Posts Tagged ‘marketing’
What’s the role of advertising in rural economic development
September 30th, 2011
What is the role of advertising in your community’s economic development strategy? That question came to mind awhile back when I read a post titled “Is Advertising a Waste of Money?” Ed Burghard, the post’s author, heads up the Strengthening Brand America Project, an effort targeted at “helping economic development professionals in every state better understand how to leverage the power of place branding as a strategy to become more globally competitive for foreign direct investment.” The blog he has helped create maintains a clear focus on recruiting businesses and investments as a form of economic development. In this post, Burghard admits that he regularly hears complaints from economic development professionals who say advertising is a failure because it doesn’t lead companies to relocate to their community. He goes on to say that measuring business relocation is the wrong measure:The most appropriate measure of success is a positive impact on the perception of your community and an increased willingness to learn more. You need to determine if that outcome is worth the investment given the resources you have available to attract capital investment.” (source: “Is Advertising a Waste of Money?” Ed Burghard, Strengthening Brand America blog, Sept. 5, 2011.)In other words, advertising should help build the brand awareness that opens the door to a conversation about a business relocating to your community. The post sparked a great conversation among economic development professionals on the value of advertising. Both the post and the comments are definitely worth the read. Although I think Burghardt offers great advice in this post, it feels like the subject is less relevant to small, rural communities. It’s been my experience that most small towns simply don’t have the finances necessary to significantly change peoples’ perceptions. That is why I think investing in the product (i.e. – the community itself) will often achieve a greater impact than advertising. Do great things and offer great value and then word-of-mouth will help build the brand awareness in lieu of the advertising. Of course, this advice is not universal. Some rural communities probably benefit from advertising. And that’s why I ask “What’s the role of advertising in your rural community’s economic development strategy?” If your community has had a good or bad experience, we’d love to hear about it.
Tags: branding, marketing, Strengthening Rural America
Posted in Economic Development, Rural | Comments (2)
Jason Dorsey on Gen Y and small towns
September 23rd, 2011
Yesterday I sat in on a live chat video interview between Jodi Schwan of the Sioux Falls Business Journal and Gen Y expert Jason Dorsey. It’s been my experience that most Gen Y experts either trash rural communities or show a lack of understanding about what rural communities have to offer. With that in mind, I didn’t expect much from Dorsey. But after listening for about fifteen minutes to what seemed like good advice, I decided to use the chat feature to ask:What advice do you have for small, rural communities who are trying to communicate the value of living of living in their community?"Rather than bumbling through the question, Dorsey nailed his response.
Market around lifestyles and relationships
In a nutshell, he said: Since Gen Y is all about lifestyles and relationships, rural communities need to showcase those aspects of life in their community. Help people recognize how they can experience outdoor activities and enjoy a more relaxed pace of life. Make sure they know that your school offers children a great education. And emphasize the friendships that people build within your community. And use social media (especially a Facebook Page) to show what makes a small town special. (Hopefully, regular readers of Reimagine Rural have heard that before.)Watch and listen yourself
Dorsey offers greater details during the interview. I’ve embedded the Sioux Falls Business Journal’s recording of the interview below. (He addresses my question around the 18:00 minute mark.)
Tags: marketing, marketing rural communities, millenials, millennials, Sious Falls Argus Leader
Posted in Community Development, Community Engagement, Gen Y, Rural, Uncategorized | Comments (0)
How to Create an Engaged Tourism Social Media Community
May 16th, 2011
Editor’s Note: Tourism will be ramping up in the Upper Midwest soon, and the question emerges, “Has your community created an vibrant online community as a part of your marketing plan?” A few weeks ago, I discovered the Explore the Bruce Facebook page. The page was filled with conversations from residents, visitors, and business leaders in Bruce County, Ontario. It’s easy to create a Facebook Page and post a few links to what’s going on in your region. But it take something more to build the type of engagement that produces results. With that in mind, I invited Gem Webb, who heads up content creation for the Bruce County Tourism, to write a guest post explaining what they have done to build this interaction. . My name is Gem Webb and I am the Content Creator for Southern Ontario's top rated vacation spot, Bruce County. I work for Bruce County Tourism DMO, and have been nurturing our vast social media communities for over a year and a half with most accounts reaching towards and over 10,000 people. Our
networks have very engaged and active community members, who promote, share and engage our brand. Yet, how would someone else do this? Let me start by explaining the difference between an audience and a community.
