Courting Texas
Published By Specht Newspapers, Inc
The Heartbeat of Northwest Louisiana Growth
May 2013
Campaign Takes Aim At Dallas-Ft. Worth
DELIVERED TO BUSINESS LEADERS THROUGHOUT SHREVEPORT-BOSSIER
2 | May 2013 | BUSINESS MONTHLY
PERSPECTIVE THE FIRST WORD
Doesn’t Everyone Hear/See My Ad When it Airs/Runs?
When my Dad was first in the Convention and Tourist Bureau to newspaper advertising business, attract more visitors from our he witnessed a amazing lesson in west. perception. This comprehensive plan The local radio station would give a free radio to DAVID SPECHT JR. each advertiser who signed a contract with them. The salesperson would bring the radio into the business and actually plug it in and turn it on. There was only one catch — the radio only picked up that particular station. It was a brilliant move. involves several different adverDad later explained that when tising media and is aimed at the advertiser would hear his ad showcasing the great things our on the radio, he assumed everyarea has to offer. one else heard it also. However, don’t expect an onlThis happens in other areas of sought of visitors within hours of our lives as well. the campaign going “live.” It Have you ever bought a new rarely works that way. car different from your current We are excited to see the model? As soon as you finish sign- results of this campaign over ing the papers and drive it off the time. We are blessed to have such lot, you see car after car that an active tourist bureau. looks just like it. Did everyone When we stop for a moment decide to buy that model the same and look at what our area has to time as you? offer, we truly are a “tourist destiThis brings up a valuable marnation.” keting lesson. Some people simply Telling others about this is won’t see (or hear) your message what the Tourist Bureau is all today, but they might tomorrow. about. Whenever they are ready, they Consistency is the key. It will see (and respond) to your always has been. message. On the other side of the coin, DAVID SPECHT JR. is President of Specht just because you see (or hear) Newspapers, Inc. Read his blog about leadership your message, doesn’t mean othat www.DavidASpecht.com He may be reached ers do — at least not until they via email at dspecht@bossierpress.com. are ready to receive it. In this edition of Business Monthly, we highlight efforts by the Shreveport-Bossier
Opinion
BUSINESS MONTHLY| May 2013 | 3
ON THE COVER
TOURISM
BRINGING THE VISITORS TO TOWN
CONTENTS
What do you do when you are a ‘best kept secret?’ The Shreveport-Bossier Convention and Tourist Bureau is making sure the “Secret is out” in Texas
...Starting on Page 5
FEATURES
5
13
To Dallas with Love Advertising Campaign Aimed at Attracting Texans
New Stuff to Do Explore Shreveport-Bossier’s Newest Attractions, Venues
PERSPECTIVE
3 7 8
14 18
IT’S COMING...
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The First Word Doesn’t Everyone See/Hear When My Ad Airs/Runs?
From the Bossier Chamber Casinos and Local Tourism
Marketing BS (Bossier-Shreveport) Pursuing the Big Elephant UnCommonSense Marketing What WIll Tourists Learn About You Online? Win-Win Powertools The Little Things Make All the Difference
Volume 4, Number 2
©Copyright 2013 by Specht Newspapers, Inc. All rights reserved. Business Monthly is published each month by Specht Newspapers, Inc. at 4250 Viking Drive, Bossier City, LA 71111. Telephone (318) 747-7900. Information in this publication is gathered from sources considered to be reliable, but the accuracy and completeness of the information cannot be guaranteed.
