As economic development professionals it is very easy to become overwhelmed with the proliferation of marketing tools and tactics that exist in today's marketplace. We are constantly being asked to do more with less while getting the same results. So how do we sort through the clutter to reach a targeted audience of site selectors or companies looking to expand or relocate into our regions?
This morning an article came out by Forbes Magazine that emphasized one of the most under utilized tools in our economic development marketing arsenal—timing. While the article is intended for general marketing the same principals can be applied to economic development marketing as well.
"Were not talking about timing to ensure maximum reach and frequency, because it’s not about generating mass exposure at the lowest cost. Real timing is about reaching individuals when they are most receptive, taking into account how they are spending their time, what they are thinking about at any given point in time and what they are tying to accomplish."
The article goes on to ask some questions that can play a vital role in how we should develop our communiy marketing plans and communications to our targeted audiences.
- Where does my community sit on my prospect's to-do list?
- How can I help prospects perform their task?
- Where and when are they likely to seek out information about my brand or offering?
- In what other ways and conversations could I engage the prospect?
- What individuals in my prospect’s network should I also reach out to?