Joint Appropriations has asked the Governor’s Office of Economic Development to update legislators today on its initiative to, in GOED’s words, “promote both why South Dakota is an exception place to live and work.” Just as GOED couldn’t properly structure that phrase, it doesn’t properly explain in its October 31 response to Joint Appropriations what concrete results all that marketing is delivering.
GOED tells appropriators a lot about the noise its making and the noise it gets in response. At the big gun show in Las Vegas last January, GOED says it “had conversations with 11 out-of-state companies” and “made nearly 5.1 million impressions” with its ads which “resulted in more than 8,500 meaningful interactions with our audiences.”
Conversations, impressions, meaningful interactions… but no mention of actual recruitments, relocations, or revenue.
Kristi for VP Freedom Works Here campaign. Governor Noem has floated various numbers to claim her bad-plumber ads are bringing people to the state. But the Governor’s Office of Economic Development puts no such numbers on the record with Joint Appropriations; it just talks again about “over 18.3 million impressions” and “over 188,000 relevant interactions”.
Impressions and interactions don’t fill empty jobs and pay taxes. The only reason impressions and interactions matter are in proportion to actual recruits.
But such is the resultless tenor of GOED’s report. Jaunts to two September trade shows in Dallas and Orlando get this marketer-speak summary:
At both tradeshows South Dakota had a magnified presence with an exhibition space and booth designed to promote South Dakota’s brand. We also embraced speaking and seminar opportunities that put us front and center with attendees, including high level executives and decision makers from large corporate brands [Governor’s Office of Economic Development, report to Joint Appropriations on GOED Marketing Initiative, 2023.10.31].
Translation: …. (That’s one big ellipsis, standing for “real results omitted”.)
Elsewhere in the report, GOED speaks of efforts to “showcase cooperative efforts in South Dakota as well as our phenomenal business environment” that allowed them to “build relationships” with six different site selector firms “and ensure they understood the opportunities and incentives present in South Dakota.”
GOED summarizes its Impressions and Interactions but charts no tangible results:
Legislators reading GOED’s report may get the impression that GOED has a lot of interactions but has trouble explaining the actual results of its taxpayer-funded efforts. Maybe GOED will more effectively impress upon appropriators what the state is getting for its marketing dollars when GOED interacts with Joint Appropriations today at 9 a.m. at the Capitol.