The good news is that all the hard work (and billions in tax incentives) expended supporting the “Tech Valley” dream is looking pretty good for the Capital Region’s long term prospects.

The bad news is that you’re probably not going to get a piece of it.

In the strategy sessions we hold with clients at our office, we spend lots of time defining the target market.  Discussing distribution strategies.  Brainstorming tactics.  We argue and debate and ultimately whittle down all the possibilities into a finely honed formula for producing more sales and profits.

And then a client asks one final question; “how will we monetize Global Foundries?”

I get it.  I really do.

The Albany – Schenectady – Troy market is #58 (source: The Nielsen Company) and the transition to a more diversified private sector in our economy has been hard fought.  We have a right to feel good about our wins.  But are we entitled to get a little piece of the action?

No.  No we’re not.

It may not be a popular notion, but as big a win as landing Global Foundries promises to be (along with GE’s planned job growth, Sematech and others), that tide will not lift all boats.  Most of us are still going to have to do the hard work of marketing and selling to our usual customers and pursuing other growth opportunities.

To that end, keep your eyes on the prize – your core customer.  We use a specific tool – called the Audience Decision Matrix – to create the laser focus needed to capture their attention as the economy warms.  Do the work needed to get inside the head of the decision maker and who has their ear.

Learn their routines.  Where they hang.  What they think is important.

Don’t let the Malta miracle distract you.  Stick to the fundamentals.  If you’re meant to get a share of the winnings, then good planning will bring the opportunity to do so into focus.

Here’s one selling a conservative newspaper. Simple design with a focus on a bold headline, teaser copy and a token -

Having seem my share of inter-office envelopes, this one’s caught my attention -

Here are some more envelopes featured on the blog:

Did you know that Albany is the #1 test market in the United States.  Correct-a-mundo.

According to Acxiom’s  last published study in 2004, Albany, NY was the market that best represented the United States population as a whole.

In other words – we’re the most average market in America.

That holds some real advantages for you as a marketer – especially if you market to consumers.  Rolling out new mass-market products in Albany is an excellent place to start.  The test results could well translate to the national market, and “amped-up” ROMI (Return on Marketing Investment)

If that’s you – be thankful we’re so average.

Tens of millions will tune in.  Most for the game.  Regardless – it’s what they call “appointment TV.”  The Olympics start soon too.  American Idol is in full swing.  Fire up the DVR.

Pulling interest and creating loyalty to a group of stars or a certain concept is what network programming is all about.  They seek the magic formula that will get you coming back for every episode.  What gets you to care.

That’s your job too. What gets your customers to care about you?

The Albany Business Review has an article on Price Chopper’s (Golub Corp.) Fuel Advantage program this week.  That’s the program that gives you a discount on gas for shopping with them.  They’ve meshed two things you deeply care about.

Food and Gas.  Basic.

The equation is even clearer for them because local competition is among just a few major brands.  Although they are tough competitors – shopper in this market basically choose from Price Chopper, Hannaford, and WalMart when it comes to supermarkets.

You win the tug of war, more come to you.  Of course, there’s a new match regularly.  Each seeking that little edge over the other.

It’s more difficult to find the caring when you offer a product or service in an exceptionally crowded field.  Or if you’ve basically become a commodity.

Now what?

In this scenario, finding the caring often comes down to who’s the more relevant to the customer.  What are they looking for besides your offering?  Is it comfort and trust.  Personal relationship.  How green you are?  Convenience?  Who your other customers are?

It’s somewhat different in each market category.  Each geography.  Your job is to find it.  Find what’s most relevant to your targets and ensure that your businesses authentically offers it.

For years, saying something is the “Cadillac” of [insert type product of service] said it was the best of the best.  A “Chevy” or a “Honda” (sorry Toyota) means affordable and/or reliable.

Find the caring.  Be real.  And find your customers.

So during last night’s figure skating tuneup (for watching it on TV), my friend asked me an interesting question -

“If you could be any Olympian, in any sport, what would it be?” “I’d like to be able to fly on my feet”, I said, “to win the 100 meter dash and be the world’s fastest human!”

Cool huh? Never happen. But ain’t it fun to dream?

Some businesses though, seem to confuse their dreams with reality.

One research project we completed on the Albany contractor market revealed this example:

This company, a top 5 player, is in on all the major bids in the market. They do good work and win their fair share. But, somewhere deep inside, they dream of being a beautiful showroom, dazzling the public with their offerings rather than embracing the hardhat that pays the bills.

That disconnect between who you really are and who you really want to be can create confusion among customers.

This firm did open a showroom, and our research showed that some of their commercial customers became confused about who they were. And, it cast doubt on whether they were focused enough on their core business to be awarded the next bid – regardless of their pricing. True or not – that’s not the type of doubt you want hanging out there.

