Marketing Groningen  Dirk  Nijdam
The mar keting of Groningen ,  who are involved? <ul><ul><li>Gemeente & Provincie  </li></ul></ul><ul><ul><ul><li>(local &...
The essence of citymarketing: <ul><li>No mental brandownership </li></ul><ul><li>Conflicting interests </li></ul><ul><ul><...
Marketing Groningen <ul><li>Start:  2003 </li></ul><ul><li>Focus:  tourism </li></ul><ul><li>Main objective: </li></ul><ul...
MG- Organization <ul><li>Groninger Uitburo </li></ul><ul><li>VVV Stad Groningen- Martinitower </li></ul><ul><li>Touristic ...
Financial sources <ul><li>Structural grant: Gemeente (City)  </li></ul><ul><li>Long term projects: Provincie (County) </li...
Start Research 2003: the tourist <ul><li>1,9 million a year </li></ul><ul><ul><li>Top 5 or 6 in the Netherlands </li></ul>...
Research: the city <ul><li>Product </li></ul><ul><ul><li>1 main attraction: Groninger Museum </li></ul></ul><ul><ul><li>Ri...
Conclusions in 2003 <ul><li>Too little distinctive power </li></ul><ul><li>Image < identity </li></ul><ul><li>Regional pro...
Strategy: <ul><li>First: clear brand positioning </li></ul><ul><ul><li>Top-of-mind (awareness) </li></ul></ul><ul><ul><li>...
Positioning: target group <ul><li>Groningen is not aiming at the mass </li></ul><ul><ul><li>No ‘focus’ at 16 million Dutch...
Target group ‘geïnteresseerd NL’ <ul><li>Ambitions: </li></ul><ul><ul><li>Work important and private life important </li><...
‘ postmodern individualist’
Positioning: core proposition <ul><li>Functional benefit:  </li></ul><ul><ul><li>The reason to visit Groningen: rich cultu...
In short: <ul><li>Groningen: cultural capital (of the north) </li></ul><ul><ul><li>Focus on cultural supply: museums, fest...
Towards a stronger brand <ul><ul><li>Focus: “geïnteresseerd Nederland” </li></ul></ul><ul><ul><ul><li>Spearhead: culture  ...
How ? <ul><li>1 House style/ Identifiers </li></ul><ul><ul><ul><li>Image language </li></ul></ul></ul><ul><ul><ul><li>Logo...
<ul><li>2 National campaign </li></ul><ul><ul><ul><li>TV-Commercials (city & provincie) </li></ul></ul></ul><ul><ul><ul><l...
3 Action programms for PMC’s <ul><li>Shopping </li></ul><ul><li>Citybreak </li></ul><ul><li>Congres </li></ul><ul><li>Germ...
 
 
Regiomarketing <ul><li>Oost Groningen </li></ul>
Sector marketing <ul><li>City of Talent </li></ul>
 
Bezoekintentie In 2005 hebben personen die de commercial niet herkennen een bezoekintentie van 10%. Van de personen die de...
 
 
 
Commercial results <ul><li>Maastricht: </li></ul><ul><li>2004- 3,9 miljoen dagrecreanten </li></ul><ul><li>2005- 3,7  </li...
Trends <ul><li>Internet 2.0 </li></ul><ul><li>User generated content </li></ul><ul><li>Global market </li></ul><ul><li>Mor...
 
 
 
 
 
 
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Marketing Groningen by Dirk Nijdam for MARUG International Marketing Experience 2010

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Presentation given by Dirk Nijdam about Marketing Groningen. This was part of the MARUG International Marketing Experience 2010.

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  • Zie de doelgroepomschrijving voor de ‘uitgebreide’ omschrijving van de ‘ideale doelgroep’
  • Marketing Groningen by Dirk Nijdam for MARUG International Marketing Experience 2010

