What do a Blood Pressure Kiosk, a Lobster Tank and Coca-Cola have in common? They, along with thousands of other purchases, were all executed by the same federal contracting officer.
How do we know this?
It also happens that this same contractor bought Public Relations Services four times in the past year. This is especially important to ConnectUs.net.
Over the past 10 years there were 6,678 contracts for PR services totaling over $1B, is there a market there?
You better believe it.
One contracting officer bought PR services 32 times for over $9.7M and, guess what, 15 went to the same contractor with Time and Materials pricing. The other contracts were split between FOUR other contractors. Only 3 of these contracts were fixed price and all were executed on a task order which means NONE were publicly bid after the initial competition. The largest contract was $2.12M and did not require Small Business, or any other set aside participation.
Does ConnectUs.net want a piece of that work? You better believe they do.
Can you make money in the federal government? You better believe you can. It is incredible what can happen when you have a strategy that works. The beginning of the strategy is by far the most important component and can make or break your efforts.
In the private sector, we call it marketing segmentation: knowing who your best customer is. In the government, you can do the same thing – the magic is in the targeting. There are 80,000 plus contracting officers with purchasing authority to spend hundreds of thousands of dollars. In the case above 1369 bought PR services of some kind or another, 299 bought them more than once in the last year,74 more than four times. Those are the ones you want. They are the gold nuggets. 74 is a quantifiable, manageable number that represent the top 10%. Because they have multiple applications for this service, the likelihood is much greater with these 74 that they will remember who ConnectUs.net is when they make the next purchase of PR services. That, my friend, is the name of the game.
Do you ignore the other 1200 plus contracting officers that, on any given day, may buy what you sell?
No way. But you place them in a different category otherwise you might as Stephen Covey would say “mistake activity for productivity”. We manage many different companies’ federal strategies and we can only do it by properly prioritizing our targets. First we find out know who they are and how they buy.
Imagine isiFederal doing this for you… in two weeks, you will know exactly what your priorities should be.
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June 1st at 11 AM we will be conducting a SmartCEO webinar on marketing to federal decision makers. Click here to register.