What does joe know? - The Beat - New Mexico marketing strategy

New Mexico Business Journal, Jan-Feb, 2002

You'll probably never see Joe, but hundreds of site selection consultants all over the country surely will, if any of them pay attention to postcards. Seems that "Joe," a nerdy-looking fellow depicted on the postcards, doesn't really exist, but then neither does Mr. Clean or Betty Crocker. Joe, the postcard says, "knows all the best sites are located in New Mexico" and folks are urged to check out a web site for more information.

The postcard campaign was hatched by McKee Wallwork Henderson, an Albuquerque advertising agency, for the Metro New Mexico Development Alliance. "The strategy" says McKee Wallwork's Jeri Uhlmansiek, "is to whet the target's appetite by giving them teaser information about new happenings in the Metro New Mexico area..."