Question

Topic: Strategy

Marketing A Product To Government Agencies

Posted by mark.brodie on 3/18/2008 at 4:23 PM ET 250 Points
Our client, a start up that manufactures marine vehicles for patrol / rescue operations (think Katrina) seeks to develop a database to be used in direct marketing applications. As the titles of the decision makers and key influencers vary dramatically and are not structured like that of the B to B market, our usual sources for lists have not been very useful. We plan to approach publishers of industry related magazines with the intention of renting a list but would be very interest to hear about other other marketers experiences in marketing to government agencies.
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RESPONSES

  • Posted by CarolBlaha on 3/18/2008 at 4:33 PM Accepted
    I call on them as any B2B entity. Its the same consultative sell. They are very easy to approach, they go out of their way to educate - many of their sites have buttons, "doing business with the ..."

    there are bid websites where you can be notified of upcoming RFP's.

    Are you planning to get on GSA? It makes their process a whole bunch easier.

    If there is a federal book store, you will find directories of certain agency contacts.

    Plan for long waits for your money. The feds can take 6 months to pay. I did a job for the IRS who put in the proposal docs "if you can't allow 6 months for payment don't bid on the project". Its irony-- they make a big whoop about doing biz with small businesses but how many small biz's can wait that long for their money? I got around it by making my suppliers carry the paper.

    Carol
    Sell Well and Prosper tm
  • Posted on 3/19/2008 at 8:28 AM Accepted
    1) Get my book - Government Marketing Best Practices - you can order it from me as Amazon & Bookmasters claim to be out. $30 (includes postage); email me at amtower@erols.com

    2) MeritDirect has the best experience as a list manager and broker in the B2G (business to govt) arena) and their database has several good government files in it. Call Christine Greco @ 914 368 1022 and ask for rate cards on govt files. Explain what you are looking for.

    3) Get free info on the govt market at www.GovernmentExpress.com

    Hope this helps.

  • Posted by mark.brodie on 3/21/2008 at 11:41 AM Author
    Carol and Mark.
    Great feedback from both of you. Carols comment about the consultative sell reflects our client's experience while Mark's Book about Best Practices helps to fill in the remaining pieces.
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