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Tedc2012 magentic attraction-public.key Tedc2012 magentic attraction-public.key Presentation Transcript

  • 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 BrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEvents
  • “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.[Source: CNN Money]Winner:Chicago
  • "TheDallasareawasmorefragmented"Conditsaid."Theresalottobesaidforworkingtogethertoaccomplishthings."[Source: The Dallas Morning News]
  • WelcometoDestinationMarketingSo,whatdowedo?Yes,thisisaneconomicdevelopmenttopic
  • DestinationMarketingisnotjusttheCVB’sjob
  • BUSINESSIncentives,deals,land-isjust25%oftheeffortAfterall,
  • BUSINESS MARKETINGPARTNERSHIPSEVENTSBRANDTheExperienceWheel
  • TheExperienceWheelEVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDBusinessdeal-makingisaprerequisite,butnotnecessarilyadifferentiator
  • 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,TX10FastestGrowingU.S.Cities2012
  • 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”
  • Yeahbut,whatifI’mnotunique...
  • Youare! Findit,packageit,marketit!
  • ActivatingforyourcommunityWhatcanIdo?✓
  • CityCOCEDCCVBOtherBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEvents
  • 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 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
  • Cooperation+Experience“Peoplecombinetheirowneffortswiththeeffortsofotherstoachievetheirgreatestsuccess.”~StephenCovey
  • Q&Aewtryan@ariaagency.comariaagency.com@ryanathompsonAriaisanawardwinningDallas-basedindependentfullserviceagencywithmorethanadecadeindestination,realestateandeconomicdevelopmentmarketing