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MagneticAttraction—HoweventsdriveeconomicsuccessTEDCSpringConference2012
IamRyanThompsonFounder,CEO&Partner@Aria
IamaHusband,Father,Marketer,Cigarenthusiast,Adventuretraveler,Studentofhumanbehavior.
IloveunderstandingwhatmotivatespeopleIshouldhaveminoredinPsychology
IfoundedWecreateengagingbrandedexperiences
MagneticAttraction-HoweventsdriveeconomicsuccessSo,whyamIhere
EconomicDevelopmentmarketingistoonarrowTheproblem
DiversefundingsourcescreatesautonomoussilosCity$$COC$$EDC$$CVB$$Other$$
AndtoooftennobodytalksCity$$COC$$EDC$$ CVB$$Other$$BrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMark...
“Marketingistooimportanttobelefttothemarketingdepartment.”DavidPackard,FounderofHewlettPackard
Morethandeal-making,everysingletinyexperiencematters
YouareConciergeEntertainerTourGuideDealMakerAmbassadorSocialChairman
WouldIwanttoraisemyfamilyhere?
Willthisplaceenrichmyfamilyandmyemployees’families’lives?
Canmychildrengettheeducationtopreparethemforbecomingadults?
Isthisabusinessfriendlyenvironment?
Iseffectiveandmotivatedskilledlaboravailable?
EducationMoralsValuesSafetyCostofLivingFamilyCommunityActivitiesGeographyIncentivesIsthishome?
CaseinPoint
“BoeingCo.planstomoveitsheadquarterstoeitherChicago,Dallas-FortWorthorDenver.”[Source: The Seattle Times]
DallasMillionsinincentivesRegionalcourtshipsMonthsofwork
“Someofthefactorsinthecompanysdecisionincludedthebusinessclimate,qualityoflife,andtheeducationenvironment,”Conditsaid.[Sou...
"TheDallasareawasmorefragmented"Conditsaid."Theresalottobesaidforworkingtogethertoaccomplishthings."[Source: The Dallas Mo...
WelcometoDestinationMarketingSo,whatdowedo?Yes,thisisaneconomicdevelopmenttopic
DestinationMarketingisnotjusttheCVB’sjob
BUSINESSIncentives,deals,land-isjust25%oftheeffortAfterall,
BUSINESS MARKETINGPARTNERSHIPSEVENTSBRANDTheExperienceWheel
TheExperienceWheelEVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDBusinessdeal-makingisaprerequisite,butnotnecessarilyadifferentia...
EVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDMarketingexposesyoutotheworldbuthowareyouunique?TheExperienceWheel
EVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDPartnershipsprovideaholisticpresentationaswellascooperativefundingTheExperienceWheel
Partners-businesses,sponsors,vendors,stakeholders-completetheexperiencewithoutyoucarryingthecostburden
EVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDEventsarethesecretsauce-theyanswer“What’sitliketolivehere?”TheExperienceWheel
Events,wellexecuted,areanorchestratedbest-of-everythingconcentratedinansmallperiodoftime
Let’slookatafewcasestudiesOkaythen
19Blocks,68Acres
EventsaretheLifeblood170EventsinOctober2011alone....withonlyoneproducedbythedistrict
EventsaretheLifebloodItsdrivingtheeconomy,provingworthtodevelopers,leasingtenants,creatingacompoundingeffect
Destinationmindedfordecades11%oftheDFWpopulationattendAddisonevents
DestinationmindedfordecadesEventsraiseawareness,Leadersaggressivefocusclosedeals
Charlotte,SCRaleigh,NCCapeCoral,FLProvo,UTAustin,TXLasVegas,NVMcAllen,TXKnoxville,TNGreenville,SCSanAntonio,TX10FastestGro...
10FastestGrowingU.S.Cities2012✓ “cost of living is also low -- about 80% of the nationalaverage -- as is crime”✓ “good pub...
Yeahbut,whatifI’mnotunique...
Youare! Findit,packageit,marketit!