    1. 1. Marketing Groningen Dirk Nijdam
    2. 2. The mar keting of Groningen , who are involved? <ul><ul><li>Gemeente & Provincie </li></ul></ul><ul><ul><ul><li>(local & regional government) </li></ul></ul></ul><ul><ul><li>GPO - Groninger promotie overleg </li></ul></ul><ul><ul><ul><li>Counsel of stakeholders </li></ul></ul></ul><ul><ul><li>Groninger Congres Bureau </li></ul></ul><ul><ul><li>Groningen City Club </li></ul></ul><ul><ul><li>VVV’s (tourist offices) </li></ul></ul><ul><ul><li>Marketing Groningen </li></ul></ul>
    3. 3. The essence of citymarketing: <ul><li>No mental brandownership </li></ul><ul><li>Conflicting interests </li></ul><ul><ul><li>Sufficient support </li></ul></ul><ul><ul><li>Synergy of communication power </li></ul></ul><ul><ul><li>Clear policy suggests mental ownership </li></ul></ul>
    4. 4. Marketing Groningen <ul><li>Start: 2003 </li></ul><ul><li>Focus: tourism </li></ul><ul><li>Main objective: </li></ul><ul><ul><li>More people, </li></ul></ul><ul><ul><li>To visit Groningen more often, </li></ul></ul><ul><ul><li>Stay longer and </li></ul></ul><ul><ul><li>Spend more. </li></ul></ul>
    5. 5. MG- Organization <ul><li>Groninger Uitburo </li></ul><ul><li>VVV Stad Groningen- Martinitower </li></ul><ul><li>Touristic marketing city and province </li></ul><ul><li>Economic marketing – city of talent </li></ul><ul><li>17 fte - 37 empl. </li></ul><ul><ul><li>5 fte marketing </li></ul></ul><ul><li>Event-policy for city of Groningen </li></ul><ul><li>Region marketing </li></ul>
    6. 6. Financial sources <ul><li>Structural grant: Gemeente (City) </li></ul><ul><li>Long term projects: Provincie (County) </li></ul><ul><li>European funds </li></ul><ul><li>Private enterprises & “Ambassadors” </li></ul><ul><li>Profits VVV-store </li></ul><ul><li>Joint Ventures </li></ul><ul><li>Private funding </li></ul>
    7. 7. Start Research 2003: the tourist <ul><li>1,9 million a year </li></ul><ul><ul><li>Top 5 or 6 in the Netherlands </li></ul></ul><ul><ul><li>Relatively high social classes (A & B1) </li></ul></ul><ul><li>High frequency of visits </li></ul><ul><ul><li>Average: 2.7 times a year </li></ul></ul><ul><li>Average staying period is short </li></ul><ul><ul><li>“ you’ve seen it all in one day” </li></ul></ul><ul><li>Main motivators </li></ul><ul><ul><ul><li>1) shopping </li></ul></ul></ul><ul><ul><ul><li>2) Groninger museum </li></ul></ul></ul>
    8. 8. Research: the city <ul><li>Product </li></ul><ul><ul><li>1 main attraction: Groninger Museum </li></ul></ul><ul><ul><li>Rich cultural and various shopping supply </li></ul></ul><ul><ul><li>Good infrastructure (hotels, restaurants, etc), but targeted at middle segment </li></ul></ul><ul><li>Image </li></ul><ul><ul><li>Few spontaneous associations </li></ul></ul><ul><ul><li>Cultural character </li></ul></ul><ul><ul><li>Visitors have significant more positive attitude compared to non-visitors </li></ul></ul>
    9. 9. Conclusions in 2003 <ul><li>Too little distinctive power </li></ul><ul><li>Image < identity </li></ul><ul><li>Regional profile visitors </li></ul><ul><li>Ambiguous communication </li></ul><ul><li>Growth of City-breaks </li></ul><ul><li>In short: invest in branding Groningen </li></ul>
    10. 10. Strategy: <ul><li>First: clear brand positioning </li></ul><ul><ul><li>Top-of-mind (awareness) </li></ul></ul><ul><ul><li>Identity  image </li></ul></ul><ul><li>Increase brand loyalty </li></ul><ul><ul><li>Easy & quality </li></ul></ul><ul><ul><li>CRM, accessibility information </li></ul></ul><ul><li>Brand contact </li></ul><ul><ul><li>Brand identity (house style ‘ Groningen’) </li></ul></ul><ul><ul><li>Circle of contact: consistent & coherent </li></ul></ul>