There are many, smart tactical approaches you can follow to spread your wings into new markets.

Dreams of being a butterfly can provide ample motivation.  Be sure, however, to first embrace your inner caterpillar.

One thing I really want to know is what makes people tick after 18+ months of this oppressive economy.

So I spent a couple of hours in Borders and picked up a few books to start with.  The one I started this morning already has my mind reeling.  And I’ve only read the introduction.

Here’s why I’m a little freaked:

Greed (money, offers of discounts or “free” things, etc.) may actually interfere with getting a target to do what you want them to do.

Again.  Paying Money or giving something for Free won’t work.

As I find out more I’ll keep you in the loop.  Stay tuned.

Posted by: Steve Banis

Over the next few weeks, we’ll touch on what I believe are some of the trends to look for in business, marketing, the economy, and social dynamics – and how they may affect you.

But first 2009. Wow. Enough said?

I think most would agree that the economy was the story in so many ways. How many banks are there in the country now? 3 maybe? (ok there’s at least a dozen.)

Here in Albany, NY, we saw two democratic state senators switch to the other party – triggering the most embarrassing political fight I’ve ever seen or ever want to see – only to see them switch back and one of them raised to the leadership post. State government erupts while the cities, counties, and towns burn with unemployment and shrinking revenue.

Global warming / climate change takes center stage in Copenhagen and businesses worldwide do their best to wrap themselves in “green causes.”

2009 was also the year that social media supposedly came of age.

While foreign governments shut down the Internet in their countries, citizens ran through the streets and tweeted about what was going on with the help of surrogate computer users in other countries. Cameras showed our national leaders tweeting during the State of the Union.

Of course, 2009 was so much more – suffering and ecstasy. But there was more suffering I think.

What will 2010 bring? There will be a lifting of the economic haze that settled over our country during the last 2 – 3 years. Once that haze lifts off the ground, we shall see the new business landscape.

One topic will be demographics…the continued shift towards an overall older population…a relatively large younger generation raised online…and a shrinking middle class frightened by lots of things.

What else?

• Rising interest rates – but still no money to lend
• Trust first
• Conventional marketing comes back – but moves forward too
• And more…

2010 – ready or not, here it comes.

Posted by: Steve Banis

It seems that many were taking advantage of discounts not necessarily to buy fun gifts for those on their lists, but rather were buying more expensive necessities that they couldn’t afford without the discounts.  For example, sales of vacuums are up.  As are towels and sheets.

Sure there are plenty of LCD TVs moving, but entry-level sets can be had for 50% of what they were last year.  So the splurge is relative.

For current marketers, the implication seems to be that consumer (and most business) purchases will remain in the arena of “gotta have” vs “wanna have.”

Spending is slogging back – so long as interest rates and inflation don’t begin to spike.  Your marketing message ought to emphasize the pent-up demand for obtaining the items that keep things running.  Greater efficiency is nice too, but not at exorbitant cost.  Some reasonable upgrades will makes sense too.

We’ll see how things develop.  But start making plans to come out from your hiding places and keep it down to earth.

Posted by: Steve Banis

A giant peanut may not be your definition of fun, but for many others it may be just the right fit.

Millions of Americans take in one or two of the hundreds of quirky roadside attractions each year. The family roadtrip wouldn’t be the same without it. Neither would sales at the gift shops and local merchants surrounding these landmarks of kitschy architecture. They bet their livelihoods on it.

Business owners are often worried about alienating some portion of the marketplace. “If I focus my marketing towards older customers, that’ll put off the younger end of the market, won’t it?”

Maybe, maybe not.

One thing’s for sure though. If you try to be all things to all people, then you’ll be nothing to nobody. To be successful in your marketing efforts, you’ve got to stand for something. It takes a little courage. But think of it this way.

Square peg, square hole

If you were looking for the best steak in town, would you think first of your local diner or of the place with the picture of a cow out front? Diner’s have huge menus – there’ll be a steak there for sure. But the place with the cow and all the cars in the lot tells you that this is where your red meat craving will be satisfied.

Creating a business of excellence is naturally exclusionary. Developing your detailed expertise, your customer service, even your accounting process is all tailored to fit the unique relationship you have with your customers. It’s not meant to fit every type of customer.

Competing in a crowded market, especially in more difficult times, requires you to focus on the segment of the market that’s the best fit for your business. There are 300 million people in the United States. Almost 30 million businesses. And a couple more outside our borders.

For most, capturing even a small fraction of their market will constitute a huge success.

So don’t worry about pleasing everyone, it’s not possible. It’s not even desirable.  Be who you really are. Be authentic. Strive for excellence – and you’ll attract your kind of people.

You’ll be more profitable and happier for it too.

Posted by: Steve Banis