FEATURE
To Dallas with Love TOURISM
Advertising Campaign Aimed to Attract Texans
BY SEAN GREEN roughly 60 hotels, all casinos, the Louisiana
Tourism is vital to Shreveport-Bossier, and in order to protect and promote the area, local businesses are putting their money where their collective mouth is to make the S-BC a regional must-see. The Shreveport-Bossier Convention and Tourism Bureau is working with area casinos, hotels, and other entertainment providers to blanket the Dallas-Ft. Worth market with a message — visit and stay in Shreveport-Bossier. “We want to increase the awareness, visitations, and overnight stays,” said Brandy Evans, vice president of communications for the SBCTB. The SBCTB has given the opportunity for
Boardwalk, Downtown Development, Mudbug Madness, the Bossier Arts Council, and Let the Good Times Roll Festival among others to advertise themselves under a singular marketing promotion in east Texas. “We’ve gone to our media partners in that area and said, ‘Give us a price we can offer to our partners,’” said Evans. “Our partners can come on and spend at whatever level they feel comfortable with.” This replaces the old method of having casinos each contribute an equal amount of dollars towards the overall marketing effort. “More recently, casinos were getting hung up on equal amounts idea — for example, DiamondJacks doesn’t have the same number of hotel rooms as Horseshoe — so the feeling was it was less equal,” said Evans. “But we all felt strongly we needed to be advertising in that region, so we decided to give our partners who bought in a really cut-
rate price to market themselves.” Evans said the more partners that buy in, the more visibility and the bigger the campaign. “It gives us a much larger presence in the market. By the bureau underwriting the cost and getting partners to come in, we can have a much larger presence in Dallas to drive overnight visitations.” The SBCTB has designed their campaign around digital billboards, radio, and website banner ads. The billboards will cost $2,575 per month for six boards and run through July 4 to push summer events. The SBCTB picked high traffic, high volume areas. For example, one of the boards is just north of downtown Dallas with weekly impressions of 653,221, one east of downtown Dallas is seen by 726,094 people, and another northwest of
See Advertising, Page 6 BUSINESS MONTHLY| May 2013 | 5
FEATURE
TOURISM
Advertising: New Campaign using traditonal, digital options Continued from Page 5
downtown Dallas has 743,697 eyes who see it coming and going. Radio advertising will run on KRNB FM and Clear Channel stations in the classic rock, urban adult contemporary, adult contemporary, and mainstream rock formats from May through July and again on Sept. 23 to just past the Red River Revel in October. Online banner ads are priced AT $2,500 for one million impressions, $5,000 for two million impressions, and $7,500 for three million impressions.These ads will be targeted at Oklahoma City, Tulsa, Houston, Dallas-FW, and the east Texas MSA. “We want to drive wesbsite visitations to look at statistics and measure if the web banner program moved numbers for that market,” said Evans. “I want people to be Googling Shreveport-Bossier and visiting our website.” This specific area has been targeted because Indian casinos are siphoning off visitors to the Shreveport-Bossier market.
6 | May 2013 | BUSINESS MONTHLY
“Oklahoma casinos are spending quite a bit of money in that market, so this is an attempt at awareness,” said Evans. “We’re hoping this is a reminder, because what separates us from competitors is we’re a destination — we have
other things to do besides casinos.” Evans said results won’t be known for a little while, and the SBCTB is leaving the tracking of the marketing effort up to the partners. “I’m hoping my partners who come on board will track who comes on their property,” she said. “I don’t get to count the visitors as they’re coming in, but I can count hotel room occupancy.” SEAN GREEN is managing editor of the Bossier Press-Tribune and a contributor to Business Monthly. He may be reached via email at sean@nwlabusiness.com
PERSPECTIVE
FROM THE BOSSIER CHAMBER
Casinos Rely Upon, Drive Tourism in Local Area
Shreveport/Bossier is the secondburden of coming up with the “gamelargest tourist destination in the changer.” How do we increase the state of Louisiana, coming right in admissions? Entice people from behind New Orleans. What draws going to Oklahoma? In the last couvisitors to our area? We have culple of years we have seen the additure-rich festivals, shopping, incredition of a world-renown poker tournable dining and last but not least, non-stop gaming. The ROD CENTERS five casino riverboats, soon-tobe six, and Harrah’s Louisiana Downs offer visitors a chance to test Lady Luck on over 7,000 slot machines and 200 table games. They not only offer gaming but dining and over 2,000 hotel rooms. The casinos in Shreveport/Bossier supply and rely on the tourism we see each year. They feed on the tourism ment and bigger name entertaincreated