Community -VS- Audience
It all depends on which direction their seats are facing when you share your social media content (text, video, photo and audio). If you just talk AT people, they become an audience, like going to see a movie. But if you place their seats (metaphorically) towards each other, they will interact with each other. You always hear the expression, “Social media communities are the same as a party.” So treat others like you would in the real world. You don't start saying, "Visit Sauble Beach and rent our Sauble Beach cottages because here are some great photos.” The average partygoer would walk away, say something negative or liken you to an obnoxious, pushy salesman. There are online practices and politeness that you should always use. I like to call the online social media communities "places of thanks.” Always thank people when they comment on or about your content. Make them feel heard and "engaged with.” This makes your community feel respected, heard and a value to everyone by getting public praise or at the very least, recognized. Imagine walking up to a person at a party and introducing yourself, then that person walking away. This would not feel good would it? Understand that this is not a tactic but a sincere practice of mine, as I don't use the social networks as a ‘markety’ angle. If you are selling things using these insights, it won’t stay hidden for long as you can “fool some of them some of the time, but not all of them all of the time.” I honestly enjoy my community and am always looking forward to what people really bring to the table so that I can unlock their talents or interests. This now leads to the second big thing to understand.What is a Brand Ambassador?
People keep asking me how I get the people on our ExploretheBruce “Bruce County” Facebook fanpage to engage as much, if not more, than we do. I basically empower our community around the topic they believe in which is our top vacation spot across Bruce County town. I can go on and on about what the industry says a brand ambassador is defined as, yet let me give you real examples.
Brand ambassadors are people who love things about your brand, product or service. Who better to talk and promote your stuff than people who believe in it? But, how do you find these people and what do you do with them next? A shy or new community ‘content poster’ might be brave enough to post one photo on our wall. I realize that for some people, this might feel like standing in front of six thousand people and so I ‘like’ their work and recognize their efforts. Once a few people have liked their content or commented on it, their confidence improves and they feel welcome to share more content. There are already lots of avid photographers who are shooting great photos of the area, you just need to provide a friendly environment where they feel safe to share their content.
Encourage people to post more photos and videos and also help them improve. It isn't just about being a 'butter, butter' social media community, where you always butter peoples egos. Treat it like a classroom some days, and then toss a few rewards in when great examples of work surface unexpectedly. Give away free stuff to people who contribute in popular ways. Maybe a new person posted a great shot so show the love by publicly acknowledging their efforts with a prize. This sticks in people’s minds and hearts. I mean I remember winning a tool set at cub scouts for tying the best knot? It is the same in the digital world.
How Could one Part-Time Employee Do All This?
Social Media content creating can be part-time, yet certain aspects will make it easy or hard to accomplish creating results. The goal is to become a trust builder online for your community. This is going to take time, so start with a 1-2 year commitment. As you start seeing that your social networks become your greatest website traffic driver, you will know that it is working.- Be clear on the goals of your website.
- Put in place a simple plan with schedules. How often will you post on networks along with Blog posts?
- Outline topics for posts in an excel sheet and try to plan at least 1 month ahead.
- Create a list of tweets for Twitter which are seasonal focused.
- Remind yourself to comment a few times a week on other people’s blogs in your similar industry to grow relationships. Always take time to respond to emails, as people need to trust and get to know you.
- Track your results so you can see what’s working for you. It can be easy as a screenshot.
3 Useful Tips for Social Media Community Building
- Create a Social Media Policy that outlines do’s and don’ts while representing online.
- Keep a log of what topics were the longest comments on or around. This helps get to know what activates your community based on interest.
