Working with Top Site Selectors– Best and NEXT Practices
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Best practices for marketing to the site selector audience from DCI's Andy Levine.
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Working with Top Site Selectors– Best and NEXT Practices
- 1. Working with Top Location Advisors: BEST AND NEXT PRACTICES
- 2. Today’s Speakers Andy Levine • President/Chief Creative Officer Alexa Naas • Manager, LocationAdvisors.net
- 3. Let’s Start with a Question: WHAT PERCENTAGE OF YOUR NEW BUSINESS LEADS CURRENTLY COME FROM LOCATION ADVISORS? A. Less than 25% B. 25-49% C. 50-74% D. More than 75%
- 4. Working With Top Location Advisors: Best And Next Practices 1. Familiarization Tours 2. In-Market Events 3. Newsletters 4. Website Design 5. Face-to-Face Meetings
- 5. …and an Introduction to LocationAdvisors.net
- 6. FAMILIARIZATION TOURS Best Practice NEXT PRACTICE •Host a group of •Visiting consultants consultants for a 2-3 day shadow a “CEO of their tour of a region choice” for a day •Often built around a well-known sporting event OR •Shift gears to a webinar •Mix business and fun format
- 7. Shadowing a Senior Executive • Visiting consultants were provided with a list of 15 possible CEO/senior executives • Each consultant spent a day shadowing a single executive
- 8. What’s in Delaware’s Wallet? A Look at Capital One’s Expansion Decision Webinar for Location Advisors (December 19, 2012)
- 9. Our Panel • Jim Kelly, EVP, Head of Direct Banking, Capital One • Alan Levin, Cabinet Secretary, Delaware Economic Development Office (DEDO)
- 10. IN-MARKET EVENTS Best Practice NEXT PRACTICE •Areas of critical mass •Engage a credible, third (NYC, Chicago, Atlanta) party to highlight the •High-profile speaker community’s business o Public Sector (Governor, advantages Mayor) o Private Sector (Top CEO) •Use a sports or cultural event as a draw
- 11. An Afternoon with Forbes • Rankings Editor Kurt Badenhausen wrote a story titled “Houston Gets Hot” for 2012 Best Places issue. • Real Estate Writer Morgan Brennan ranked Houston “America’s Coolest City” in summer 2012. Kurt and Morgan both spoke at a Chicago luncheon with 13 site consultants.
- 12. NEWSLETTER Best Practice NEXT PRACTICE •Regularly-scheduled, •Share relevant news as it print or e-newsletter occurs highlighting a broad •Succinct e-blast format range of developments •Often geared to an internal audience
- 14. WEBSITE DESIGN Best Practice NEXT PRACTICE •Provide spreadsheets •The right infographic is and detailed reports worth a thousand data available for download points •Presents information in an engaging and easy-to- digest format
- 16. FACE-TO-FACE MEETINGS Best Practice NEXT PRACTICE •Regular program of •Regular program of deskside visits with deskside visits with consultants in their consultants in their offices offices •“Conversation” rather •“Conversation” rather than “presentation” than “presentation”
- 17. An Introduction to LocationAdvisors.net • Searchable, exportable database of the nation’s top members of the site selection community • Provides meaningful background on individual location advisors • Kept up-to-date by DCI (so your staff doesn’t have to)
- 18. So Let’s Take A Look Under the Hood…
- 19. What Does It Cost? Let’s Keep It Simple: •$900 for a First-Year Subscription •Log-ins for as many of your staff members as you like And For Today’s Webinar Participants: •Complimentary, two-week trial available
- 20. Questions…
- 21. Thank You!!! Don’t hesitate to call us with any questions: Andy Levine Alexa Naas andy.levine@aboutdci.com alexa.naas@aboutdci.com 212/725-0707 x-107 212/725-0707 x-149 www.LocationAdvisors.net
Hinweis der Redaktion
- Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.