With the state logo "Great Faces, Great Places," it is no surprise that Governor Dennis Daugaard's smiling face is being used to lure businesses to South Dakota. A picture of the grinning governor has been printed on direct mail postcards with the the text "Tired of taxes? Call me" underneath it as part of a multi-channel marketing campaign aimed at businesses in Minnesota, California and Illinois. Other marketing tactics used include radio spots and prints ads.
According to the Chicago Tribune, the governor is trying to lure businesses out of states with higher taxes than South Dakota by promoting a friendly business environment. South Dakota has no corporate income tax, no personal income tax, no personal property tax, no business inventory tax and no inheritance tax.
State economic development commissioner J. Pat Costello told the Argus Leader that the postcards were created to grab businesses attention.
"We're trying to portray we've got a very friendly governor that understands business exists to make a profit, and in South Dakota it's OK to make a profit and keep a profit," Costello told the source.
Mary Lehecka Nelson, marketing director for the Governor's Office of Economic Development, said the state authorized up to $200,000 for follow-up telemarketing calls and direct mail postcards that would directly reach businesses and leave an impression.