ActivatingforyourcommunityWhatcanIdo?✓
CityCOCEDCCVBOtherBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingE...
EventsSocialMediaMarketing BrandBRANDCityCOCEDCCVBOtherWebsitePrintAdvertisingAnefficent,integratedapproach
SocialMediaMarketing BrandBRANDCityCOCEDCCVBOtherWebsitePrintAdvertisingAnefficent,integratedapproachEventsCreating
BeAuthenticAspireforgreatnessbutknowwhoyouare. Marketthatreality
BeUniqueKnowyourvalueproposition. Buildonthatandblendinculture,entertainmentandmore
BeCooperativeWorkwithyourcommunity.What’sgoodforoneisgoodforall. Embraceeveryelement
ItsallinexperienceEveryonewantstobeaVIP.Giveyourprospecttheroyaltreatment....yourway
Conclusion✓ Know your value proposition. Find it, Package it,Market it✓ Get Cooperative. Identify shared partner goals. Be...
Cooperation+Experience“Peoplecombinetheirowneffortswiththeeffortsofotherstoachievetheirgreatestsuccess.”~StephenCovey
Q&Aewtryan@ariaagency.comariaagency.com@ryanathompsonAriaisanawardwinningDallas-basedindependentfullserviceagencywithmoret...
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  1. 1. MagneticAttraction—HoweventsdriveeconomicsuccessTEDCSpringConference2012
  2. 2. IamRyanThompsonFounder,CEO&Partner@Aria
  3. 3. IamaHusband,Father,Marketer,Cigarenthusiast,Adventuretraveler,Studentofhumanbehavior.
  4. 4. IloveunderstandingwhatmotivatespeopleIshouldhaveminoredinPsychology
  5. 5. IfoundedWecreateengagingbrandedexperiences
  6. 6. MagneticAttraction-HoweventsdriveeconomicsuccessSo,whyamIhere
  7. 7. EconomicDevelopmentmarketingistoonarrowTheproblem
  8. 8. DiversefundingsourcescreatesautonomoussilosCity$$COC$$EDC$$CVB$$Other$$
  9. 9. AndtoooftennobodytalksCity$$COC$$EDC$$ CVB$$Other$$BrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEvents
  10. 10. “Marketingistooimportanttobelefttothemarketingdepartment.”DavidPackard,FounderofHewlettPackard
  11. 11. Morethandeal-making,everysingletinyexperiencematters
  12. 12. YouareConciergeEntertainerTourGuideDealMakerAmbassadorSocialChairman
  13. 13. WouldIwanttoraisemyfamilyhere?
  14. 14. Willthisplaceenrichmyfamilyandmyemployees’families’lives?
  15. 15. Canmychildrengettheeducationtopreparethemforbecomingadults?
  16. 16. Isthisabusinessfriendlyenvironment?
  17. 17. Iseffectiveandmotivatedskilledlaboravailable?
  18. 18. EducationMoralsValuesSafetyCostofLivingFamilyCommunityActivitiesGeographyIncentivesIsthishome?