- Don't invest all day managing your social communities. Pop in for a few minutes every couple of hours and continue working at your other duties. Monitoring your social media can suck you in as you build real friendships, relationships and even business ideas but keep an eye on the time you spend.
- Social Media community building takes time, yet the rewards are exponential with growth and positive embracement of your brand, product or service. Oh, yah and people can become lifetime connected to you and your brand.
Tags: Bruce County ON, Explore the Bruce, marketing, Ontario, social media, tourism
Posted in Economic Development, Rural | Comments (7)
What are the keys to overcoming mediocre content?
April 26th, 2011
I had a chance to interview Ann Handley and CC Chapman, the co-authors of Content Rules, following their OTA Sessions presentation a couple weeks ago. Their presentation focused on the “rules” for creating great content for your blog, Facebook Page, webinar, etc…. It’s also the subject of their book. To be honest, before OTA, I had questioned if I really wanted to read another social media book. It seems to me that lately the authors of social media books have started writing like historians. They are more concerned with pontificating over minutia than offering useful advice. I want something practical -- something that I can relate to in my work with rural communities. Now, after having read Ann and CC’s book, I can say, Content Rules delivers on practicality.CC and Ann granted me an interview
In a short video interview following their OTA presentation, I asked CC & Ann what tips they have for communities who are thinking about producing content. Obviously, they highlighted the underlying theme from the book: anyone with an online presence must produce killer content in order to be heard. Anything less gets ignored in the massive wash of mediocre content that floods the internet. But they also stressed the importance of jumping in and getting started. If you wait for all the conditions to be perfect, you’ll never produce anything. I could relate to this last piece of advice – especially as I shot the video. The conditions for the interview were hardly perfect: I felt rushed; I’m not great at video interviews; I couldn’t get the lighting and background set properly; I couldn’t use our mic’s. I could go on and on. In fact, you will see all of those imperfections in the video below. (Source: "Ann Handley & CC Chapman - OTA 2011," RuralLearning, YouTube, April 26, 2011) As I edited the video, however, I couldn’t help but notice the tension that exists between the need to produce really great content and their advice to jump in and get started. Was my desire to produce the video going to contribute to growth of crappy content on the web? And what does this mean for rural communities who want to create a blog or Facebook page? We can’t expect newbies to produce killer content right out of the chute, can we? I’m not sure how CC and Ann would have responded to those questions if I’d asked them during the interview. But here’s what I think.Speak from the heart and be helpful
During the interview CC and Ann tell us that people producing content need to speak from the heart and be a resource for their audience. I think that doing these two things help overcome the imperfections of your content. You may not be a great writer, or you may not be a great video producer. But if you show your passion and are truly helping people, I think your audience will see past your content’s blemishes. They will also connect with it on an emotional level and become engaged with it. And that has to be how we should measure content's success. Does it engage your audience? CC and Ann offer a total of eleven rules in their book that will help you produce great content. Each of them is important. But if I had to pick two pieces advice for overcoming mediocrity, I’d recommend being speaking from the heart and being a resource.What do you think?
As I’ve mentioned many times before, one of the beautiful aspects of creating a blog post is that it provides an opportunity for us to learn together. I’m obviously not a social media expert. But I do believe that rural communities should consider developing a social media strategy as a part of their marketing and community development efforts. If you have ideas about what it takes to produce really great content, I hope you will be a resource and share your ideas with a comment.
Tags: Ann Handley, CC Chapman, content, Content Rules, marketing, Ota 2011, social media
Posted in Community Development, Economic Development, Rural | Comments (2)
OTA Sessions: 9 Second…Really?
April 9th, 2011
“You’ve got nine seconds to ‘fascinate’ and capture the attention of your audience.” That was the message marketing expert Sally Hogshead shared with the crowd at the 2011 OTA Sessions last Friday in Sioux Falls. Nine seconds? Really? Sadly, later that same morning I experienced this first-hand.What a jerk!
During one of the conference breaks, another attendee asked what I do. Being prepared, I launched into my 30-second “elevator speech” about the Rural Learning Center. Fifteen seconds into it, my new acquaintance turned away to say “hello” to someone else. And then he engaged a second person in a short conversation before finally returning his attention to me.
