Janet Ady recently present at the Wyoming Economic Development Agency's conference, January 9th & 10th. Her topics included Marketing to Site Selectors, Effective Familiarization Tours, The Value of a Site Evaluation Certification Program, and the Wyoming Competitive Advantage.

1. Marketing to
Site Selectors
January 9, 2012
©2013 Ady Voltedge

2. Today’s Goals
Share what we’ve learned in working directly
with site selectors, the companies they
represent, and the EDOs who are trying to
market to them
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3. About Ady Voltedge
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4. Some of Our Clients
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5. Communicating with Site Selectors
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6. Inbound: Site Selector Mindset
• Client not EDO
• Sound recommendation
with tight timeline
• Big picture to mundane
details
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7. Who Are These Guys?
• Twenty-six are members of the Site Selectors
Guild
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8. Who Are These Guys?
• ~200 also regularly work on
site selection
projects, perhaps not as the
majority of their business
• ~2,000 are commercial
realtors, lawyers, and others
who do some site selection
projects (“part-timers”)
• Companies themselves
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9. Inbound: Site Selection Process
Interaction
Step Implication to EDO
with EDO
1. Company objectives. None Consider key reasons for relocating.
2. Countries and Multiple None Regional, state, MSA connections.
States
3. States and/or Regions Website Have to find your website via search
within a State terms; must have first-pass information
(community profile) and second pass
information (by TI).
4. Short List On-Site Visit Responsiveness, understanding the
prospect, differentiating, mitigating
weaknesses.
5. Final Recommendation Personal Follow-through, documentation, ongoing
Contact contact through relocation.
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10. How Do They Like to Be Reached?
… it depends
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11. How Do They NOT Like to Be Reached?
• One community at a time
• As part of communications that go to multiple
stakeholders
• Without a clear message
• Without organized information delivered in a
time-effective manner
• Without knowing who you are or what region
you represent
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12. Lessons for Inbound Communications
• Be prepared.
• Do your research.
• Respond promptly.
• Stick to the schedule.
• Stop talking. Listen.
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13. Value of Outbound Communications
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14. Personal Visits
• Larger region more impactful, limit to 2-3 people
• Research the site selector, industries, specialties, etc.
• Present a structured overview of your region
• Offer to bring in lunch
• Offer to pay for consultants’ time
• Leave-behinds
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15. Email or Print Newsletters
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24. Direct Marketing
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28. Advertising
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29. Websites
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30. Website Must-Have Elements
• Contact info • Incentives
• Location • Resources
• Properties • Target industries
• Maps • “Local” News
• Data • Positioning
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32. WEDA October 18, 2012 ©2013 Ady Voltedge 32

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37. Questions?
Janet L. Ady
Ady Voltedge
608.663.9218
jady@adyvoltedge.com
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