Tedc2012 magentic attraction-public.key
Upcoming SlideShare
Loading in...5
×
 

Tedc2012 magentic attraction-public.key

on

  • 889 views

 

Statistics

Views

Total Views
889
Views on SlideShare
183
Embed Views
706

Actions

Likes
1
Downloads
1
Comments
0

3 Embeds 706

http://www.ariaagency.com 689
http://beta.ariaagency.com 10
http://dev.ariaagency.com 7

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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