by festivals, sporting events, ment visiting the casinos. We have concerts, and more. They supply sup- also seen new promotions that bring port to the tourism economy through the guests back daily. their marketing programs with Each casino fights for a bigger cut Texas residents as a major target. of market share, wanting to obviousBillboards along major highways in ly increase their own, but also relyTexas encourage visitors with eye ing on each other. A significant catching promotions. Direct mail number of casino visitors will spread efforts reach on average a 300 mile their play among the other casinos. radius from our area to entice repeat The challenge is to gain their loyalty. visits. With loyalty comes repeat visits and With that being said, the gaming this benefits not only the casino but revenue as whole for this area is local tourism. down 3% year-over-year. The casinos in Oklahoma have had a significant impact as they offer the gamblers of the Dallas/Ft. Worth metroROD CENTERS, of Boomtown Casino and Hotel, is politan area gaming avenues only 35 Investtor Relations for the Bossier Chamber of minutes away versus 3 hours to us. Commerce. Because of this the casinos have the
Opinion
BUSINESS MONTHLY| May 2013 | 7
PERSPECTIVE
MARKETING B-S (BOSSIER-SHREVEPORT)
Pursuing the ‘Big Elephant’
As salespeople, we are all attuned to the “Big Elephant” (ie: those accounts that we feel like we just have to have in order for us to be considered a success....those accounts that we just know without a doubt can help us to meet almost all of our sales goals and objectives...if we could just sell this one account. If we could just sell these people, then we could just forget everything else. This is common place....it happens. In sales, it is only natural to feel this way and to get caught up in this type of sales strategy. However, this is not a recipe for long term success. As we have previously discussed, a total focus and pursuit of only the “Big Elephant” accounts can be one of the top reasons for sales rep failure. We have often heard it said that someone failed because they could not see the big picture. This is a true and also very important factor to consider. However, when our total focus is only on the big picture, we are most definitely overlooking many smaller things that will help us to get further ahead... to get to where we truly want to be in the long run.....to meet our goals and objectives......and also 8 | May 2013 | BUSINESS MONTHLY
RANDY E. BROWN
often not easy. It takes a lot of time, persistence and effort in order to land the big account. Something else to consider: how equipped are you to go after the big account? Do you have the proper tools and training? Pursuing the “Big Account”...the “Heavy Hitter,” as my Dad always says, is like going hunting....are you prepared for the hunt? Do you have the right ammunition to hit your target? In pursuing the “Big Account” .... the “Big Elephant,” you also have to strongly consider the loyalty factor that comes into play. In this segment of the market, these “Big Elephants” ..... the “Heavy Hitters” are often very sensitive to pricing due to their large volume of business and therefore, you run the risk of being out the door just as soon as a competitor comes in with a lower price. It is always important, of course, to build as great of a relationship as possible with these “Big Accounts,” but a great relationship so often may just not be good enough in this segment of your customer base. So, if all of your eggs are in this
Opinion
to meet the needs of our customers in doing the best possible job for them that we possibly can do. Though we all need the “Big Elephant,” we also need the smaller accounts and in the long run, multiple smaller accounts can in fact be the ticket to our real long term success. We are all familiar with the 80/20rule. This rule holds true in almost any way and by any standard by which we choose to apply it. As such, 80% of your business will come from only 20% of your customers. So, the real fact is, we need the small accounts too....mixed in with the big accounts. The big accounts are not easy to land. I did not say impossible... just
one basket or a just a few “Heavy Hitter” baskets (ie: big accounts), then your sales can take a catastrophic hit in a negative direction if this possibility does in fact become a reality. If you are not constantly pursuing accounts of all types... big and small...new leads.... new opportunities...as opposed to just concentrating on only the “Big Elephants,” then you are not going to consistently meet your sales targets/objectives in the long run. When the “Big Elephants” desert you.....leave you “high and dry” (and they will definitely come and go), you have to have somewhere else to go......or else. These “Big Elephants” can not be your total focus....or else.......don’t let this happen to you..... RANDY BROWN is Advertising Manager of the Bossier Press-Tribune and an 11-year veteran of marketing and media in Northwest Louisiana. He may be reached via email at rbrown@bossierpress.com.
