Now What? Using Digital Marketing Solutions to Get Developers - - PowerPoint PPT Presentation
a division of MCS Advertising Youve Set Up a TIF District. Now What? Using Digital Marketing Solutions to Get Developers Attention Kara Garten account director If you build it, they will come they Field of Dreams,
a division of MCS Advertising
You’ve Set Up a TIF District.
Now What?
Using Digital Marketing Solutions to Get Developers’ Attention Kara Garten
account director
“If you build it, they will come…” they
“Field of Dreams,” Universal Studios, 1989
“If you build it, they will come…”
…not necessarily
What Are You Doing to Market Your Community?
Large or Small, Urban or Rural,
Communities Face Similar Challenges
How can we attract new businesses that will help stimulate our economy, enhance the lives of our residents, and expand
How do we promote
prospective developers and builders? How do we reach
locally, nationally, and globally — in a cost-efficient way? How do we get the word out about
doing business in
The Marketing (R)Evolution
TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Abs Virtual Worlds Widgets Twitter Mobile Apps Geolocation Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS & MMS IM Email Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/RSS Podcasts Contextual Wikis Social Networks Mobile Web Voice Marketing Mobile Email SMS & MMS IM Email Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing IM Email Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Events Direct Mail Telephone TV Radio Print Display Events Direct Mail Telephone
< 1990 1990s 1999 2000s 2014 >
The Marketing (R)Evolution
TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Abs Virtual Worlds Widgets Twitter Mobile Apps Geolocation Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS & MMS IM Email Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/RSS Podcasts Contextual Wikis Social Networks Mobile Web Voice Marketing Mobile Email SMS & MMS IM Email Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing IM Email Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Events Direct Mail Telephone TV Radio Print Display Events Direct Mail Telephone
< 1990 1990s 1999 2000s 2014 >
26 years and 38 methods later… …what worked in the ‘90s is not the same as what works today
What Has Not Changed
To make a difference, we have to serve companies and people directly.
What Has Not Changed
To make a difference, we have to serve companies and people directly. The way we start conversations has changed forever.
Economic Development Moves Offline to Online
Leveraging the Internet for Economic Development
“With the growth of the Internet as a site selection tool, today’s prospects often conduct the early stages of a search without contacting the communities they are considering. While that makes the process more efficient for both site seekers and economic development organizations, it also means that communities with lower quality web offerings may be missing opportunities without even realizing it.”
— Steve Stackhouse, Area Development
The Internet Can (and Should) Be Used to Help:
assets
interest in your community
initiate a conversation Identify Prospects Promote & Educate Pursue Leads Engage & Communicate … … … …
Marketing Essentials
Using Digital Marketing Solutions to Get Developers’ Attention
Economic Development Websites Email Marketing Campaigns Data Analytics
Economic Development Websites
Using Digital Marketing Solutions to Get Developers’ Attention
Create a Dedicated Economic Development Website
Personalized, informative, and visually appealing
Most Important Features of an Economic Development Website
Most Important Features of an Economic Development Website
> Available Properties (sites & buildings)
Available Properties
Available Properties
building material, parking, etc.
water/sewage, broadband/fiber optics, etc.
highway, rail, water, air, public transit, etc.
residential, etc.
abatements, façade programs, etc.
Most Important Features of an Economic Development Website
> Business Incentives
Business Incentives
Business Incentives
Don’t forget about statewide incentives
Illinois: www.illinois.gov/dceo/ExpandRelocate/Incentives
Most Important Features of an Economic Development Website
> Data
Data
Socioeconomic Data
Statistics
Expenditures
Data
Create a reference document (“RFI Cheat Sheet”), and/or set up detailed bookmarks in your web browser ESRI Business Analyst Online ($50/report) – Free Trial –
www.esri.com/software/BAO
Send me an email to get a copy of my cheat sheet kgarten@developmentdelivered.com
Most Important Features of an Economic Development Website
> Clear Contact Details
Clear Contact Details
Other Information
banks, healthcare facilities, entertainment)
Other Information
Marketing Magazines
– Print & Digital –
Economic Development Websites
Using Digital Marketing Solutions to Get Developers’ Attention
Data Analytics
Data Analytics
Optimizing prospect development and lead generation You can’t manage what you can’t measure. Your impact can be tracked and measured.
