The Amtower Report

(The Amtower Report is an e-journal on the Business-to-Government market featuring the opinions of Mark Amtower, and occasionally reader comments. This newsletter is only sent to those who request it. Sign up for your free subscription at http://www.FederalDirect.net and if you like this newsletter, please pass it along to your colleagues. To unsubscribe, see directions below. The newsletter is posted each Monday at www.FederalDirect.net, and the latest “Off-Center Observations” is on the home page. All back 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
3) Events Worth Attending

AMTOWER OFF-CENTER OBSERVATIONS

Item: ENC Marketing is hosting a government marketing seminar tomorrow.  (May 9). The seminar focuses on teaming arrangements and includes speakers from the systems integration community. This is an important area and it should be a good seminar.

Item: I would like reader feedback if you saw the Contracting 101 article in Government Executive. If you have time to look at it online, go to http://www.govexec.com/features/0406-15/0406-15na1.htm  and let me know what you think.

Item: Marketing veteran and Amtower friend Geoff Livingston has opened his on marketing firm, Livingston Communications. His blog, Diary of an Ad Man, is already picking up traffic. Check it out at http://www.LivingstonBuzz.com .

Item: One more sign that RFID will go from warm to relatively hot this year: Lockheed bought Savi Technology, a significant player in the tracking of shipments.

Item: I Rely on GTSI has returned (the ad campaign, FCW, May 1, page 23). The intriguing aspect of this ad is the Brad Pitt and Angelina Jolie look-alikes in the ad for a Sun security product. Access is denied to Brad and access is granted to Angelina. If you saw this ad, please let me know what you think.

Item: Something we do not see as often as we used to – a protest over a contract award. This one is from Multimax over the Army ITES-2S award to 11 vendors two weeks ago. What will happen? Who knows, but my guess is that if Multimax wins, and gets part of the bid, they will realize the fewest dollars from the contract. Follow the bid at your favorite government IT publication.

Item: Regarding the GovConnection Gov-Love ad, there was no consensus (or any follow-up ads, yet). While I remain a unconvinced that this ad was in any way good, I guess it is OK to Party On, Dudes!

Item: It appears as though a cottage industry is forming in the aftermath of the Abramoff scandal. Stories about sexual favors for Rep Randy Cunningham have hit the papers in the San Francisco bay area and have become something of an ongoing saga. The reports (delivered by Google, usually when I am looking for Government Contracts!) promise that there is more to come and that many of those in Congress will be further tainted by the scandal. Look for Abramoff to be one of the most referenced names in the upcoming campaign. Does anyone out there recall what I wrote in Federal Computer Week two years back about wishing more wrestlers (a la Jesse Ventura, the anti-PAC-man) would run for office? Anyone have the same wish?

Not that I have an opinion.

I have recently finished two good business books: The White Paper Marketing Handbook (from the prolific Robert W Bly) and Steal these Ideas (from Steve Cone).

In Steal These Ideas!, marketer Steve Cone (currently with a major financial services provider, recounts many stories from multiple media. Though there is nothing related to the government market in here, this is book provides real-life lessons that anyone can learn from, and every marketer who picks it up will enjoy it. It is a fun – and funny- read. I suggest reading this with a high-liter, post-its (to flag certain pages), and a note pad, as you will be able to do as the title instructs and put some of these ideas to work for you. As I mentioned in my Amazon review, this one is already in my –re-read stack.

In The White Paper Marketing handbook, master copywriter Robert W Bly (I interviewed Bob on my radio show on April 24 and the show will be in the GE Radio section at www.GovernmentExpress.com by Wednesday) goes through a brief history of white papers (one of the first written by Winston Churchill) through the uses of them today. This is very much a How To and Why To book: how to do it and why you should do it. Bly also gets into the variations (tip sheets, booklets, etc), and has a ton of examples throughout this easy to read book.

In our market White Papers, when done properly, can be an excellent lead generator. When they are properly used as a pure information tool, providing valuable information, you become a more credible provider of goods and services in your niche. You have created something which helps the buyer with the buying decision process.

When they are produced to be a sales tool as opposed to an information tool, you and your company will become less credible. Still, there will be those who insist on the dual use: information and then a heavy dose of sales, and the reader will see through this thinly veiled attempt to push a specific solution. Those looking for the perpetual shortcut and succumbing to this technique are intellectually and experientially better suited to sitting next to a microphone asking if you would like fries with your order. They will never become thought leaders in their respective fields.

Both of these books are worth your hard earned dollars and your ever-shrinking time. Sit down and read these and come up with some cost-effective quality lead generators.

Beware of the schlock vendors, producing minimal value events, events that eat your money with no significant return! The events listed below are among those I think are worth your time, money and effort. Just because an event is not listed below does not imply it is not worth attending. If you want my opinion on a specific event or producer, call me. This topic is addressed more thoroughly in the members section at www.GovernmentMarketingBestPractices.com.

May 9, Smart Marketing--The Prime Perspective on Teaming, ENC Marketing www.encmarketing.com

May 16, Medical Credentialing: Are We Ready? ITAA http://www.itaa.org/events/event.cfm?EventID=1621

May 16-17, Getting Results from the Government-Contractor (Multisector) Workforce,  http://www.digitalgovernment.com/

June 6, 2006: Coalition for Government Procurement Spring Conference, McLean Hilton, www.thecgp.org

June 15, Government Leaders at the Helm, Women in Technology, www.WomenInTechnology.org

June 20, GovCon, McLean Hilton, (all day) Fairfax County Chamber of Commerce www.gconseries.com

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

Thanks
Mark Amtower

The Amtower Report is published by Amtower & Company, and is written for companies targeting the government marketplace. The opinions expressed are those of Mark Amtower unless otherwise noted. Contact us at Amtower & Company, PO Box 314, Highland, MD 20777-0314 (301-924-0058). This material is copyrighted and may not be duplicated, reprinted or otherwise replicated without written permission of the publisher. Email subscriptions are free by request: sign up at www.FederalDirect.net