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New Things to Do Locally
PERSPECTIVE TOURISM
Explore Shreveport-Bossier’s New Attractions
These days, taking that family vacation or weekend getaway can put a strain on anyone’s pocket. Fortunately, Shreveport-Bossier residents don’t have to travel far for a variety of great attractions. Turn your vacation into a “staycation,” become a tourist in your own town and check out some of the newest hot spots:
Jimmy Buffet’s Margaritaville
The highly-anticipated casino makes its debut in June, packing 19 acres of thrilling entertainment and fun with it. The Bossier City gaming destination will feature a 30,000 square foot, single-level casino with more than 1,300 slot machines and 46 table games. In addition, Margaritaville will include a spacious 18-story, 396-room hotel, live entertainment, a man-made volcano and more. The casino resort is conveniently located next to the Louisiana Boardwalk Shopping Center, the area’s largest outdoor shopping venue at 777 Margaritaville Way.
DONECIA PEA
Opinion Boom or Bust Byway
For an off-the-beaten path adventure, learn about the region’s agricultural past, oil and gas “boomtowns” and present-day recreational lakes and bayous with this unique tour. The 130-mile route along La. Hwy. 2 features interpretive kiosks with information panels that tell the stories of Vivian, Plain Dealing, Sarepta and Homer. Just stop by the Shreveport-Bossier Convention and Tourist Bureau’s downtown office at 629 Spring St. in Shreveport to pick up a Boom or Bust Byway Scenic GPS Ranger, available in English, Spanish and
French translations. Or search “N La Byways” to download the app on your smartphone and you’re good to go.
New restaurants
Bossier City’s restaurant scene is in full bloom with new eateries popping up everywhere. Take a bite at The Garden Grille and Bar, located inside of the Hilton Garden Inn/Homewood Suites by Hilton in Bossier at 2015 Old Minden Road. The restaurant is already a favorite spot for everything from downhome daily plate lunch specials to sophisticated dinner options. Meanwhile, beer lovers will want to stop by Daq’s Wings and Grill where they can choose from 24 beers on tap and chow down on southern favorites including po-boys, chicken and alligator dishes. The bar and grill is located at 1705 Old Minden Road.
Gators and Friends
Gators and Friends is offering up something special this summer, a
new zip line tour of their alligator park and exotic zoo, located at off of U.S. Hwy. 80 in Greenwood. The zip line tour will open mid-May, bringing a scenic view of their unique park to those adventurous enough to try. For those who are new to the concept, a zip line consists of a pulley suspended on a cable, mounted on an incline, allowing the rider to cover a lot of ground in a short amount of time. The tour usually lasts about one and a half hours and is usually operated in groups of six to ten people. The cost is $69.95 per person and includes the full zip line tour and admission to the park. For more “staycation” ideas, check out the online 2013 Visitors Guide at visitors-guide.shreveportbossier.org. For monthly updates on area attractions and events, subscribe to the Getaways e-newsletter at www.shreveport-bossier.org.
DONECIA PEA works with media relations at the Shreveport-Bossier Convention and Tourist Bureau. BUSINESS MONTHLY| May 2013 | 13
PERSPECTIVE UN-COMMON SENSE MARKETING
What Will Tourists Learn About You Online?