    11. 11. Positioning: target group <ul><li>Groningen is not aiming at the mass </li></ul><ul><ul><li>No ‘focus’ at 16 million Dutch people </li></ul></ul><ul><ul><li>Not for everyone, but for connoisseurs (fijnproevers) </li></ul></ul><ul><ul><li>You’ve got to learn to know it, to appreciate it </li></ul></ul><ul><li>Rich, vital seniors? </li></ul><ul><ul><li>Seems attractive, but: </li></ul></ul><ul><ul><li>There is a risk that they dominate the image </li></ul></ul><ul><ul><li>Everybody is targeting at this group </li></ul></ul>
    12. 12. Target group ‘geïnteresseerd NL’ <ul><li>Ambitions: </li></ul><ul><ul><li>Work important and private life important </li></ul></ul><ul><ul><li>Self-realization, independency </li></ul></ul><ul><ul><li>New experiences </li></ul></ul><ul><li>Life-style </li></ul><ul><ul><li>Balance: enjoy but not exuberance </li></ul></ul><ul><ul><li>Modest hedonist </li></ul></ul><ul><ul><li>Calculating & comfortable </li></ul></ul><ul><ul><ul><li>Design in the living room, upstairs IKEA </li></ul></ul></ul>
    13. 13. ‘ postmodern individualist’
    14. 14. Positioning: core proposition <ul><li>Functional benefit: </li></ul><ul><ul><li>The reason to visit Groningen: rich cultural supply </li></ul></ul><ul><li>Emotional benefit: </li></ul><ul><ul><li>Groningen is for people who appreciate quality: no mass destination </li></ul></ul>
    15. 15. In short: <ul><li>Groningen: cultural capital (of the north) </li></ul><ul><ul><li>Focus on cultural supply: museums, festivals, modern architecture </li></ul></ul><ul><li>Groningen, for connoisseurs </li></ul><ul><ul><li>Focus on ‘geïnteresseerd NL’ </li></ul></ul>
    16. 16. Towards a stronger brand <ul><ul><li>Focus: “geïnteresseerd Nederland” </li></ul></ul><ul><ul><ul><li>Spearhead: culture </li></ul></ul></ul><ul><ul><li>Consistent: long term strategy </li></ul></ul><ul><ul><li>Recognizable: museum, events, architecture (and identifiers, house style) </li></ul></ul><ul><ul><li>Distinctive: culture, location and surrounding </li></ul></ul><ul><ul><li>Relevance: supply meets demands targetgroup </li></ul></ul>
    17. 17. How ? <ul><li>1 House style/ Identifiers </li></ul><ul><ul><ul><li>Image language </li></ul></ul></ul><ul><ul><ul><li>Logo </li></ul></ul></ul><ul><ul><ul><li>Toolkit/brand manual </li></ul></ul></ul>
    18. 18. <ul><li>2 National campaign </li></ul><ul><ul><ul><li>TV-Commercials (city & provincie) </li></ul></ul></ul><ul><ul><ul><li>magazines, flyers, event-calendars </li></ul></ul></ul><ul><ul><ul><li>Inserts </li></ul></ul></ul><ul><ul><ul><li>Public relations </li></ul></ul></ul>
    19. 19. 3 Action programms for PMC’s <ul><li>Shopping </li></ul><ul><li>Citybreak </li></ul><ul><li>Congres </li></ul><ul><li>Germany </li></ul><ul><li>Belgium </li></ul><ul><li>Groups </li></ul><ul><li>And…. </li></ul><ul><li>Groningers </li></ul>
    20. 22. Regiomarketing <ul><li>Oost Groningen </li></ul>
    21. 23. Sector marketing <ul><li>City of Talent </li></ul>
    22. 25. Bezoekintentie In 2005 hebben personen die de commercial niet herkennen een bezoekintentie van 10%. Van de personen die de commercial wel herkennen geeft 11% aan van plan te zijn de Provincie Groningen te bezoeken. Voor 2006 ligt de bezoekintentie van de personen die de commercial herkennen op een hoger niveau, namelijk op 21%. Het effect dat we hier vinden wordt binnen de flights steeds sterker.
    23. 29. Commercial results <ul><li>Maastricht: </li></ul><ul><li>2004- 3,9 miljoen dagrecreanten </li></ul><ul><li>2005- 3,7 </li></ul><ul><li>2006- 3,1 </li></ul><ul><li>Groningen: </li></ul><ul><ul><ul><li>2004- 4,7 </li></ul></ul></ul><ul><ul><ul><li>2005- 5,0 </li></ul></ul></ul><ul><ul><ul><li>2006- 5,5 </li></ul></ul></ul>
    24. 30. Trends <ul><li>Internet 2.0 </li></ul><ul><li>User generated content </li></ul><ul><li>Global market </li></ul><ul><li>More short breaks </li></ul><ul><li>Authenticity </li></ul><ul><li>Strong competition </li></ul>

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