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) Smart Pay Update
4) Events Worth Attending

AMTOWER OFF-CENTER OBSERVATIONS

Item: I would like to remind everyone of the upcoming Women in Technology annual marketing seminar this week. I am honored to be moderating a panel of extraordinary women, including Lou Anne Brossman of Juniper Networks, Ann-Marie Clark of CDWG, Lisa Dezzutti of Market Connections, and Pamela Graff of SAIC. If there are seats left, see Events below and get one!

Item: Market Connections is releasing its annual 2006 Federal IT Marketing Report, which shows the various influencers involved when Feds are making buying decisions. I look forward to this each year (this is year 6) and it is money well spent.

Item: ENC Marketing (www.encmarketing.com ) tells me they will be continuing their quarterly marketing seminar this spring. Stay tuned.

Item: Several people have asked me if I have a feud going with Tom Temin. Plain and simple: no. I spoke at FOSE, Tom and I speak regularly, and he is a great editor and excellent resource for this market. Do I agree with everything Tom or PostNewsweek Tech does? No. I have probably had every editor and publisher in town angry with me at one time or another. Does Tom agree with me all the time? No. Does anyone? Not likely. I am an equal opportunity offender: do something really silly and you will probably end up in this newsletter. Part of the objective of my publication is to make people look at things differently, and hopefully, learn from doing so. Will I irritate someone today? Probably - see The Good the Bad and the Ugly and judge for yourself. Did I do this to be mean? I hope not. Will you agree with my point of view? Who knows – write and tell me after you read it.

Not that I have an opinion.

To be Discussed: A full page advertisement in 4/10/06 Federal Computer Week, featuring a 1960s vintage yellow VW bus covered with flowers and with flower power written on the side. Banner over the front of the bus: Gov Love.. Top text reads: To our Federal Customers – we just wanted to tell you how much we enjoy working with you! You can continue to expect more from GovConnection. Thank you for all that you do. And thanks for showing us the love, man.

Background: A couple years ago, Gov Connection lost its GSA Schedule, At this point, why they lost the Schedule does not matter.  They dropped from $62 million in GSA sales in FY 2002 to under $15 million in FY 2005, with the Schedule loss roughly in the middle of this timeframe  Admittedly, GovConnection has other contracts, but using the Schedule as a barometer, they are hurting. Marketshare has dropped, and something has to happen.

The Solution?  A VW love bus. This ad will make you stop and stare. Without a doubt it gets your attention. But what does that attention get you? Warm, fuzzy feelings? Not from the largest buyer of computer products in the government, DOD, man.

If the purpose of this advertisement is to get attention, it is a winner. The ad makes you stop and look.

If the purpose of this ad is to connect with the buyer, I think it is a loser.

Five months are reported for FY 2006 on the SmartPay small purchase credit card, with a total of $6.65 billion. A good number, but about $37 million less than this time last year. There are currently 298,822 cardholders vs 303,184 cardholders for this time period in 2005. There are also almost 800,000 fewer purchases YTD. If this trend continues we will have 2,000 fewer purchases on the credit card this year, and the spending will be flat, or down slightly. The average per purchase amount, because of fewer cardholders and fewer purchases, will be up.

Fair Warning: if any verbally flatulent candidate for public office uses this program as a scapegoat in the upcoming campaign, they will hear from me in as many ways as I can come up with. I am a big fan of this program, and do not appreciate in any way someone using an occasional misstep as an occasion to make political hay.

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.

April 26, Women In Technology – Exploring Effective Government Strategies, Tysons Corner Marriott, 7:30 AM- 10 AM, www.WomenInTechnology.org This is a panel on marketing with Lisa Dezzutti (Maerket Connections, LouAnne Brossman (Juniper Networks),  Ann_Marie Clark (CDW-G), and Pamela Graff (SAIC). I am the moderator.

April 25-27, GovSec, DC Convention Center. Among the keynoters, one of my favorites, Commander Richard Marcinko, former US Navy Seal, founder of Seal Team Six and Red Cell. Another highlight for those, like me, who collect signed first editions from favorite authors, seven authors will be signing their respective books on security, terrorism and more. www.GovSecInfo.com

May 2-4, 15^th Annual Global INFOSEC Partnership Conference http://www.fbcinc.com/event.asp?eventid=Q6UJ9A00AYU6

May 2-5, Air Force Space Command Information Assurance Summit 2006, http://www.fbcinc.com/iasummit/default.asp

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

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

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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