Imagine you are a tourist and have just arrived in a new town. Where do you look to find out what is going on? How do you find out about the great local restaurants, bars, stores, spas or other entertainment venues? You could check out the traditional sources like the front desk of your hotel, a newspaper, local news, possibly even a Chamber website. Or maybe you are like many these days and pull out your cell phone. It’s quick and easy to go to one of the many websites or apps that give local information and reviews. A visitor often makes their decision based on what they are seeing online. People are visiting your business already and leaving comments about their experience. You had better be paying attention! If you own a local business, wouldn’t you like to capture some of the tourist traffic? Our area draws in lots of visitors for the many festivals, concerts, parades, 14 | May 2013 | BUSINESS MONTHLY
AMY KINNAIRD
Make sure your page has excellent photos and/or graphics, and that it takes advantage of the twelve custom app areas. Some popular local uses of Facebook apps are links to your website, a calendar of events, or displaying your menu. Of course the variety of content you post is most important. You don’t just get to ask everyone to shop with you! Talk about things going on in the community, and help promote your neighbor businesses. Include lots of pictures, videos, and other engaging items. Are you on Yelp or Urban Spoon? Have you checked into the Google+ Local app? These are all examples of location based apps, and visitors are leaving comments and reading reviews there. Start a blog. Not only is this great “Google juice,” but it gives the readers a chance to get to know
Opinion
casinos, and conferences. You need to make your presence known in the online world in order to attract the flocks of people visiting our community. Here are a few things you can do. Make sure your website is up to date with current information. Are you having a special event? A big sale? Showcase it there. Jump into the world of social media and create a great Facebook page. Most people are on Facebook and will look for you there anyway.
you better. Let them see the human side of your business. Do you have an email newsletter? There are a lot of inexpensive options for this. It’s a great way to keep customers and returning visitors in the loop about what is happening. You could include coupons, too. This keeps your business top of mind and provides that “drip marketing” that is so important. We have so much to be proud of in Northwest Louisiana, and we all need your business to be a part of that success. Take time to check off a few of these things and enjoy attracting more of the tourist market.
AMY KINNAIRD is the owner of Uncommon Sense Marketing. She is a self-proclaimed Social Media Evangelist. You can reach Amy at amy@uncommonsensemarketing.com.
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PERSPECTIVE FINANCIAL FOCUS
Can You Turn ‘Be a Millionaire Day’ into Reality?
If you look hard enough, you can find many obscure holidays, but few of them can instantly capture people’s interest as much as Be a Millionaire Day, which is “celebrated” on May 20. While amassing a million WIL ADAMS dollars may not be as significant a milestone as it used to be, most of us would still feel pleased if we could someday attain “millionaire” status. While there are no perfect formulas or guarantees, here are some steps to consider when working toward any investment goal: Put time on your side. The earlier you begin saving and investing, the better your chances of reaching your financial goal. You can’t expect to “strike it rich” immediately with any single investment, but by investing year in and year out, and by choosing quality investment vehicles, you have the opportunity to achieve growth over time. Pay yourself first. If you wait until you “have a little extra money lying around” before you invest, you may well never invest. Instead, try to “pay yourself first.” Each month, move some money automatically from a checking or savings account into an investment. When you’re first starting out in the working world, you might not be able to afford much, but as you advance in your career, you can increase your contributions. Control your debts. It’s easier said than done, but if you can keep a lid on your debt payments, you’ll have more money with which to invest. Take advantage of tax deferral. When you invest in tax-deferred vehicles, such as a traditional Individual Retirement Account (IRA) and your 401(k) or similar employer-sponsored retirement plan, your money has the opportunity to grow faster than it would if placed in an investment on which you paid taxes each year. Of course, when you start taking withdrawals, presumably at retirement, you’ll have to pay taxes, but by then, you may be in a lower tax bracket. And since you’ll have some control over your
withdrawals, you can help control taxes, too. Build share ownership. As an investor, one of the best things you can do to build your wealth is
Opinion
to increase the number of shares you own in your investments. So, look for buying opportunities, such as when prices are low. Also, consider reinvesting any dividends or distributions you may receive from your investments. Don’t be overly cautious. For your money to grow, you need to put a portion of your investment dollars in growth-oriented vehicles, such as stocks. It is certainly true that stock prices will always fluctuate, sometimes quite sharply, and you may receive more or less than your original investment when sold. But if you avoid stocks entirely in favor of more stable vehicles, you run the risk of earning returns that may not keep you ahead of inflation. As you approach retirement, and even during retirement, your portfolio will probably still need some growth potential. Work with your financial advisor to determine the appropriate approach for you. Think long term. By creating a long-term investment strategy and sticking to it, you’ll be less likely to take a “timeout” from investing in response to perceived negative news, such as market downturns and political crises. Following these suggestions may someday allow you to reach the point when your financial goals become a reality for you. WIL ADAMS is a financial advisor with Edward Jones. He can be reached at (318) 549-9155.