“What a jerk,” I thought. “Couldn’t he wait for me to finish?”
Whether he’s a jerk or not probably isn’t relevant. I simply didn’t offer him a compelling reason in those first few seconds to command his attention. It was my mistake. And worse yet, it was an opportunity that I won’t get back.
And you’re telling me this because?
As I write this sentence, I’m wondering if I’ve captured your attention in the first nine seconds or if you’ve already tuned me out. If you are still here, I want to ask, “Do you think this nine second rule applies to our work in community and economic development?” Personally, I do. And I believe Sally can help. During her presentation at OTA Sessions, she provided an overview of the seven “triggers of fascination,” which she describes in her book titled Fascinate: Your 7 Triggers to Persuasion and Captivation. Being the gracious person that she is, Sally granted me a short interview following her presentation. In it, she highlighted how each of the 7 triggers – Lust, Power, Prestige, Trust, Vice, Alarm and Mystique – could be applied by South Dakota communities, as they try to share their message about what makes them special.
(source: Sally Hogshead - OTA 2011," Rural Learning Center, YouTube, April 7, 2011)
I’m going to start Sally’s book this weekend and see what else I can apply to my work in economic development. I’m also hoping others will share what they’ve learned as well.
After all, our communities, large and small, really are fascinating places. Now it’s up to us to do a better job of communicating these attributes.
And remember, we only have nine seconds.
Tags: branding, marketing, Ota 2011, Sally Hogshead
Posted in Economic Development, Rural | Comments (2)
OTA Sessions: Are you ready for Big Ideas?
March 15th, 2011
Rural America needs big ideas. What we have been doing for the last 50-90 years hasn’t been working -- at least not for many of our small towns in the upper Midwest. It is time we develop a new image of what we want our communities to be like, to reimagine our futures. And once complete, we need to get busy making this reimagined future come true. That’s why I’m proud that the Rural Learning Center
has agreed to be a sponsor for this year’s OTA Sessions in Sioux Falls, SD on April 1.
What is OTA?
At first glance, one might assume that OTA Sessions is about marketing and advertising. That would be a mistake. Although many of the speakers have a marketing backgrounds, I see them as thought leaders. And rural community leaders can learn a lot from thought leaders, regardless of their vocation. For instance, I’m excited to see John Winsor on the list of presenters. He’s a marketing guy who heads up Victors & Spoils, a creative (ad) agency. What’s missing from this abbreviated bio, however, is that he is an also an expert in collaboration, co-creation and crowdsourcing. In fact, Victors & Spoils identifies itself as the first ad agency built on crowdsourcing principles. I believe in the Wisdom’s of Crowds, and I’m intrigued by crowdsourced community development projects. (See this as an example.) But as cool as they might seem, not all crowdsourced projects are successful. Although Winsor is in the marketing game, I’m sure I can pick up some tips for employing crowdsourcing principles more effectively in our rural community development projects.Why take the risk?
Now, I acknowledge that there is a chance that Winsor will talk more about advertising than crowdsourcing. And there may be a chance he’ll offer nothing of value to me in my work in of rural community development. I doubt it, but that’s a risk I take by buying a ticket. But one thing I know is that “If you always do what you’ve always done, you’ll always get what you’ve always got.” Albert Einstein is credited with having said this. I suspect, however, he wasn’t the first. Whenever I’m confronted with a decision on whether to attend an unconventional conference like OTA Sessions or a more traditional community development conference, I remind myself of Einstein’s wisdom. If we truly want to Reimagine Rural, rather than just dabble at a few changes, we need to find where innovation lives, and learn from it. And I think OTA is one of those places.
Tags: crowdsourcing, marketing, Ota 2011, Wisdome of Crowds
Posted in Community Development, Rural | Comments (2)
Are you waiting for some else to tell your story?
