strictly philanthropic. St. Louis Post-Dispatch via Ed Crow, IL

~~~Virus check ... Using e-mail with prospects and clients? Make sure to have your hard drive scanned for viruses regularly. No one wants to get a call from a prospect or important client, "... by the way, do you know you have a virus on your computer?"

~~~Don't hide ... your insights and great ideas -- submit them to us for possible publication in a future issue of the Marketing Letter. Credit is always given. <ecanada@ix.netcom.com>

~~~Building blocks ... The 90's economy was shaped by infrastructure including: land, buildings, and labor. What building blocks should our communities put in place for the "00" economy? Gaining Competitive Advantage with Marketing, training workshop, Pacific Northwest Economic Development Council, July 1999

~~~By association ... The ability to sell is frequently not so much a how-to problem as it is a psychological one - a letting go of what we think about sales. When someone says sales, the majority view: No mother ever begged her daughter/son to pursue a career in sales. Fast talk, cheap suit. Used cars. One notch below a politician. Slick. Pest. Peddler. Huckster. Take your pick, the image of sales is not platinum. All of us carry this baggage, impacting our performance. Advice, let go of the psychology.

~~~Eye opener ... In setting up a new issue group on the "not so new" issue of a business retention program, Ann Galassi, Partnership of Southeast Texas, decided to invite the volunteers inside - the company employer's facility. The goal was to break the cycle of "meeting to meet" and stress the importance of getting out in the field. Three ^^^ for Ann.

~~~Knowledge ... is the ultimate replacement for capital. "It reduced the need for raw materials, labor, time, space, and capital. Knowledge becomes the central resource of the advanced economy." How is your organization leveraging its knowledge card? Quote: Alvin Toffler, "Power Shift," Bantam Books, 1990.

~~~Super Wal-Mart ... coming to town? Polish those creative writing skills and craft a grant application. Sources tell us that the manager of every NEW Wal-Mart Superstore has authority to make a one-time grant for economic development. Wal-Mart will not fund business attraction, but several EDC's are accessing funding to support business retention including acquisition of the Synchronist Business Information System^® 630.462.9222

~~~Watch for foil ... The September/October 1999 issue of "Brand Packaging" Magazine advertised high-impact custom holograms for eye catching packages. Hologram packaging does catch your eye, but makes it difficult to read who the company is or what product it represents. If the package detracts form the product, then the marketing potential of the packaging becomes ineffective.

~~~Want more bang ... from your agency: Ask for more options. And, be prepared, tip: (1) Make them feel they're part of the team. (2) Make sure they understand the core problem. (3) Provide lots of direction. (4) Be accessible. (5) Give solid feedback.

~~~Committee mediocrity ... occurs when a committee flounders or limps along waiting for someone (frequently staff) to push a project forward. Avoid this classic situation. Allow projects to go forward when a "champion," (an individual willing to personally commit to making the project a ringing success) steps forward. No champion, no project.

~~~The single most important feature of a Web site is to have a logically constructed site which allows the visitor to progress with ease through the information. The single most important feature of an economic development site seems to be the site/building database. Make sure that your buildings/sites are linked with major search engines so that when an industrial developer/broker scans the search engines, your site pops up.

~~~Perfecting ... As professionals, we are frequently called upon to introduce speakers. As a frequent speaker I have experienced good, bad, and just plain ugly introductions. The best introduction is almost always the most direct: a) why the topic is important; b) how the topic is important to the individuals in the room; c) why the speaker is qualified to address the topic and this audience. It is not useful to recount his/her life's work. Effective introduction skills are worth perfecting. Source: Cavett Robert, acclaimed speaker.

~~~Vested interest ... effectiveness. "This planning session was excellent. It was particularly valuable for our volunteers because you had no vested interest in their ultimate choice, only in effectiveness. You didn't push an agenda. You just pushed to make sure our volunteers were prepared to ask the right questions." Facilitation client, IL

~~~Frustrated customers ... will be delighted with new Web development allowing two-way customer communications, i.e. USA Global Link, Inc.; AT&T; and Webline. USA Global Link <http://www.instantcall.com>, recently signed a "Call Me" button, enter a message identifying their needs, and within minutes receive a phone call from a representative. The technology appeared about 18 months ago. Source: INSIDE 1to1 (e-mail marketing newsletter) 3 March 1999 <http://www.1to1.com>

~~~New program ... Georgia Tech's Center for Economic Development Services is conducting a new program: "Growing Your Own Industries: How Incubators and Entrepreneurial Development Can Be A Part of Your Community's Economic Expansion Strategy." February 16-17, 2000, Sea Palms Golf and Tennis Resort, St. Simons Island, GA. The cost for attending is $325.00. Contact Martha Schoonmaker at 404.894.0332 <martha.schoonmaker@edi.gatech.edu>

~~~Test of success ... We know that we are having an impact on economic development because competitors are buying our books and attending our courses. Learn the "best practices" of leading development marketers by purchasing Eric Canada's book "Economic Development: Marketing for Results" and the companion workbook, "Marketer's Planning Guide." 630.462.9222

~~~"As ... we enter the next century, we need to be mindful of the landscapes that produce the food we eat. And companies need to make sure that, in relocating to places where people can enjoy the wonders of nature, they don't destroy those wonders in the process."  Quote: William Cronon, Ph.D., University of Wisconsin, Madison, Fast Company Magazine, September 1999. Referred by Dennis Craighead, SC

THANK YOU for subscribing to the Economic Development Marketing Letter.  It is a privilege to include you among our growing community of subscribers. May you have a fabulously successful New Year! Wishing you continued success in 2000 from everyone at Blane, Canada Ltd.