PERSPECTIVE WORKFORCE DEVELOPMENT
Live Like a Tourist in NWLA
been, or have not been recently, it is How do you talk about your comlocated in a newly renovated buildmunity to outsiders? When you ing next to Festival Plaza on meet people that are unfamiliar Crockett Street in downtown with Shreveport-Bossier, whether Shreveport. Go visit sometime. you meet them here or outside the They have an abundance of marketarea, do you tell them why you love ing resources to share that are free living here? If you are uncertain of charge. A favorite is the “Locals how to tell a stranger or newcomer to the area why they should be excited to visit or live here, ANGIE WHITE considering spending some time living at home like a tourist. It is our job at the North Louisiana Economic Partnership to market North Louisiana communities to prospective companies, but behind those company decisions are people. When considering sites for starting a new business or building a Eat Here” guide. You don’t have to new facility, a factor that ranks visit their physical site, though, to quite high in the decision making process is the quality of life a partic- become an ambassador; start by visiting their website at www.shreveular place offers. If a CEO will be port-bossier.org. They have a calenasking valued employees to relocate dar of upcoming events, maps, and to a new community, or performing sample itineraries, among many a national or international search to other resources. find the talent to run the operation, Another way to practice being a they want those existing or prospectourist is to stay up to date and tive employees to feel comfortable what’s new and exciting in the area. moving themselves and their families to the new location. The same if Sign up for email newsletters from the Convention & Tourist Bureau, true for existing companies needing the Shreveport Downtown to recruit talent. Development Authority, On more than one occasion, ShreveportBossierFunGuide.com, prospective employers considering and any other special community North Louisiana have come to the resources that you really enjoy, like area a few days in advance of a artspace, the Robinson Film Center, scheduled visit to have some time to or one of our many museums. There explore on their own and get to is a wonderful community blog manknow a community anonymously. aged by the Convention and Tourist Frequently, when they engage a Bureau that highlights a variety of local in conversation and note that arts, culture and culinary news they are from elsewhere, the called 20x49.com. The Downtown response is something along the Development Authority is in the lines of “why would you come here?” process of building a volunteer army This is not a comforting message to someone making an important busi- to help with a large number of downtown events that are planned ness decision. to take place over the next year; in Most people live where they live the process, they will teach you to be because they choose to be there. If a downtown ambassador. Consider you have chosen to live in signing up. Learn more at Shreveport-Bossier, do the commudda@downtownshreveport.com. nity and yourself a favor and learn Doing these things will make you how to be an ambassador for it. The a better ambassador for your comfirst step is to identify the things munity, and in the process you will that you enjoy doing in your free probably have a lot of fun too. time and become a subject matter expert. The second step is to live like a tourist in your own home town. ANGIE WHITE is Vice President, Workforce Marketing for The Shreveport-Bossier area has the North Louisiana Economic Partnership and oversees a tremendous asset in the its workforce marketing program NEON, the North Shreveport-Bossier Convention and Louisiana Employment Opportunities Network. Visit Tourist Bureau. If you have never www.workthisway.org.