March 3rd, 2011
Quick! Can you identify a dozen unique stories about your community? Better yet, do you already have a list ready just in case a news reporter contacts you looking for information? Yesterday, I wrote a post suggesting rural communities need to do a better job of using social media to tell stories about their communities. I suggested stories are key because people see themselves in the stories you tell. I had that very experience today when, thanks to a KARE 11 in Minneapolis news story, I pictured myself in Hendricks, MN (pop 725).“Tripping with Perk"
The story is the first in a series being developed by reporter Eric Perkins of KARE 11 in Minneapolis. Titled “Trippin’ with Perk," the series will highlight small towns across Minnesota. Its purpose is to lift up the personalities and characteristics that make each small town unique. ("Trippin' With Perk: Eric travels to Hendricks," Eric Perkins, KARE 11, March 2, 2011) Watching the video made me want to visit Hendricks. The idea of eating a lutefisk pizza alone is enough reason for me to make the road trip. But watching the video, I also began to picture myself potentially living in Hendricks. And I bet I wasn’t alone. That’s what good stories do.What are you waiting for?
As I reflect on the video, I’m reminded how unprepared many of us in small towns are to tell our stories. Being prepared starts with knowing what information you want to share. In fact, one of the reasons Perkins chose Hendricks is that Paul Olsen from Hendricks responded to Perkin’s information request with a list of a dozen story ideas. Not all communities were ready with such a list. Even if you have a list of story ideas, however, you can’t sit back and wait for the reporter to call. As I suggested in yesterday’s post, technology enables us to tell stories ourselves. It might be a video, or it might be a blog story. But we can tell the stories just as well as a television station from the big city. Who knows, maybe we can tell it better. Note: I want to thank both the @StepUpYourBiz for sharing a tweet and my friend Loren Budahl for posting a link to his Facebook profile about this story. I also want to commend KARE 11 and Eric Perkins for making the effort to show what makes small town life unique.
Tags: branding, Hendricks MN, marketing, Minnesota, social media, storytelling
Posted in Community Development, Community Engagement, Economic Development, Quality of Life, Rural | Comments (0)
Are you telling me a story?
March 2nd, 2011
Many rural communities are using social media as a marketing tool. I think it’s a great idea – as long as it is being used to engage people in conversation and not just promote, promote, promote. With that in mind, I’d also like to remind people about the power of stories. I was personally reminded of this in a recent post titled, “The Only Way to Create Killer Content is Telling Your Story.” To make his point, the author, Kyle Lacy, quotes a conversation he had with Chris Baggon:Chris made the comment: Above all, it is about taking your stories... your personal stories... your client stories... your college stories... and humanizing the content.” (source: Kyle Lacy, "The only way to create real content is telling your story," Que, Feb. 8, 2011)Putting this into practice is easier than most people realize. Every small town likes to brag that it is a great place to raise a family. Instead of simply making this statement on your website, use social media to tell the stories of parents who experience the benefits of small town life every day. For instance, tell the story of a father whose son benefited from attending a small school. Tell the story of a mother who was thankful when a neighbor bandaged the knee of her child who fell off a bike when she wasn’t around. Tell the story of a grandmother who appreciates being able to attend the concerts, plays, and athletic events of neighborhood children she has unofficially adopted. Do you get the idea? Lacy tells us that telling stories help “humanize” the information you share. I agree. But I’d like to take this thought a bit further. When you share information with stories, readers will see themselves in your stories. They will picture themselves as the mother or father or grandparent and will connect emotionally. And picturing themselves in the story may be the first step in helping people see themselves living in your community. The best news is that it has never been easier to tell stories. Buy a camera, learn to use editing software, interview people in your town, and produce a video. And once you’ve produced the content, you are ready to engage your audience with social media. I think you will be pleased with the results.
