2012 IEDC Annual Conference
9/30/12
International Economic Development Conference
Houston, Texas
September 30, 2012
7:00 am
9:30 am
Noon
2:00 pm
3:30 pm
5:30 pm
7:30 pm
"Selling Your Community" Session
EDC Board Meeting – update on activities
Client Visits Community – pitch community
for project
Rotary Meeting – presentation on local
economy
Prospective Investor Meeting – pitch your
organization’s value
Workforce Development – present Employer
Survey Results
Young Professionals Networking Event
City Council Meeting - Company Incentive
Package
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2012 IEDC Annual Conference
9/30/12
No such thing!
I. “Selling Your Community” Content
II. Fundamental Presentation Skills
III. Sample Presentations from Peers
IV.Key Take-Aways
"Selling Your Community" Session
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2012 IEDC Annual Conference
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Dreams
What’s on
their mind
Desires
Needs
Problems
Questions
Catches
their
attention
Fears
Message Distiller
Answer their problems/fears
What can you say that will address one of your audience’s key
problems, needs or fears?
Answer their
desires/dreams
What can you say
that will address one
of your audience’s
key desires, dreams
or hopes?
Angle it
CORE
MESSAGE
What can you say
that's trendy, news
making or that fits a
theme that matters
to them?
Make it Authentic
Set it Apart
What can you say that sounds
especially authentic coming from
you, based on how they see
you/your reputation/your ethos?
What can you say that sets you
apart – that will make your
audience say, “Nobody else
can say that”?
"Selling Your Community" Session
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2012 IEDC Annual Conference
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Based on the target audience determine:
Value
Proposition
Key
Messages
Unique
points of
difference
Proof
Points
SIMPLE – Is the message easy to understand?
TANGIBLE
– Does the message create a concrete image that can
be proven?
IMPORTANT – Does the message matter to your target audience(s)?
CREDIBLE - Do others believe the message in context of your
community?
KNOWN FOR - Does these message
DIFFERENTIATE your
community (in a positive way)? Does the message LEVERAGE what
you are known for?
"Selling Your Community" Session
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2012 IEDC Annual Conference
"Selling Your Community" Session
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2012 IEDC Annual Conference
Situation
"Selling Your Community" Session
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Action
Result
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2012 IEDC Annual Conference
9 STICKy Message
9 Understand what the
client needs
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9 Tools
9 Maps
9 Case Studies
9 What assets in your
community/region
align to client needs
9 What’s distinctive
I. “Selling Your Community” Content
II. Fundamental Presentation Skills
III. Sample Presentations from Peers
IV.Key Take-Aways
"Selling Your Community" Session
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2012 IEDC Annual Conference
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€ Meeting
with a prospect company or site
selector - goal to influence decision-maker
to choose their community/influence
decision-maker to keep branch location in
their community
€ 90 second networking (1 on
1)“presentation” more informal but
opportunity to sell community
€ Webinar/video conference – any special
tips?
€ Short videos and media interviews
"Selling Your Community" Session
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2012 IEDC Annual Conference
To Report
Updating the audience on a project or event
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To Explain
To Persuade
To Motivate
Detailing how to carry out a process or procedure
Convincing the audience to purchase something or to accept an idea
Inspiring the audience to take some action
The Opening
The Body
The Ending
"Selling Your Community" Session
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2012 IEDC Annual Conference
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Topic: Encouraging employees to use the company fitness center
Quotation
Do you agree with Mark Twain: “I’m pushing 60; that’s enough exercise for me”?
Question
How much do you think the average employee exercises each week? Situation
How much weight would you lose if you did an additional 30 minutes of aerobic activity every day? Story
Here’s why I believe in exercise: three years ago, I lost 55 pounds.
Startling Fact
Visual
Sitting for six or more hours a day increases your chance of death within 15 years by 40%.
(Show a video of the new fitness center.) Criteria
Direct Sequence
Indirect Sequence
Chronology
Cause/Effect/
Solution
Order of Importance
Elimination of Alternatives
"Selling Your Community" Session
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2012 IEDC Annual Conference
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•
•
•
•
Finish on a strong, upbeat note:
Summarize main points
Add a personal appeal
Make recommendations
Discuss next steps
€ Personal Knowledge/Experience
€ Audience and Situational Knowledge
€ Sources and Research
• Interviews- Internet
• Histories- News
€ Visual Support
€ Managing your speaker impressions
• Use to the advantage / benefit of the speaker and
audience~
"Selling Your Community" Session
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2012 IEDC Annual Conference
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€ Kinesics
- gestures, body movement
€ Tactilics - touch
€ Oculesics – eye movement & focus
€ Paralanguage – vocal variations
€ Proxemics - space
€ Chronemics - time
•
•
•
•
•
•
•
"Selling Your Community" Session
Individualism
Time Orientation
Power Distance
Uncertainty Avoidance
Formality
Materialism
Context Sensitivity
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2012 IEDC Annual Conference
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Face-to-Face Meeting
Videoconferencing
Teleconferencing
Phone Call
Voice Message
Blog
Microblog
Brochure
Newsletter
Flier
RICH
IM
LEAN
Online Meeting
In-Person Oral Presentation
Components
|
Video
Vlog
Barriers
Report
|
Email
Mediums
Text Message
|
Ethics
€ Use
video to engage the
audience, illustrate a
point, and make an
emotional appeal
€ Integrate videos into the
presentation
€ Practice using the video
in your presentation
room
Planning
Delivering
"Selling Your Community" Session
|
Organizing
|
Team/Online
|
Visuals
|
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2012 IEDC Annual Conference
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€ Before-
check lighting- volume- areadistractions
€ During-
watch body gestures- vocal
affects- noise issues
€ After-
review all elements (your audience
and you)
€ Consider
shorter
presentations because
people may lose
attention more quickly
€ Keep the audience
engaged
€ Practice with the
technology
€ Plan a backup system
Components
"Selling Your Community" Session
|
Barriers
|
Mediums
|
Ethics
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2012 IEDC Annual Conference
WHO’S LISTENING?