Opinion
BUSINESS MONTHLY| May 2013 | 15
NEWS
EDUCATION & TECHNOLOGY
Cyber Innovation Center Prepares for Summer Programs
This summer the Cyber Innovation Center (CIC) will continue its efforts in the advancement of science, technology, engineering, and mathematics (STEM) education. Over the next few months, the CIC’s National Integrated Cyber Education Research Center (NICERC) will offer a variety of cyber education programs, host the Education Discovery Forum, and employ a number of college-level engineering education interns. As part of its national rollout, NICERC will partner with Louisiana Tech University and the University of Baltimore to host multiple sessions of Cyber Discovery. While immersed in Cyber Discovery, high school teachers and students will gain experience in engineering and computer science through discussion sessions, handson labs, a cryptographic treasure hunt, creative story-telling, and a final cyber challenge. Additionally, NICERC will host Junior Cyber 16 | May 2013 | BUSINESS MONTHLY
Discovery, a dynamic program for middle school teachers and students based on the Cyber Discovery model. At this week-long day camp, students will build and program robots and also design key parts by utilizing three dimensional, computer aided design (CAD) software. Students can then produce the parts they designed with a three dimensional printer and use them in the final cyber challenge. “Through these innovative programs, we hope to engage more students in STEM and provide teachers with the necessary hands-on support. Ultimately, our main goal is to work with teachers to drive more students toward STEM careers; creating a capable STEM workforce is critical for the future success of our nation,” said Paul Spivey, NICERC’s Deputy Director NICERC will also host the inaugural Education Discovery Forum, a week-long professional development experience for K-12 teachers.
Educators interested in implementing innovative, project-driven curricula will come together at one venue to receive hands-on training from NICERC’s national subject matter experts. “We developed the Education Discovery Forum to celebrate and empower teachers,” explained G.B. Cazes, Vice President of the CIC. “By creating a network of K-12 teachers and building relationships with university faculty, we can develop a systemic and sustainable change in education.” NICERC will welcome multiple college students representing Rutgers University, Syracuse University, Emory University, and Georgia Institute of Technology for a ten week engineering education internship program this summer. During their internships, the students will work first-hand with many of NICERC’s educational programs and help design new curricula for K-12 grade levels.
Additionally, the interns will support Cyber Discovery and the Education Discovery Forum. Later in the summer, they will travel with the NICERC team to the American Society for Engineering Education (ASEE) Conference. “NICERC’s engineering education internship program is a meaningful opportunity for undergraduate and graduate students to experience national quality engineering education in practice. The students will work with national subject matter experts gaining valuable insight in the area of K-12 curriculum design and implementation,” explained Dr. Krystal Corbett, NICERC’s Director of Curriculum. For more information about NICERC’s educational programs and curricula or if you are a K-12 teacher interested in attending the Education Discovery Forum, please visit www.nicerc.org.
— BUSINESS MONTHLY
PERSPECTIVE ON THE ECONOMIC DEVELOPMENT FRONT
North Louisiana: A Quality Place
What is it about some cities that inspire songs, engender loyalty, and make people want to live there? What is that indefinable quality that makes you fall in love with a community? The concept of Quality of Place, the study of objective conditions of the surroundings, seeks to measure the factors that draw people, especially creative and technically skilled people, to some communities and not others. As a regional economic development organization, North Louisiana Economic Partnership focuses a great deal of attention to the location decisions of companies. But until recently, we as economic developers had not paid as much attention to how people make those same choices. The term, Quality of Place, unlike the traditional concept of Quality of Life, covers the unique set of characteristics that define a place and make it attractive. Why is this important? For city leaders, retaining and recruiting residents means more tax revenue and a more robust and thriving community. For economic development, a quality place attracts a skilled workforce and more consumers which in turn attract more companies to locate to your area. A recent Gallup-Knight Foundation study of more than 43,000 people in 26 cities discovered
SCOTT MARTINEZ
Opinion some surprising findings about how Quality of Place can actually impact economic prosperity. The three-year study shows that people’s love and passion for their community may be a leading indicator for local economic growth. The 26 cities in the survey with the highest levels of “resident attachment” also had the highest rates of GDP growth over time. The study seems to indicate when a community’s residents are highly attached, they will spend more time there, spend more money, and are more productive. They also tend to be more entrepreneurial. The study also reveals the three biggest drivers of resident attachment are not what you might think. Surprisingly, social offerings, openness and beauty are far more impor-