Tags: marketing, social media, storytelling
Posted in Community Development, Community Engagement, Rural Life | Comments (0)
Buy Modalert Without Prescription
November 11th, 2010
South Dakota is a great place to retire. So the folks at MoneyRates.com Buy Modalert Without Prescription, tell us. In a "top 10" list published a couple weeks ago, the online magazine ranked South Dakota as the third best place to live - just behind New Hampshire and Hawaii, and just ahead of North Dakota. (source: "10 Best States to Retire," Richard Barrington, MoneyRates.com)
Cory Heidelberger at the Madville Times identified the list in a blog post yesterday, and raised the idea of rural communities developing initiatives to recruit retirees as a part of their economic development strategy. An idea that definitely has merit.
What's the reality?
Lists like this are fun. But the question is, "Are they based on reality?" I doubt many Money-Rates editors or writers would consider moving to South Dakota when they retire, let alone a small, rural community in South Dakota. What gives? Is the opportunity to recruit retirees real.
I believe it is, Modalert to buy online, Modalert prescriptions, and I believe there is research to back it up. For instance, John Cromartie and Peter Nelson note the potential of a baby boom migration to rural places in an article they produced for USDA last year. In other research Minnesota sociologist Ben Winchester identified a somewhat younger population movement (age 30-45) already in action in rural Minnesota.
But to tap into this potential and fully develop it, next day Modalert, Modalert in canada, rural communities need to get serious and develop intentional initiatives. One part of this effort should be improved branding.
What do you mean, branding?
Most people will interpret my call for improved branding to mean improved marketing. Although there's plenty of work to be done here too, buy no prescription Modalert online, Buy generic Modalert, branding starts with what's on the inside of the community. It starts with improving the product so that it matches the desires of the target audience (i.e. - retirees).
For instance, Modalert in usa, Buy cheap Modalert no rx, Cromartie and Nelson note the existence of lower housing costs as a key attractor for retirees to rural communities. The reality is that if the rest of the community looks like a junk yard, boasting of lower housing costs means little. The way your community looks is part of its brand; judgments are made quickly, Modalert tablets, Modalert in australia, and often are hard to change.
After product development comes the equally difficult job of discerning what is it that your community should hang its hat on? Some communities build their brand around being a safe place to live. Other communities try to be known for something unusual (i.e. - Home of the largest pheasant statue). Safety might be an important part of a brand, order Modalert no prescription, Online buy Modalert without a prescription, but it's probably not central to it. And quirky mottos may get you noticed, but they probably won't attract retirees looking for a new home. Branding must be deeper than that, where can i buy Modalert online. Cod online Modalert, Does rural South Dakota have an opportunity to attract retirees? Yes. But first, we've got a lot of work to do.
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Tags: baby boomers, branding, marketing, South Dakota
Posted in Economic Development, Quality of Life, Rural | Comments (1)
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October 28th, 2010
Buy Meridia Without Prescription, It's election time, and people seem to be increasingly pessimistic about their ability to make a difference through the electoral process. While disappointing, I wonder if this sentiment doesn't offer an opportunity for rural communities.
The Blandin Foundation recently released the results of a survey of rural Minnesotans on issues important to them, online buy Meridia without a prescription. Next day Meridia, One question asked individuals how they felt about their ability to make their community a better place to live. Forty-three percent strongly agreed with the statement and forty-four percent agreed, leaving only eleven percent who disagreed or were unsure. My guess is that if that same question were asked of urban Minnesotans, Meridia in us, Buying Meridia online over the counter, results would indicate that fewer feel they have the ability to make their community a better place.
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I think most Americans want to be engaged in the community where they live. They want to have a say in decisions involving their children's education. They have ideas about how to make their community a better place to live, Meridia paypal, Buy Meridia online with no prescription, and believe their involvement can make a difference.
If people long for this type of participation, it would seem like a perfect opportunity for rural communities to tell their stories. Let people know, Meridia in japan, Meridia in india, "You can make a difference in our town if you move here." And then tell the stories of people who have done so.
Of course, Meridia to buy online, Meridia price, coupon, this strategy only works if your community welcomes the involvement of newcomers. If that's not the case, you'd better solve that issue first, Meridia in usa. Meridia buy, You might be surprised how many people are looking for a place to live where they can make a difference.
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Tags: marketing, Minnesota, Rural Pulse Survey
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