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
4) Amtower on the Radio

AMTOWER OFF-CENTER OBSERVATIONS

Item: Have a safe and happy Independence Day! And remember our uniformed personnel – donate at www.uso.org .

Item: Please note a new seminar listing for my newsletter under Events, below. While new to this newsletter, Lohfeld Consulting has been offering world-class seminars and consulting since Bob Lohfeld (a world-class guy) opened his doors three years ago. If you need Capture Management, there is no better course available. If you have not had a chance to hear Bob before, listen to my interview with him at www.GovernmentExpress.com (click on GE Radio).

Item: Thanks for noticing – yes, the non-government trade press has been kind to me. Both Entrepreneur magazine (profile with photo) and B2B magazine (extensive quotes in article, including referring to me as the B2G marketing guru!) have me in current issues. Several of the incoming messages referencing one or both articles marveled at my ability to get press. My book, Government Marketing Best Practices, tells you how. I spend at least one hour a week – often up to four, talking to reporters and editors, emailing reporters about articles and developing relationships with these people. Last week one even came out to my house to join my wife and I for lunch. Coverage does not begin overnight, but it does come.

Item: If you want to see a blog that is worth reading, take a look at www.fcw.com/blogs/editior/ . This is the blog for FCW editor Chris Dorobek and is usually short, sweet, to the point, well-written, and occasionally funny.

Item: Through May (so 8 of the 12 months) the SmartPay card has accounted for $11 billion on 16, million transactions. There are currently 299,000 cardholders. A full report will be out when the third quarter is fully posted.

Item: Is it me, or does anyone else out there hate those Plaxo email messages asking you to take a Minute (right!) to update an address file for a friend or acquaintance? I do not fill these out for a couple reasons. First, my contact information is available at my web sites, or at least as much contact information as I choose to give out. Second, I tried to fill one of these out once and it took forever, then it pushed me to use the service. I found the process rude and intrusive. I know it makes it easier for people to update their data – with one click – but count me out.

End of FY advice from my friend. Evan Weisel of Welz and Weisel Communications, Fairfax, VA.

Now is the time to start putting your end of FY plans in action – first, enjoy the 4^th of July holiday tomorrow.  Eat hot dogs and hamburgers, watch fireworks, chase the kids around, and drink your favorite beer or alcoholic beverages – in whatever order you see fit.  On July 5^th you need to start implementing PR and marketing activities that will support your sales force and help them close crucial year-end deals.  You essentially have 90 days to achieve success.  A few thoughts:

• Integrated 90-day campaign: Maximize your marketing dollars by integrating your PR, marketing, advertising and web activities.   Make sure that all activities have the same look and feel and always include information on how to buy.  All should have contact information (if it is a phone number make sure a person not a computer picks up!).  Create campaigns – one advertisement or press release will not work.  Build a plan that offers regular visibility during these last 90 days about special year-end promotions and pricing.

• Press releases: When making announcements, include information that will enable customers to easily buy your product/solution.  This means that you need to include pricing information, contract vehicles, and contact information – phone, email and web site details.  In addition, consider drafting press releases that announce special pricing, product/solution specs, and be sure to include all the details mentioned above on how to make a quick and easy purchase. 

• Tabletop events: The Federal Business Council (FBC) and National Conference Services, Inc. (NCSI) both host tabletop events located on site at agencies and different military bases.  These tend to be low-cost, high-impact events and you get the attendee contact list in order to follow up post event. 

• Government User Day: Invite current and existing customers to a user day in Washington DC.  Bring in partners, government speakers to attract attendees.  This does not need to be an elaborate event - provide product demonstrations, have existing customers share their experiences, etc.  Serve breakfast or lunch – people like to eat!

• Webinars: Partner with a Federal publication and host a webinar.  Federal Computer Week and Government Computer News both offer highly effective webinars.  Don’t make it a direct sales pitch - to succeed, bring in a customer or two to talk about how the product/solution is helping them address a problem.  On the back end you can close by providing a couple minutes on the product/solution and how to buy.  In addition to the actual webinar, the publications do a great job promoting the event.

Remember that this is a “use it or lose it” time for government agencies.  If they don’t spend it now their next year’s budget will be reduced – they want to spend their money, so make them spend it with you.   One last thought – these are sample activities that companies should be doing all year round.

Evan Weisel
www.w2comm.com
703-218-3555

Marketing that does not lead to revenue reward is a HUGE waste of time and money.

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.

July 6, GSA Federal Technology Day – NY, Javits Bldg,
http://www.fbcinc.com/event.asp?eventid=Q6UJ9A00B4Q7

July 18-19 FBI Information Security Officer Training Symposium
http://www.fbcinc.com/event.asp?eventid=Q6UJ9A00AKHH

July 19, 2006, 8 AM - 4:30 PM Capture Management for Government Contractors at the Tower Club in Vienna, VA, $595 per registrant
http://www.lohfeldconsulting.com/events_training.php

AMTOWER ON THE RADIO

The Amtower Marketing Report Monday 5-6 PM on WBIS 1190 AM (Annapolis Md, simulcast on www.WBIS1190.com ). Amtower on Success airs Wednesdays from 9-10 AM and will be archived at www.FederalDirect.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