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Marketing to Site Selectors http://www.positivel)ininnesota.conVGovernment/Shovel-Ready_Site... <br /> POSITIVELY <br /> ...00# <br /> Depadmwit of Employnwnt and Economlc lhvaioprrwnt <br /> Marketing to Site Selectors <br /> TABLE OF CONTENTS <br /> Overview <br /> Focus on the Web <br /> Other Promotional Tools <br /> Overview <br /> It's not entirely possible to read the mind of a site selector.They are, after all, individuals with individual preferences. Some <br /> hate to receive unsolicited inquiries. Others don't mind. Some detest clever marketing pitches. Others find them entertaining. <br /> Still, site selectors as a group tend to agree on certain basic guidelines that communities and economic development <br /> professionals should follow in their marketing efforts to companies and site professionals. <br /> Basic Rules of Engagement <br /> Rule One: If you want site selectors to keep you in mind,they need to know who you are.That means making regular <br /> contact.The trick is to do it in a way that doesn't come on too strong or make you seem like a pest. <br /> Rule Two: Be useful. Know what site selectors want and then give it to them—even if it means putting less emphasis on your <br /> own sales pitch. <br /> Rule Three: Bend over backwards to meet any requests for information. The quicker you can respond,the better. Site <br /> selectors are in a hurry. Don't waste their time. <br /> Rule Four: You are not—and cannot be—the perfect community for every project. Don't market yourself that way. Focus on <br /> your true strengths. <br /> What Site Selectors Want Most <br /> Economic development organizations spend a lot of time and money on surveys to understand the kinds of information site <br /> selectors want and the ways they want to receive it. <br /> The indexes vary somewhat, ranking things differently from one to the next. But generally speaking the"Most Wanted" list <br /> includes: <br /> • Data, including labor market information <br /> • Details on available land, sites and buildings <br /> • Major companies and employers <br /> • Major industries and sectors <br /> • Incentives <br /> • Workforce data <br /> • Utility and infrastructure capacity <br /> • Education and training programs <br /> • Quality of life <br /> 123 <br /> 1 of 1 6/7/2013 10:36 AM <br />