tant than peoples’ perceptions of the economy, jobs or basic services in creating a lasting emotional bond between people and their community. Social offerings are places for people to meet and form connections, which nurture the feeling that people in the community care about each other. In the last several years, ShreveportBossier has developed more spaces where people can connect, such as Artspace, the Robinson Film Center, and youth sports facilities. These social connections are vital in emotionally anchoring people to their communities. Openness describes how welcoming the community is to different types of people, including families with young children, minorities, and talented college graduates. In this area, our natural southern hospitality lends itself to a sense of openness. Strangers moving into a new neighborhood do not remain strangers very long, as neighbors open their homes and hearts to newcomers. Here is an area where any one of us can have an impact from inviting a new coworker over to dinner to welcoming a new family into the neighborhood. The aesthetics or physical beauty of the community includes the avail-
ability of parks and green spaces. Shreveport-Bossier has made great strides in the last several years in beautifying its public spaces from revitalizing the downtown area to improving parks and biking paths to redeveloping abandoned industrial space into a thriving retail district. An attractive place doesn’t have to be a big city, but it does have to be vibrant—seething with the interplay of culture and ideas, where outsiders can quickly become insiders and anyone can find a peer group to be comfortable with and stimulated by. Quality of place defines the very soul of a successful community. The attributes that contribute to creating a quality place—social offerings, openness, aesthetics—add up to the things that everyone wants in their communities. This is not to say that jobs, schools, and safety do not also matter; of course they do. What the Gallup-Knight study points out is that other factors are equally as important, and regions had better pay attention to these attributes if they want a strong economy. SCOTT MARTINEZ is a certified economic developer and President of the North Louisiana Economic Partnership, a public-private partnership dedicated to the economic development of North Louisiana. Send comments to feedback@nlep.org.
BUSINESS MONTHLY| May 2013 | 17
PERSPECTIVE
WIN WIN POWER TOOLS
The Little Things Are Powerful in Sales
It‘s a big-box store where men JERRY FRENTRESS love to “shop”…Lowe’s. I found the item I wanted and hiked to the check-out counter only to discover the infamous barcode was not attached. I should know better. The check-out lady said she would have to page someone to get the number. I knew the routine and told her it would take less time if I went back and got This isn’t just about Lowe’s. This is one with the number attached. She about service creating customer loyalsmiled with mutual understanding. ty. This big box store is only a hundred Just then, a former co-worker yards from another big-box with same walked by. We began a “how are you” merchandise. It’s the little things that conversation. After 5 minutes, the bring me back to this one over that Lowe’s employee tapped me on the one. shoulder. “Here’s the bar-code number What are some little things you and and your item. You can checkout your sales team could offer me so I whenever you like.” She did it with a would want to come back to YOU? smile and appreciation for my $10 Sounds like a great sales meeting purchase. Both I and my friend comtopic and time for me to make another mented on the great service and list. agreed that is why we both keep comSmile (non verbal communication ing back.
Opinion
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is up to 55% of the communication process) Dress and groom yourself for the part If I’m calling, smile at the phone (I can hear the smile) Say “Hello / Good Morning” (sound like you mean it and look me in the eyes) Offer to help me find my item Lead (don’t direct) me to the item Thank me for shopping in your store Keep your store clean (especially the restrooms) Invite me back Listen to me (nod /smile and please let me finish) Be knowledgeable about the product or service Look for the opportunity to impress me Do what is above and beyond my expectations Under promise and over deliver
As far as I can tell, none of these actions will cost you or your company any extra except for the time to plan, prepare and practice. YES, you have to train your team and let them know what is expected. When all is said and done, your team will look at your actions. Demonstrate what you expect. Lead! And don’t forget, they will “respect” the little things you “inspect”.
JERRY FRENTRESS — Speaker & Coach, Win-Win Power(ful) Tools for Sales, Service and Employee Interviewing. Website: www.WinWinPowerTools.com. Business Facebook: www.Facebook.com/WinWinPowerTools . 453-6080 / Bossier City
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20 | May 2013 | BUSINESS MONTHLY