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"Economic Development Marketing Letter"
A Blane, Canada Ltd. Publication
Nationally Recognized Experts On Economic Development Marketing and Retention
October 2001, Volume 4, Issue e/10, ISBN 1527-5175 ~~~In the mail... this week we received a gift card from an EDO. No, it wasn't a bribe just to get in ED Marketing Letter. Albuquerque Economic Development Inc. is thanking the Gap Inc. for locating a facility in their community by encouraging people to shop the Gap. The gift card insures the recipient will make a purchase, and the odds are very good we will spend more than the amount of the gift. Site selection consultants will remember the gesture, plus corporate executives like EDO's who understand how they make money. It's not just about saving money. Very clever. Gary Tonjes, NM ~~~WHO are you?... We're surprised by the number of e-mails we receive without any identity other than the e-mail address. With all of the edc's, redc's, wedc's, and similar acronyms, how is someone to know who you are, what your organization is, etc.? Send yourself an e-mail. What info do you find? Is there a link to help the reader learn more...or are you trying to keep your identity a big secret? ~~~MAXIMIZE what you currently have... Experian, a mailing list provider, tells us more people are trying to evaluate accuracy and manage risk. If you've invested in a direct mail list, don't go out and buy another one simply because of extensive down sizing in many sectors. If necessary, have a staff member(s) call every one on the list to update your files. ~~~Danger zone... an economic downturn is analogous to the grief process for people: Denial, Anger, Bargaining, Depression, Acceptance. Working with this analogy, the time from late denial to early/mid anger is the most dangerous period for the development professional. During this period, it is easy to lose connection with the board and/or the business community. Pushing the wrong agenda (their perception) in the wrong stage (misreading) will be viewed by leaders as your inability to provide the required leadership. For this reason, past downturns have cost many economic development professionals their job. It's all perception, but their perception is your reality. Read the signs carefully. Source: Rick Weddle, AZ ~~~Getting desperate?... Forbes raises the question, "Is economic development getting desperate? Regions are now competing to land the most bankruptcies." The Forbes Outfront section, July 23rd, noted the Delaware federal bankruptcy court has historically handled 60% of all the big bankruptcy cases nationally. Now, the Southern District court in Texas has created an expedited process for complicated Chapter 11 filings. The move won 8% of filings over $210 million in 2000 compared to 2% in 1999. The Northern District of llinois and Southern District of New York are also looking to lure more deadbeats. Not to concede deadbeatdom to upstarts, Delaware courts are reportedly working on business retention. Source: Forbes 7/23/01 ~~~The physics of marketing... objects in motion tend to stay in motion. It is easier to keep something moving than to get it to move in the first place. If your marketing program is under pressure because of changing economic influences, don't stop. When the noise level (produced by other's marketing) subsides, it is easier to deliver your message. This is the time when smart marketers win mind share. ~~~So, the money's drying up... Can't market because someone took the budget away? Wrong! Marketing should never stop. Now is the time to be more aggressive. How? The form changes. If you still have a budget for copies, postage, an internet connection, and a phone, you've got everything you need. Be creative. ~~~The ONLY response... to coming in SECOND is: 1) Listen to what they liked in your community and why they selected the other community. 2) Express your disappointment with dignity. 3) Compliment the customer on their choice and wish them well. 4) Leave the door open. 5) Keep in touch. They won't reverse the decision. That's not the point. Let them know you want to be considered in the future. This is a long-term business. ~~~The all important reference... When hiring, employers are often reluctant to be candid about a former employee because of potential legal complications. So, try this idea we found in "Working Smart." Call references at home on a weekend or after hours. Ask them to return your call only if the applicant in question was outstanding. That way, you learn as much from references who don't call as from those who do. Source: Working Smart. ~~~Dateline Chicago (Sept 20-21)... Annual Synchronist Users' Forum... 32 participants from eight states with a good cross section of: local/regional/state, management/operators, new/old, staff driven/volunteer driven, edc/chamber/gov/utility, men/women, humor/focus. Users previewed Synchronist 2.8 which will be released in a few weeks. Major new features include "Assistance Referral Tracking" and a "Table View" feature that gives users direct access to their data for conducting keyword searches, generating custom letters, exporting information, etc. With referral tracking, it's possible to track issues, referrals to, and pending action, to stay on top of the all important follow-up. Quoting a long-term, sophisticated Synchronist user, "WOW!" Additionally, the new Synchronist Users' Web Site was unveiled. The password-protected site has down-loadable resources, tools, and a searchable Users' Discussion Board. ~~~Wondering... why all the junk in your web search engine? Most search engines automatically include the boolarian <or> in their search parameters. Consequently, lots of pieces and few hits. Try Google.com. It is the only search engine which does not automatically include the <or> statement eliminating a lot of junk. Steve Metzger, Chicago Public Library, IL ~~~BOEING arrived... in Chicago. Even though the Sept. 11th events have altered the company's immediate plans, this article is worth your reading or filing. The article appeared in the Site Selection magazine of Aug. 24: "Behind Boeing's Flight Plan: Why the Chicago Headquarters Move Is Just Part of the Story". "When Boeing Co. touches down in Chicago and opens its new headquarters ... the world's largest aerospace firm will teach corporate asset managers everywhere a valuable lesson: don't be afraid to leave home. Rather, base every real estate decision according to how your company is structuring itself for the future." http://c.moreover.com/click/here.pl?z23736425&z=76099 ~~~Keeping with the flight theme... Roger Austin of aviation engineering company, Crawford, Murphy, & Tilly, states that although we tend to think of most airports as commercial flight centers, in actuality over 73% of U.S. airports are non-commercial aviation facilities. As issues arise for larger airports, more and more businesses are relying on corporate aircraft. Are there opportunities you might pursue in anticipation of these changes? ~~~Managing change... is always of concern to business executives, especially when the changes are sudden or dramatic. Two ED organizations are trying to help their clients cope with these challenges and connect with one another. The Greater Richmond Partnership (VA) and the Jacksonville Area Chamber of Commerce (FL) have organized meetings to discuss risk management, financial impact of 9/11, economic trends and human resource implications. Sources: Greg Wingfield (VA) and Jerry Mallot (FL) ~~~Looking for a trained ED professional?... Post a job opening free of charge on the Economic Development Institute (EDI) website at the University of Oklahoma http://www.occe.ou.edu/edi/jobs). In addition to being listed on the website, an e-mail alert will be sent to the EDI distribution list, approximately 10,000 people working in ED. For info, contact Pamela Byers at EDI (405) 325-3891 or <pbyers@ou.edu> Another option is to contact the IEDC, International Economic Development Council, in Washington, DC. Amber Osborne of IEDC posts an Electronic Job Mart for members. Contact her at 202-223-7800 or Paul Kalomiris at <pkalomiris@iedconline.org> ~~~The key... to selling in the economic development arena: "Don't save me money. Help me make money."
Blane, Canada Ltd.
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