  19. 19. CaseinPoint
  20. 20. “BoeingCo.planstomoveitsheadquarterstoeitherChicago,Dallas-FortWorthorDenver.”[Source: The Seattle Times]
  21. 21. DallasMillionsinincentivesRegionalcourtshipsMonthsofwork
  22. 22. “Someofthefactorsinthecompanysdecisionincludedthebusinessclimate,qualityoflife,andtheeducationenvironment,”Conditsaid.[Source: CNN Money]Winner:Chicago
  23. 23. "TheDallasareawasmorefragmented"Conditsaid."Theresalottobesaidforworkingtogethertoaccomplishthings."[Source: The Dallas Morning News]
  24. 24. WelcometoDestinationMarketingSo,whatdowedo?Yes,thisisaneconomicdevelopmenttopic
  25. 25. DestinationMarketingisnotjusttheCVB’sjob
  26. 26. BUSINESSIncentives,deals,land-isjust25%oftheeffortAfterall,
  27. 27. BUSINESS MARKETINGPARTNERSHIPSEVENTSBRANDTheExperienceWheel
  28. 28. TheExperienceWheelEVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDBusinessdeal-makingisaprerequisite,butnotnecessarilyadifferentiator
  29. 29. EVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDMarketingexposesyoutotheworldbuthowareyouunique?TheExperienceWheel
  30. 30. EVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDPartnershipsprovideaholisticpresentationaswellascooperativefundingTheExperienceWheel
  31. 31. Partners-businesses,sponsors,vendors,stakeholders-completetheexperiencewithoutyoucarryingthecostburden
  32. 32. EVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDEventsarethesecretsauce-theyanswer“What’sitliketolivehere?”TheExperienceWheel
  33. 33. Events,wellexecuted,areanorchestratedbest-of-everythingconcentratedinansmallperiodoftime
  34. 34. Let’slookatafewcasestudiesOkaythen
  35. 35. 19Blocks,68Acres
  36. 36. EventsaretheLifeblood170EventsinOctober2011alone....withonlyoneproducedbythedistrict
  37. 37. EventsaretheLifebloodItsdrivingtheeconomy,provingworthtodevelopers,leasingtenants,creatingacompoundingeffect
  38. 38. Destinationmindedfordecades11%oftheDFWpopulationattendAddisonevents
  39. 39. DestinationmindedfordecadesEventsraiseawareness,Leadersaggressivefocusclosedeals
  40. 40. Charlotte,SCRaleigh,NCCapeCoral,FLProvo,UTAustin,TXLasVegas,NVMcAllen,TXKnoxville,TNGreenville,SCSanAntonio,TX10FastestGrowingU.S.Cities2012
  41. 41. 10FastestGrowingU.S.Cities2012✓ “cost of living is also low -- about 80% of the nationalaverage -- as is crime”✓ “good public schools and plenty to do outdoors withnearby mountains, fishing streams and lakes”✓ “more attractive for these young couples is that thecity is so affordable”✓ “produces a lot of young talent and its easy to recruityoung people to come here”✓ “pro-business policies, including low corporate taxes,and two big universities”
  42. 42. Yeahbut,whatifI’mnotunique...
  43. 43. Youare! Findit,packageit,marketit!
  44. 44. ActivatingforyourcommunityWhatcanIdo?✓
  45. 45. CityCOCEDCCVBOtherBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEvents
  46. 46. EventsSocialMediaMarketing BrandBRANDCityCOCEDCCVBOtherWebsitePrintAdvertisingAnefficent,integratedapproach
  47. 47. SocialMediaMarketing BrandBRANDCityCOCEDCCVBOtherWebsitePrintAdvertisingAnefficent,integratedapproachEventsCreating
  48. 48. BeAuthenticAspireforgreatnessbutknowwhoyouare. Marketthatreality
  49. 49. BeUniqueKnowyourvalueproposition. Buildonthatandblendinculture,entertainmentandmore
  50. 50. BeCooperativeWorkwithyourcommunity.What’sgoodforoneisgoodforall. Embraceeveryelement
  51. 51. ItsallinexperienceEveryonewantstobeaVIP.Giveyourprospecttheroyaltreatment....yourway
  52. 52. Conclusion✓ Know your value proposition. Find it, Package it,Market it✓ Get Cooperative. Identify shared partner goals. Be theleader and bring collaboration to planning✓ Plan events that bring EDC prospects but focus broadlyon everything your community has to offer✓ Remember, experience is everything. Focus on thedetails and stay consistent
  53. 53. Cooperation+Experience“Peoplecombinetheirowneffortswiththeeffortsofotherstoachievetheirgreatestsuccess.”~StephenCovey
  54. 54. Q&Aewtryan@ariaagency.comariaagency.com@ryanathompsonAriaisanawardwinningDallas-basedindependentfullserviceagencywithmorethanadecadeindestination,realestateandeconomicdevelopmentmarketing
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