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TARGET AUDIENCE
z Physical
z
noise
Message problems - poor
organization, acronyms, jargon
confusing language
z Presentation problems - nonverbal
effects
"Selling Your Community" Session
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2012 IEDC Annual Conference
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z Inattentiveness
- personal
needs/concerns,
excitement, distraction
z Receiver apprehension – uncertainty
z Challenges of audience diversity
Eliminate‘isms’(ethnocentrism,
sexism, racism) and trigger words
€ Previous
negative experience
€ Limited
time
€ Limited
money
€ Indifference
People will listen, learn, and remember a message
only if it relates to their needs, wants, or wishes.
"Selling Your Community" Session
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2012 IEDC Annual Conference
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Overall speaker impression commitment, adaptation, purpose,
freshness, ethics
€ Substance - worthwhile message
€ Structure - clear, orderly design
€ Presentation - simple, direct, concrete
language; natural, enthusiastic, responsive
delivery
€
"Selling Your Community" Session
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2012 IEDC Annual Conference
€ Inadequate
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€ Problems
with Channels
information
€ Incompetent
Communication
€ Information Overload
€ Poor-Quality
€ Ineffective Goal Setting
Information
€ Communication Anxiety
€ Poor Timing
€ Cultural Barriers
€ Lack of Feedback or
Follow-up
€Initial
Media Statement- Emergency
Response/ Press Release
• Media is the liaison with the public
• Treat Reporters fairly
• Cooperate Professionally
• In a timely manner
• Show your enthusiasm
"Selling Your Community" Session
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2012 IEDC Annual Conference
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€ Name
& Role in the Situation
€ Major Concern- Major Purpose
• Safety of the People and the environment
€ Short Description of Situation
• Use caution with names and details
€ Refer to Communications Expert/
Appreciation to Participants
• Anticipated follow-up
€ Politely Excuse Yourself
€No
Speculation
€Especially if there is
danger/potential cause
€No Industry Jargon or Acronyms
€No Anger
€No, “No Comment”
€Use Negative body language
"Selling Your Community" Session
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2012 IEDC Annual Conference
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€No
Statements on company history,
policy or future
€No Statements Inferring Negligence
by Anyone
€No Casual Conversations or
Interviews
€On
the spot adjustments
• History to the event/ occasion
• Expansion / details to the
occasion
• Questions to/from the Audience
• Story of familiarity
"Selling Your Community" Session
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2012 IEDC Annual Conference
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I. “Selling Your Community” Content
II. Fundamental Presentation Skills
III.Sample Presentations from Peers
IV.Key Take-Aways
Janet M. Mathis
Executive Director
Renew Moline
Moline, IL
"Selling Your Community" Session
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2012 IEDC Annual Conference
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€ What
was the most positive aspects of the
speakers presentation?
€ Did the speaker clearly identify the
objective, and provide a format for their
presentation?
€ Did the speaker speak with purpose/
conviction?
€ Did the speaker provide resources/
outside credibility to the presentation?
Dave Quinn, CEcD
Executive Director
Bastrop Economic
Development Corp
Bastrop, TX
"Selling Your Community" Session
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2012 IEDC Annual Conference
9/30/12
€ What
was the most positive aspects of the
speakers presentation?
€ Did the speaker clearly identify the
objective, and provide a format for their
presentation?
€ Did the speaker speak with purpose/
conviction?
€ Did the speaker provide resources/
outside credibility to the presentation?
I. “Selling Your Community” Content
II. Fundamental Presentation Skills
III. Sample Presentations from Peers
IV.Key Take-Aways
"Selling Your Community" Session
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2012 IEDC Annual Conference
9/30/12
9
Messages that STICK
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Maps! Maps! Maps!
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Stand out = memorable case studies
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Prepare- Practice- Perform
9
Polish & Shine Presentations
9
Speaking without Saying A Word
Suzanne Buck
Allison Larsen
Instructional Assistant
Professor
Valenti School of
Communication
University of Houston
CompetitiveReady
Chabin
(713)743-2874
[email protected]
[email protected]
101 Communications Bldg
Houston, TX 77204-3002
"Selling Your Community" Session
(509)972-0833
@allisonCHABIN
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