Territorial marketing - when places become products Kazinsbarcika, Hungary, 2011

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A short introduction on Marketing of places featuring interesting examples

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Territorial marketing - when places become products Kazinsbarcika, Hungary, 2011

  1. 1. Territorial Marketing When Places become products<br />Kazinsbarcika July 13th 2011<br />François Parvex<br />Sport, culture, gardens<br />Land of precision<br />One comes to succeed<br />and then stays for pleasure<br />
  2. 2. 2<br />Resource: Territory<br />Geografical space, <br />where people are active … or not<br />
  3. 3. 3<br />Resource: Users<br />Tourists<br />Population<br />Public sector <br />Enterprises<br />Investors<br />Plants and animals<br />
  4. 4. 4<br />Ressource: Perceptions<br />Everybody has his/her perception of the reality !<br />Everybody is wrong !<br />Everybody is right !<br />
  5. 5. 5<br />Resource: Images to merge<br />Percieved images<br />Promoted image<br />Reality<br />
  6. 6. 6<br />Territorial Marketingor Marketing of Places<br />Competitive positioning of a territory in order to attract, welcome andkeep users, which will create value (qualitative, quantitative)<br />Application of the marketing model to a territory<br />Litterature :<br />Philipp Kotler, Place Marketing<br />Patrice Noisette, Marketing urbain<br />Benoit Meyronin, Le marketing territorial<br />
  7. 7. 7<br />Marketing Model <br />identify one or more Target Groups (segmentation),<br />identify their needs,<br />design a marketing mix (4P) : <br />define and create a product or a service<br />determine its price<br />design and implement its promotion and<br />its distribution (placement)<br />organize and deliver the after sale service<br />Goal<br />Users satisfaction<br />4P<br />
  8. 8. 8<br />Objectives<br />Give sense to the daily living environment<br />architecture, art, signalization<br />safety, innovation, atmosphere<br />Chose and implement a project, which is likely to meet a demand, internal or external, which offers something people are likely to buy or to use<br />Improve the territorial competitiveness<br />Offer an emotional experience to the users<br />Become pretty and desirable<br />Seduct the outside and<br />mobilize the inside<br />
  9. 9. 9<br />Possible topics<br />Life quality (leisure, health)<br />Attract new residents<br />Attract or facilitate the creation of new enterprises<br />Tourism Marketing<br />City Management<br />Marketing of regional products<br />Marketing of territorial institutions<br />Nature protection<br />…<br />
  10. 10. 10<br />Possible levers to build on<br />Alliances and networks <br />Trade Marks<br />Marketing of personalities<br />Labels<br />Sportainment<br />Communication<br />Clusters<br />Culture<br />Architecture and characteristic buildings (staging)<br />
  11. 11. 11<br />4 éléments of a strategy <br />Goals: What do we want to realize ? – Taking into account our starting situation and the resources we can build on (people, enterprises, environment, public sector, external partners, money)<br />Products and markets: Which are the products, services, ideas, values we want to offer or sell and to whom ? <br />Drivers of competitiveness: How do we intend to win the market (price, promotion, branding) ? <br />Collaborations (economic systems, supply chains) : Which new activities should we create ? – How can we distribute and sell our products and services ?<br />
  12. 12. 12<br />Method<br />Territorial diagnostic<br />statistics, market studies, territorial intelligence, benchmark, task force (opinion leaders), external users<br />Evaluation – analysis - challenges<br />SWOT for each target group<br />Strategic planning<br />segmentation<br />Marketing mix for each segment<br />Implementation<br /><ul><li>organization
  13. 13. project cycle management</li></li></ul><li>Example: Crans-Montana (1)<br />Objectives of the Territorial Marketing Plan:  <br />“Offer to inhabitants, enterprises and hosts frame conditions, which satisfy their needs in a sustainable way<br />Execute the economic promotion for the whole region of Crans-Montana (6 Municipalities, all economic sectors)<br />Execute the communication versus the interior (population, hosts) and the exterior”<br />5 Sub-territories according to altitude and tradition:<br />Vineyards<br />Pastures and villages<br />Intermediate pastures and tourist resort<br />Summer pasture land and ski slopes<br />Mountains and glaciers<br />13<br />
  14. 14. Example: Crans-Montana (2)<br />Users (one partial vision developed for each users’ group):<br />Population, enterprises, tourists, residents (foreigners with tax lump sum)<br />Topics:<br />Leisure – Work – Health<br />Territorial Marketing Plan (Logical Framework):<br />Goal<br />Expected Results<br />Projects<br />Democratic consolidation<br />14<br />
  15. 15. Example: Only Lyon<br />ADERLY (all most important stakeholders)<br />Label Only Lyon<br />Ambassadors (network, kit)<br />Entry doors: Parking lots<br />15<br />
  16. 16. Example: Image Festival Vevey<br />16<br />
  17. 17. Example: Dino-zoo <br />17<br />
  18. 18. Example: Prehisto-parc Réclère <br />18<br />
  19. 19. Example: Chemin du vignoble<br />19<br />Products: hiking, biking, horsing, caring<br /><ul><li> Offers with luggage transportation
  20. 20. Didactic trails
  21. 21. Vine and wine Museum
  22. 22. Discovery package</li></ul>Putting everything together<br />
  23. 23. The end<br />
  24. 24. Example: TechnoArc Sierre<br />Topic: Information and Communication Technologies (ICT)<br />Enterprises hotel<br />Incubator (premises, coaching)<br />Education, R&D<br />Common premises (conference rooms, exhibition lobby, cafeteria, restaurant)<br />Management (selling and hiring of premises, organization of events, promotion, internal and external communication, coordination with the partner Municipalities and the State)<br />21<br />

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