Post on 13-Feb-2017
The Biggest Mistakes in Economic Development Marketing
(and How To Fix Them)...
6
Development Counsellors InternationalOctober 5, 2015
A Quick Word About DCI
From your perspective, what are some of the biggest mistakes in
ED marketing?
Swimming in a Sea of Sameness1
“Our workforce is terrific!”
“Once people move here, they never want to leave.”
“We’re number 1 in United Way giving per capita.”
“We have a microbrewery downtown!”
“We have an excellent quality of life.”
Target industries: IT, life sciences & advanced man.
“We’re at the crossroads of America.”
Swimming in a Sea of Sameness
The Fix
Rankings are great, but…
Fish Where the Others Are Not
Fish Where the Others Are Not
Fish Where the Others Are Not
Swimming in a Sea of Sameness
The Fix
Answer Two Questions:
What makes your community different?
Why should your target audience care?
Failure to Connect with Existing Investors2
Q:What are the three leading
sources of information influencing your perceptions of an area’s
business climate?
Leading Sources of Information
Dialogue with industry peersNewspapers and magazines
Business travelMeetings with ED groups
Rankings / surveysOnline sourcesWord of mouthPersonal travel
OtherTV and radio
AdvertisingDirect mail
Social media
0% 10% 20% 30% 40% 50% 60%
55%44%
37%31%
24%
Failure to Connect with Existing Investors
The Fix
Look for Every Opportunity to Connect with your Corporate Community:
BRE visitsCommunity events LinkedInOne-on-one meetings
Designing Your Website as an Information Only Resource3
What usually happens?
What usually happens?
What usually happens?
Designing Your Website as an Information-Only Site
The Fix
The ED Website of the Future Will Be a Lead Generation Engine
Does it meet your audience where they are?
Tailor the Contact Information(and make it easy to find!)
Viewing a New Logo/Tagline as a Silver Bullet
4
The strength to be there
A good place to sit and eat
We make it better
Just do it
What happens in Vegas, stays in Vegas
Life Elevated
Some Cautionary Tales…
Viewing a New Logo/Tagline as a Silver Bullet
The Fix
Be a voice of reason with politicians
bitten by the branding bug
Viewing a New Logo/Tagline as a Silver Bullet
The Fix
“The calf rarely brands itself”
Viewing a New Logo/Tagline as a Silver Bullet
The Fix
Perfect the art of storytelling
Viewing a Logo/Tagline as a Silver Bullet
The Fix
Turn to Credible Third Parties To Tell Your Story• News Media• Industry Experts• Corporate Executives in Your Community
What Others Say About Your Community is More Important Than What You Say About Yourself
Shouting Rather Than Engaging5
The best part of waking up is Folger’s (or Starbucks) in your cupLeggo my
Eggo!
“If I can’t meet or beat any bonafide deal, I’ll give you the car!”
“O-O-O-O’Reilly’s…Auto Parts. Whoa!”
Let’s Make America Great Again
Site Selection Consultants
BRE Suspects
“New incentive deal creates 25 jobs”
Chamber members
“Lions Club Breakfast this Monday”
New Business Prospects
Board of Directors
“We’re the No. 1 City……for singles in their 20s in the food industry per capita in communities under 150,000!”
Shouting Rather Than Engaging
The Fix
Shouting Rather Than Engaging
The Fix
Telling Your Story via Digital Ambassadors…
159 active agentsAverage age: 37
Reach: 145,000Have shared 7,350 links; 37,475 visits
to website
Hi Susan, Metro Denver has been all over national media lately for its booming economy and job market. Just earlier this week The Wall Street Journal featured Denver for its ability to lure millennials. Today, Forbes became yet another publication to showcase the impressive nature of Denver’s economy, highlighting the success of luring business and jobs to the region. The magazine ranked Denver as the best place in the nation for business and careers, an honor the Metro region has never received before. The Mile High City topped the list “for its diverse economy, highly educated labor force and outdoor lifestyle.” We are proud of Metro Denver’s booming economy and the coverage that it is rightly attracting; will you help us spread the word with your digital networks? Thank you!
SHARE NOW Here's what will be shared on your networks:
Forbes: Metro Denver leads the nation in business & careers Forbes ranks Metro Denver #1 for business & careers in its annual ranking of the 200 largest metro areas
.@Forbes says Metro Denver is 2015's best place for business & careers
Forbes: Metro Denver leads the nation in business & careers Forbes ranks Denver #1 for business & careers in annual ranking of the 200 largest metro areas
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Don't Post This Time.
Measurement Malfunction6
Measurement Malfunction
The Fix
Before you begin, determine what you are going to measure.
Website Traffic• % increase from previous
month and YTD• % increase of call-to-
action • Traffic Sources • Top Pages • Top Blogs
Create a Dashboard
Relationships
# of New Meetings % increase of engagement on
social networks % increase of blog comments % increase on e-mail
Media Relations Ad equivalency Impressions Key Messages and Sentiment
Measurement Malfunction
The Fix
Present metrics in a digestible, easy to read
manner.
Measurement Malfunction
The Fix
Ask your stakeholders what they want you to
measure.
Measurement Malfunction
The Fix
Measurement Malfunction
The Fix
Measurement Malfunction
The Fix
Summing It Up: 6 Marketing Mistakes to Avoid
1. Swimming in a Sea of Sameness
2. Failure to Connect with Existing Investors
3. Designing Your Website as an Information Only Resource
4. Viewing a New Logo/Tagline as a Silver Bullet
5. Shouting Rather Than Engaging
6. Measurement Malfunction
Thank You! We’d Love to Connect
Julie CurtinExecutive VP/Partner
julie.curtin@aboutdci.com303-627-0272
@marketingplaces
Steve DuncanDirector, Lead Generation
steve.duncan@aboutdci.com303-455-9464
@LeadGenSteve