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  • 1. MagneticAttraction—HoweventsdriveeconomicsuccessTEDCSpringConference2012
  • 2. IamRyanThompsonFounder,CEO&Partner@Aria
  • 3. IamaHusband,Father,Marketer,Cigarenthusiast,Adventuretraveler,Studentofhumanbehavior.
  • 4. IloveunderstandingwhatmotivatespeopleIshouldhaveminoredinPsychology
  • 5. IfoundedWecreateengagingbrandedexperiences
  • 6. MagneticAttraction-HoweventsdriveeconomicsuccessSo,whyamIhere
  • 7. EconomicDevelopmentmarketingistoonarrowTheproblem
  • 8. DiversefundingsourcescreatesautonomoussilosCity$$COC$$EDC$$CVB$$Other$$
  • 9. AndtoooftennobodytalksCity$$COC$$EDC$$ CVB$$Other$$BrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEvents
  • 10. “Marketingistooimportanttobelefttothemarketingdepartment.”DavidPackard,FounderofHewlettPackard
  • 11. Morethandeal-making,everysingletinyexperiencematters
  • 12. YouareConciergeEntertainerTourGuideDealMakerAmbassadorSocialChairman
  • 13. WouldIwanttoraisemyfamilyhere?
  • 14. Willthisplaceenrichmyfamilyandmyemployees’families’lives?
  • 15. Canmychildrengettheeducationtopreparethemforbecomingadults?
  • 16. Isthisabusinessfriendlyenvironment?
  • 17. Iseffectiveandmotivatedskilledlaboravailable?
  • 18. EducationMoralsValuesSafetyCostofLivingFamilyCommunityActivitiesGeographyIncentivesIsthishome?
  • 19. CaseinPoint
  • 20. “BoeingCo.planstomoveitsheadquarterstoeitherChicago,Dallas-FortWorthorDenver.”[Source: The Seattle Times]
  • 21. DallasMillionsinincentivesRegionalcourtshipsMonthsofwork
  • 22. “Someofthefactorsinthecompanysdecisionincludedthebusinessclimate,qualityoflife,andtheeducationenvironment,”Conditsaid.[Source: CNN Money]Winner:Chicago
  • 23. "TheDallasareawasmorefragmented"Conditsaid."Theresalottobesaidforworkingtogethertoaccomplishthings."[Source: The Dallas Morning News]
  • 24. WelcometoDestinationMarketingSo,whatdowedo?Yes,thisisaneconomicdevelopmenttopic
  • 25. DestinationMarketingisnotjusttheCVB’sjob
  • 26. BUSINESSIncentives,deals,land-isjust25%oftheeffortAfterall,
  • 27. BUSINESS MARKETINGPARTNERSHIPSEVENTSBRANDTheExperienceWheel
  • 28. TheExperienceWheelEVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDBusinessdeal-makingisaprerequisite,butnotnecessarilyadifferentiator
  • 29. EVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDMarketingexposesyoutotheworldbuthowareyouunique?TheExperienceWheel
  • 30. EVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDPartnershipsprovideaholisticpresentationaswellascooperativefundingTheExperienceWheel
  • 31. Partners-businesses,sponsors,vendors,stakeholders-completetheexperiencewithoutyoucarryingthecostburden
  • 32. EVENTSBUSINESSPARTNERSHIPSMARKETINGBRANDEventsarethesecretsauce-theyanswer“What’sitliketolivehere?”TheExperienceWheel
  • 33. Events,wellexecuted,areanorchestratedbest-of-everythingconcentratedinansmallperiodoftime
  • 34. Let’slookatafewcasestudiesOkaythen
  • 35. 19Blocks,68Acres
  • 36. EventsaretheLifeblood170EventsinOctober2011alone....withonlyoneproducedbythedistrict
  • 37. EventsaretheLifebloodItsdrivingtheeconomy,provingworthtodevelopers,leasingtenants,creatingacompoundingeffect
  • 38. Destinationmindedfordecades11%oftheDFWpopulationattendAddisonevents
  • 39. DestinationmindedfordecadesEventsraiseawareness,Leadersaggressivefocusclosedeals
  • 40. Charlotte,SCRaleigh,NCCapeCoral,FLProvo,UTAustin,TXLasVegas,NVMcAllen,TXKnoxville,TNGreenville,SCSanAntonio,TX10FastestGrowingU.S.Cities2012
  • 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. Yeahbut,whatifI’mnotunique...
  • 43. Youare! Findit,packageit,marketit!
  • 44. ActivatingforyourcommunityWhatcanIdo?✓
  • 45. CityCOCEDCCVBOtherBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEventsBrandWebsiteMarketingPrintSocialMediaAdvertisingEvents BrandWebsiteMarketingPrintSocialMediaAdvertisingEvents
  • 46. EventsSocialMediaMarketing BrandBRANDCityCOCEDCCVBOtherWebsitePrintAdvertisingAnefficent,integratedapproach
  • 47. SocialMediaMarketing BrandBRANDCityCOCEDCCVBOtherWebsitePrintAdvertisingAnefficent,integratedapproachEventsCreating
  • 48. BeAuthenticAspireforgreatnessbutknowwhoyouare. Marketthatreality
  • 49. BeUniqueKnowyourvalueproposition. Buildonthatandblendinculture,entertainmentandmore
  • 50. BeCooperativeWorkwithyourcommunity.What’sgoodforoneisgoodforall. Embraceeveryelement
  • 51. ItsallinexperienceEveryonewantstobeaVIP.Giveyourprospecttheroyaltreatment....yourway
  • 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. Cooperation+Experience“Peoplecombinetheirowneffortswiththeeffortsofotherstoachievetheirgreatestsuccess.”~StephenCovey
  • 54. Q&Aewtryan@ariaagency.comariaagency.com@ryanathompsonAriaisanawardwinningDallas-basedindependentfullserviceagencywithmorethanadecadeindestination,realestateandeconomicdevelopmentmarketing