Five Creative Ways to Reach the Federal Government

Brian Chidester_65x85by Brian Chidester, Manager, Strategic Accounts & Content Marketing

One common trend we have expounded upon in length recently is the shrinking number of touchpoints with both C-level and end-user government personnel, due in large part to the reduction in travel to conferences and events. Understanding where these “govies” go for information is one great way to ensure that you are reaching them and that your message is being seen or heard.

BlogPost_MainPageImageFollowing a review of the 2014 Federal Media & Marketing Study, which highlighted key trends for where and how
Federal government employees consume content and information, some interesting information came out of it. For one, statistics from the report noted that print is not dead in the Federal market. While circulations have decreased in the past decade, publications including Government Executive and Federal Times are still being heavily read. In fact, nearly half of all surveyed read both of these publications. Additionally, with 80% of “govies” utilizing their mobile device for information, this can be a unique way to reach them like never before.

Here are five other creative ways to reach the Federal government audience in places they are engaging within.

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Marketing Tips for Recruiting Public Sector Channel Partners

Brian Chidester_65x85by Brian Chidester, Manager, Strategic Accounts & Content Marketing

Channel partners can grow a manufacturer’s sales and spread its message about products or services. But to have an effective channel partner program, manufacturers must recruit the right channel partners to achieve their goals.

Brian Public Sector Blog

As a technology manufacturer, you may know what you require in a channel partner. But how do you find the right partners for your program?

Like most marketing activities, you need a list of potential prospects. There are two primary ways to get there: generate your own list from research and recruitment activities, or obtain an existing list from someone else.

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Five Tips for Effective Content Marketing Campaigns

Brian Chidester_65x85by Brian Chidester, Manager, Strategic Accounts & Content Marketing

5-Simple-Tips-to-Help-Your-Content-Marketing-Strategy

No matter who you are targeting within the Government, there is a diminishing availability of reaching your audience, which makes every touchpoint you have with them important. Figuring out the type of information these prospects are looking for can be tricky, but if executed effectively can go a long way to optimizing your marketing efforts.

Here are five content marketing tips to consider when trying to enhance your marketing efforts:

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Are Your Customers Cut Off from the Outside World?

Photo of Allan Rubinby Allan Rubin, Vice President, Marketing

 What a winter. DC is shutting down more frequently. Regular routes are impassable. The people you need to reach are unable to travel, meet face-to-face, or interact without the use of electronic or telephonic means. And those lines of communication are getting more and more overwhelmed.

DCSnowOh, I’m not talking about the current snowstorm that’s pummeling the Washington metro region (again) or the institutional government shutdown we faced in October. The storm to which I refer is equally treacherous for government marketing and sales professionals. It’s the one that keeps our prospects and customers from attending conferences, speaking at your events, accepting meeting requests, or interacting with you in a consistent, predictable, and productive way.

Washington Technology recently published its Insider Report on 2014 Trends in Government Purchasing. The report is based on an extensive survey of government officials in which they were asked about purchasing plans in areas such as cyber security, infrastructure, and mobility, as well as anticipated challenges for the coming year.

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10 Tips to Make Your Government Events More Successful

photo_Allan-Rubin_65x85by Allan Rubin, Vice President, Marketing

Several weeks ago I participated as a panelist at two events for government marketing professionals. At both the Mid-Atlantic Marketing Summit, and the GovMark Council‘s panel on Life After Tradeshows Part II, much of the conversation focused on how marketers were dealing with decreased attendance from government attendees at live events.

Those in attendance shared common questions and angst. How long will the events drought last? What impact will Sequestration have? How do I get government speakers to commit and government employees to attend? How can I use money that was earmarked for cancelled trade shows to support my sales pipeline? Will virtual conferences replace in-person events? What should I tell my sales team?

In May, many of us saw continued validation of our concerns at Market Connections’ presentation of its 2013 Federal Media and Marketing Study. The study confirmed that trade show and conference attendance is down. Specifically, “more than half (52%) of federal decision-makers did not attend any trade shows or events last year, while those who attended 1-3 events (41%) and more than 4 events (8%) are down from 49% and 11% respectively.” (FedConnects has a summary of the overall study, which covers a broad spectrum of federal media options.) Check out the infographic from Market Connections (below) which might be useful if you need to explain current market conditions to your corporate marketing office.

Our advice for technology manufacturers and their channel partners has been consistent in the face of this upheaval. As I mentioned at the panel discussions, events should still have a place in your marketing mix and can be successful as long as you:

  1. Ensure your content — and your marketing messages — are both relevant and targeted to what your audience cares about;
  2. Think small: emphasize quality over quantity and make sure the RIGHT people are invited (HINT: this requires homework on your part);
  3. Make it easy for your government customers and prospects to attend by keeping your events local, accessible, low-cost, and light on flash;
  4. Incorporate a virtual component for those who can’t leave the office;
  5. Bring your event to your customers through an on-site presence in their own facility (look to Federal Business Council for a list of upcoming on-site tabletop events);
  6. Team with complementary vendors to draw a larger crowd and improve your chances of attracting a credible government panel;
  7. Consider pulling in a media company to host your event for you: we’ve had success working with companies such as FedInsider, 1105 Media, FedScoop, MeriTalk, and Government Executive;
  8. Use this uncertain time (and budget from cancelled trade shows, if possible) to your advantage to test new approaches;
  9. Re-set expectations internally about what you can (and cannot) accomplish relative to registration numbers, quantity of attendees, and show-up rates; and
  10. If you’re an immixGroup client, call us. We have a number of plug-and-play event programs that can help you grow your sales.

If I missed a good tip, please post a comment to share with our readers!

Government Events for Contractors

Government Events for Contractors

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