What Cities Can Learn from Marketers: Big Data, Content Marketing and the new Urban Tool Kit. A presentation from Livability.com's Matt Carmichael and Michael Barber.

1. What Cities Can Learn
From Marketers
Michael BARBER / Matt CARMICHAEL

2. Populations evolve over time.
Their needs and wants change
based on their demographics and
their surroundings.
1

3. Marketers have learned to adapt.
They are forced to change their
products and services, and change
how they communicate about them.
2

4. Cities can, too.
Cities are your product and you need to
evolve them and your communications
in order to attract and retain residents.
3

5. Average to Exceptional

7. 0
10
20
30
40
50
60
70
80
90
White MiddleClass Single Family
Home
3 Beds Married With Kids Stay at Home
Mom
Demographic Profile in My Youth
1970

8. 0
10
20
30
40
50
60
70
80
90
White MiddleClass Single Family
Home
3 Beds Married With Kids Stay at Home
Mom
1970 2012
Big Changes Over a Short Time

9. My big change…

10. 0
10
20
30
40
50
60
70
80
90
White Median Age Kids Seniors Urban Married With Kids Alone
1970 2012
Tennessee Mirrors (Most) National
Trends

11. What Else Has Changed?
Technology
Personal computers, cell
phones, tablets, internet
technologies
Content
Social media, online videos,
internet TV, consumer
reviews and ratings
Behaviors
marry and have kids later,
drive less, work longer

12. Disruption = Opportunity

13. How Marketers Respond

14. What Causes Marketers to
Change?

19. Big Change Happens
Frequently
Prohibition
Most breweries went out of
business. But Budweiser
survived through creativity
World War II
During WWII, BMW stopped
making cars and made
plane engines and
motorcycles
Social Media
airbnb monitored social
activities before developing
their online service

23. How Cities Think and Act

24. What Cities Think About
 Attract new talent and residents
 Bring in new businesses
 Increase tax base
 Respond to needs of an aging population
 Do more with less help from State and
Federal programs

25. The Old Toolbox
 Raise (or lower) taxes
 Get State or Federal funds
 Build a new…

26. Those Have Drawbacks
 Expensive
 Harder to find funding
 Take a long time
 Risky long-term impact

27. Instead…
 Be more agile
 Smaller investment
 Quicker return
 Lasting impact

28. Think Like a Marketer
1 2 3 4 5
MONITOR
TRENDS
Understand
the market,
how it evolves
and what your
role in it is
DEFINE
AUDIENCE
Identify the
market
segment(s)
where you will
find success
ADAPT
PRODUCTS
Change (or
repackage)
your product
to align with
your audience
REFINE
MESSAGE
Craft a
message that
compels your
audience to
react to you
ANALYZE
& EVOLVE
Review
results, repeat
steps
continually,
even during
success

29. 10,000 turning 65 each day
Trend Report Aging Boomer
 More active
 Likely to retire in place due to
economy, lifestyle
 Some wish to be less car-
dependent
 Working longer, retiring later
 Some have prepared, but not all
 Increased demand for
healthcare services

30. 12,000 turning 30 each day
Trend Report Millennials
 Urban
 Driving less
 Pressed economically
 Delayed life stages including
marriage, kids, etc.
 ‘Delayed’ is key word there.
How will needs change in next
10 years?

31. Businesses Move for Talent

32. Talent Moves for Livability

33. GENDER
AGE
EMPLOYMENT
INCOME
HOUSEHOLD
ETHNICITY
So, What’s Important?

34. BOOMERS MILLENIALS
Night Life
Schools
Carless
Young People
Small Households
Doctors
Equity
Empty Nests
Retire in Place
Urban
Walkable
Affordable
Easy
Smaller Spaces

35. The New Toolbox
Main Streets
Downtown areas serving as
a destination where people
want to gather
Walkable
Changing demand for
infrastructure and how it is
used; less desire for cars
Density
Not necessarily NYC, but
lean urbanism. Worth re-
looking at your zoning

36. Every City Has Density
Opportunities

38. Big Data for Marketers

39. Big data is a popular term used to
describe the exponential growth and
availability of data, both structured and
unstructured. And big data may be as
important to business – and society – as
the Internet has become.

40. American Express
Name
Current Address
Previous Addresses
Phone Number
Email Address
Date of Birth
Spouse or Partner
Spouse Date of Birth
Employer
Previous Employer
Annual Income
Credit Score
Social Security
Household Income
Bank Accounts
Favorite Stores
Types of Purchases
Vacation Dates
Brand Loyalty
Travel Itineraries
Avg. Purchase Size
Major Life Events
Anniversaries
Preferences

41. Promotions Based on
Purchases

44. Use Data to Predict Events

45. …and Improve Messaging

46. Sometimes it is Just Re-Packaging

47. …or Just the Right Message

48. How Can Cities Do That?

49. What do You Know Already?
Name
Address
Phone Number
Date of Birth
Gender
Race
People in Household
Time at Residence
Home Age, Size,
Value
Make/Model of Car
Marital Status
Children’s Ages
Children’s Genders
School Enrollment
Education Attained
Employer
Distance of Commute
Mode of Commute
Organ Donor
Health Insurance
Utility Usage
E-mail address

50. But what else can you learn?

51. Tampa is Using Foursquare
Data
 Identifying where people
are spending their time
 Assists with zoning, traffic,
police, social services

52. Chicago Leverages Parking
Data

53. New Haven Has a Gift Card Program
 Packages the city like a mall to help bring
in customers from outside
 Gathers consumption data about residents
and visitors; engages local businesses

54. Brick is Launching a Loyalty
Card
 Local businesses fund
and participate in loyalty
card program
 Residents get a discount
 Percentage of local
transactions buy down
residents property tax bill

55. Now What Do You Know?
Purchase
Activity
Purchase
Frequenc
y
Popular
Stores and
Restaurants
Where
People
Spend
Time
Popular
Transit
Routes
Brand
Loyalty

56. What Can You Do With Data?
Market
Existing
Services
Develop
New Services
Create
Partnerships

57. The New Toolbox
Data Partnering
The more you know about
residents, the better you
can serve their needs
Incentivization
Reward the behaviors that
will benefit your community
Crowd Sourcing
Get the citizens involved in
the ideation, planning and
even data collection

58. Content Marketing

59. Content marketing is any marketing
format that involves the creation or sharing
of media and publishing content in order
invoke the desired reaction –
awareness, lead generation, acquisition,
retention.

60. We’re not in the business of keeping
the media companies alive. We’re in
the business of connecting with
consumers.Trevor Edwards
Vice President for Global Brand Management
Nike
“

61. 76%
Most Americans
Don’t Trust the
Mainstream Media
2013 Gallup Media Poll

63. 2.5 million circulation
The most widely
circulated financial
publication in the country

65. Telling the Story of Your City

66. Be Where Your Audience Is

67. Nashville Documentary
Show Don’t Tell

68. Get Your Elvis On

69. What Have We Learned?

70. Populations have evolved.
1

71. Marketers are using new toolboxes.
2

72. The cities that think differently will thrive.
3