The Amtower B2G Market Report

The Amtower B2G Market Report
Volume 3, #24, June 20, 2004

(Sign up for your free subscription at http://www.FederalDirect.net and if you like this, please pass this along to your colleagues. To unsubscribe, email me at amtower@erols.com). Past issues available at http://www.federaldirect.net/newsletterarchives.html)

In this issue…
1) Amtower Off-Center Observations
2) The Good, the Bad and the Ugly: Focus on Events
3) Events
4) One Minute Marketing Clinic: Frontal Attack, Round 2

AMTOWER OFF-CENTER OBSERVATIONS

Item: Market Connections has launched an e-newsletter, Research IT, for the government market. I use Market Connections studies for my presentations and I find their research extremely valuable. Subscribe at www.MarketConnectInc.com.

Item: There are a several events coming up worth noting, which I have done below in “Events”. But I will take a minute here for them as well. ENC Marketing hosts its first breakfast seminar June 29. Debbie Weil of WordBix.com and the WordBiz Report is hosting The Uncool Blogging Seminar on June 30. Debbie is very good on various forms of web communications. Federal Channels (put on by the Federal Business Council) is an excellent full-day affair. And I am looking forward to ItsGov, put on by Federal Computer Week. I will be participating in both the Federal Channels and ItsGov.

The initial results of the 9/11 Commission are coming out. The fallout for the executives at FAA and some DOD components might become intense. What caught my eye, though, were the comments in both the Washington Post and the Baltimore Sun that mid-level managers got fed up waiting for action from superiors and moved ahead with what needed to be done. First, this does not surprise me. Second, we should identify and recognize these people. Too many people were caught by surprise, so if some anonymous mid-level managers did some good stuff, let us make certain they do not remain anonymous.

Not that I have an opinion.

THE GOOD, THE BAD AND THE UGLY: FOCUS ON EVENTS

This is the third article where I have asked some industry veterans for their veiws. Mike Smoyer of federal Computer Week/101 Communications was the first to respond, so his answers appear here. The full article will be posted later this week.

1) Given the number of events produced for the Federal market, how does a company go about selecting the proper venue?

Prior to evaluating events to participate in, the first step in the event selection process is for the company to develop a detailed federal sales and marketing strategy. The plan should define the respective company's unique selling position, the value it can provide the federal channel, and identify specific target agencies/departments with a clearly defined need for the solution. It is important to do the appropriate background investigation to understand the target agencies mission, identify its IT related priorities, and be able to position the company's product offerings in line with the agency's mission (and priorities).

Once the plan is finalized, and the budget is approved the selection process can begin. I recommend the following:
a) Seek out events produced by show organizers with deep roots in the federal channel
b) Focus on quality of the audience vs. the quantity when speaking with the show organizer
c) Select events that deliver your target audience whether the target audience is solution specific (Enterprise software, Architecture, Information Assurance etc.) or segment specific (federal civilian, DoD, state or local)
d) Ask show organizer for vendor references, audited attendance figures, and if there is a paid conference program as part of the event ask the show organizer to provide conference references.
e) Besides the exhibit floor, are there any additional networking opportunities available to interact with your target audience.

2) Is it me, or are there more event producers in the post 9/11 market? And are there any new producers offering anything of value?

Yes, more event producers entered the federal channel since 2000. The federal channel continued to invest in IT while the commercial sector experienced a downturn. This encouraged non-federal focused media companies and show organizers to reconsider entering the federal channel. A majority of the new entrants are focusing their attention on the Homeland Security marketplace.

3) What are the elements of successful event participation for companies?

Clearly defined and objective goals are the most important element of having a successful tradeshow experience. Defined goals make is easy to select booth size, location, design, and selection of booth staff. Once goals are defined, communicate the goals with the show organizer and engage the organizer to help you achieve those goals within budget. Then focus on the quality of the audience vs. the quantity. Quality interaction with target accounts is the key to growing business in this channel. Knowing the mission and priorities of your target accounts is much more important than focusing time and resources on booth handouts.

EVENTS

ENC FEDERAL MARKETING BREAKFAST SERIES, June 29, 7:30-9:30 Am, Tower Club. Topic is Lead Generation. www.encmarketing.com

THE UNCOOL BLOGGING SEMINAR: Blogging as a Business Tool June 30, 7:30-12:00 noon, Tower Club www.wordbiz.com

TAKING ENTERPRISE ARCHITECTURE TO THE NEXT LEVEL: Implementing EA to Effect Organizational Change, July 13-14, 2004 EA Boot Camp July 12, 2004 www.digitalgovernment.com

FEDERAL CHANNELS: Selling and Marketing to the Government
Date: July 19, 2004 Time: 8:00 a.m. to 4:45 p.m.
Location: Fairview Park Marriott, Falls Church, VA

The Federal Marketplace has undergone significant change in the past few years. Federal Channels 2004 will feature sessions on the most recent changes to the federal business environment and the best methods for using those changes to your advantage. This is a really good informational and networking event, with something for people of any skill level, novices and professionals alike. The FBC staff spends lots of time putting together a good program, and they always have great presenters. See full details at http://www.fbcinc.com/federalchannels/default.asp

ITS GOV: Technology Buying at Year End, August 25, Ronald Reagan Building
www.itsgov.com
This is the first year for this event, and I have been invited to moderate the day-long marketing. I am looking forward to this as I get to meet Pat Wood of the Federal Communicators Network, see some old friends like business development master Bob Davis of CACI, Eva Neumann (ENC Marketing) and Toby Reut (CMA), and meet some new people as well.

ONE MINUTE MARKETING CLINIC: FRONTAL ATTACKS, ROUND 2
APerhaps last week’s article was a little obtuse, so I will elaborate on the Dunkin Donut (DD) vs Starbucks ($) campaign. DD has decided to move into the high-end coffee market, offering a complete array of expresso and cappucino products to compete with $.

On the surface, this may seem like a good move, especially in a boardroom, where they are comparing financials. In the trenches though, it is a completely different story. DD stores do not have the ambiance of $, so the “sit down” traffic will not respond. DD has a very good Arabica blend (I use it at home, as do several readers of this newsletter), and it is known for donuts and a very good cup of coffee.

So rather than do the uphill battle against an entrenched and better financed opponent, why not try a flanking or guerilla maneuver. Position DD and the coffee as the intelligent alternative for those who choose (not have to, but choose) to spend their money more intelligently. This is why I referenced David Bach’s book, The Automatic Millionaire, and the chapter called The Latte Factor.

DD can still offer the high-end coffee, but it should play to its own strength – good stuff at reasonable prices.

Note that I use DD and $, already starting the repositioning of $tarbucks as an expense you might want to curtail.

I predict the DD campaign will fail to create the desired traffic, and it will be pulled before the end of this year.

**

As always, your comments, questions and suggestions are welcome.

Thanks
Mark Amtower


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