Website Data Analytics
The Internet provides some of the richest data available
Detailed reports inform you:
month, and over the lifespan of your site
page(s) were accessed
been accessed
Website Data Analytics
Know how your site is performing
Website Data Analytics
Know how your site is performing
Website Data Analytics
The Power of Lead Generation Software
Only 2% of website visitors will actually make contact with you. That means 98% of people are coming to your site, looking around, and leaving.
Website Data Analytics
The Power of Lead Generation Software
Only 2% of website visitors will actually make contact with you. That means 98% of people are coming to your site, looking around, and leaving. Lead generation software can identify who visits your website, and which areas they focused on, so that you can follow up with them accordingly.
Website Data Analytics
Find out who’s visiting your site and what they’re looking at
Website Data Analytics
Find out who’s visiting your site and what they’re looking at
Using Digital Marketing Solutions to Get Developers’ Attention
Economic Development Websites Email Marketing Campaigns Data Analytics
Email Marketing Campaigns
Using Digital Marketing Solutions to Get Developers’ Attention
Develop an Email Marketing Strategy
Outbound communication drives prospects to your site
Most Important Features of an Email Marketing Campaign
Most Important Features of an Email Marketing Campaign
…and doesn’t get caught by spam filters!
Most Important Features of an Email Marketing Campaign
Provides relevant content Includes a mix of text & images Drives readers to your website
Most Important Features of an Email Marketing Campaign
Keeps prospects engaged and nurtures relationships
Our Email Database Reaches Over 90,000 Decision-Makers
Email Marketing Campaigns
Using Digital Marketing Solutions to Get Developers’ Attention
Data Analytics
Email Data Analytics
The Internet provides some of the richest data available
Detailed reports inform you:
many times
selectors, residential developers, commercial, etc.)
Email Data Analytics
Comprehensive reports show how each email performs
Economic Development Websites Email Marketing Campaigns
Now…
Data Analytics
“If you build it, they will come…”
“Field of Dreams,” Universal Studios, 1989
Yes…
that economic development is a long game.
take up to 36 months before ground is broken on a new development project.
…But Not So Fast
How Our Clients Are Benefiting
How Our Clients Are Benefiting
City of Morris, IL (pop. 14,135)
60 miles southwest of Chicago, on I-80 near I-55 interchange Email promoting a commercial property sent to nearly 8,000 people in the development sector Daily activity on the city’s website for the month of February Guess which day the e-blast was sent
How Our Clients Are Benefiting
Village of Gridley, IL (pop. 1,432)
20 miles north of Bloomington, 40 miles east of Peoria Email promoting a commercial property sent to
Visitors to Gridley’s website increased 152%... and included an Illinois-based housing developer that recently completed a townhouse project in a nearby city. I forwarded the contact to Gridley’s economic development representatives so they could follow up.
How Our Clients Are Benefiting
Village of Gridley, IL (pop. 1,432)
20 miles north of Bloomington, 40 miles east of Peoria A large Michigan-based grocery distributor and retailer that operates in a 10-state region spent over 30 minutes
I passed along the contact to Gridley’s economic development representatives so they could follow up. After scouring our distribution lists, I found somebody from this company – a real estate site selector – who
How Our Clients Are Benefiting
City of Pittsfield, IL (pop. 4,500)
West central Illinois, 70 miles west of Springfield, 100 miles north of St. Louis Email promoting a commercial property sent to
A real estate coordinator for a power company clicked on a link in the email and was taken to Pittsfield’s website, where she not only viewed the property being promoted, but also checked out an available parcel in Pittsfield’s Industrial Park. Sometimes the property being promoted isn’t suitable for the needs of a particular business, but the e-blasts direct them to the website where they can check out other available properties.
How Our Clients Are Benefiting
City of Peru, IL (pop. 10,016)
Within 60 miles of Rockford, Bloomington, Peoria, and Quad Cities; 90 miles southwest
RFP emailed to nearly 10,000 people in development sector, with emphasis on hospitality developers One of the 3 viable proposals received by the city was submitted by a Rockford-based real estate developer, who found out about the opportunity as a result of the email. The Rockford developer was ultimately awarded the bid to purchase and redevelop the blighted former hotel site.
Thank You!
Kara Garten
account director 815.780.0907 kgarten@developmentdelivered.com
a division of MCS Advertising