According to this article in SunThisweek, Farmington is at it again trying to drum up business for the small town that few know exists. This time, instead of the soybean festival and drunken snowmobiling, they’re going to spend up to $30,000 to hire a marketing consultant to help them bring in commercial and industrial businesses.
From the article:
“We’re really at a starting point to let people know about Farmington,” she said. “I’m hoping the consultant packages that plan. … We’re not marketing professionals at city hall, and we shouldn’t be. We need professionals to help.”
The money for this project will come from the community development and block grant fund, and the $30,000 figure was taken from Lakeville’s costs of hiring a marketing team a few years back.
While Farmington is using CDBG funds to pay for the marketing consultant, the city is restricted from using these funds to actually implement the marketing strategy.
There are two key parts to this:
- 1. They are paying $30,000 just to hire the marketing company. This $30,000 is not going to go towards implementation which will likely cost even more.
2. They settled on the $30,000 because that’s what Lakeville spent several years ago.
While the City of Farmington may not remember what Lakeville’s marketing consultants came up with back in 2012their city council should probably either abandon all hope for Farmington or at the very least steer completely clear of whoever Lakeville chose because Lakeville’s “Positioned to Fail” campaign isn’t exactly a stroke of genius.
Farmington had to fight to bring a grocery store to town and they want to hire a marketing consultant to develop some sort of marketing campaign for them? Seriously, the City is in a lot more trouble than a simple marketing firm could ever possibly help them to fix. While any smart private sector company is going to chew through that $30,000 like it was nothing, no one is going to be able to alter the perception that a quick tour of Farmington will provide to any prospective company looking to setup shop.
What do you think about this one? Is Farmington just throwing grant money away at something which cannot be saved? Do you think the City of Farmington did any research into Lakeville’s marketing campaign when they set the $30,000 amount? Should they do more to at least see the poor quality before they think that it’s worthwhile? What do you think the potential slogans for the City should be? Whatever you have to say about this one go ahead and comment on as I’d love to hear your thoughts.