"Branding" expert Ed Burghard argues that economic development officials should measure the success of their marketing campaigns not on actual improvement in economic development but in "positive impact on the perception of your community and an increased willingness to learn more."
Right.
Mike Knutson of Reimagine Rural reads this argument and offers rural economic developers this cautious advice:
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. &ndash 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 [Mike Knutson, "What's the Role of Advertising in Rural Economic Development," Reimagine Rural, 2011.09.30].
Indeed, an ad or two may provide some benefit for some communities. But as a general rule, if funds are limited, and if your town can invest in only so much, don't sink your money into advertising. Don't bank on Burghard's indirect benefits. Identify specific needs in your community—jobs, housing, retail, downtown revitalization—and invest in those projects. Don't just talk about nice things already found in your town. Make more nice things. As Knutson acknowledges, every dollar you invest in real improvements will inherently include additional return in positive word-of-mouth. Investment in slogans and banners will not produce the same return.
Discover the....
Ohh forget it.
He also says "Establish an authentic promise." Have our commercials done that?
We use a blog that can be found on our website http://www.blackstudios.com to tell the world what's going on. The cost is the time it takes to write the post and take the pictures.
There certainly is a place for traditional advertising.
For individual businesses yes Michael, and your site is a good one, but this question is about the cost/benefit of trying to change the perceptions of a rural community. That takes lots of resources, and there has to really be something there. Their point is to actually change the community rather than give lip service to something that doesn't exist.
You can do a wonderful job, BUT if you don't communicate your efforts and accomplishments then you have a marketing problem.
How long does it take to write a paragraph and take a picture?
For me, Dr. Cecelia Wittmayer at Dakota State hammered home the drive needed to succeed at marketing. Her weekly assignments were more ambitious than final projects for other classes. I wish I would've put for more effort back then.
I'll agree that marketing is important. However, having something to market is always more important.
I'm curious: what criteria should we use to determine whether we should spend a certain amount of resources on advertising the goods and services we offer or spend those same resources on improving or expanding the goods and services we have?
Okay, quick and dirty.
You determine your marketing budget by projecting what it will cost to achieve your "marketing objectives." Those objectives need to be measurable and time specific. Don't confuse them with strategies.
Typically, marketing objectives come in 5 general "flavors" some that can be aided by advertising and some that require other additional strategies and tactics.
The 5 basic "flavors" (classic marketing problems) are 1. Awareness 2. Interest 3. Evaluation 4. Trial and 5. Adoption.
These should be combined with branding efforts. A standalone branding campaign is questionable and sometimes unnecessary.
I'm kind of with Cory on this. If you're going to do a branding campaign, you still need to be crystal clear about about your objectives (measurable and time specific). Otherwise, you might spend a fortune for nothing.
And always, always remember, a great ad campaign will make a bad product fail quicker.
"quick and dirty": that's blog learning! :-)
Bill, that's a great marketing primer. And everyone should memorize that last line.
Cory, aren't you the one complaining that the LAIC is not transparent in their efforts? A simple blog could help that.
There is a huge difference between marketing and government transparency. The LAIC already spends tubs of money on marketing. A well-written and regularly updated blog would produce a greater return on investment than the signs and banners with which our current regime is obsessed. However, even a blog effectively advertising the city would not be the same as a genuine interactive blog that publicizes how the LAIC uses its money and engages citizens in honest, open participation. The LAIC should produce both; it appears capable of producing neither.