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20th Prodexpo Real Estate Conference - Theofilos Kyratsoulis

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Prodexpo Real Estate Conference | October 21-22, 2019 | Athens, Greece

Theofilos Kyratsoulis, General Manager, Mindhaus

Published in: Real Estate
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20th Prodexpo Real Estate Conference - Theofilos Kyratsoulis

  1. 1. HOW SMART IS A SMART CITY? CO-CREATINGASMARTCITYBRAND BASEDONRESIDENTSINSIGHTS Theofilos Kyratsoulis General Manager MINDHAUS Kostas Triantafillis Account Director MINDHAUS Anthi Christou Account Supervisor MINDHAUS Andriana Biliri Account Supervisor MINDHAUS
  2. 2. Context • WHAT IS A BRAND • THE PLACE BRAND • WHAT IS A SMART CITY • KEY TAKEAWAYS
  3. 3. WHAT IS A BRAND 01
  4. 4. BRANDIS ALOGO Source: Brand Finance, 2019
  5. 5. LOGO ≠ BRAND (Un)Fortunately, your logo does not equate to your entire brand.
  6. 6. Yourbrand is what other people say about you when you’re not in the room. JeffBezos, CEO & Founder,Amazon
  7. 7. Branding is a visible representation of our invisible desire toself actualize. Joe Gebbia, Founder,Airbnb
  8. 8. What makes a business, an organization or a place unique and distinctive. Whatis importantfora business’s,an organization'sor aplace’sspecific targetgroups. Υour BRAND
  9. 9. THEPLACEBRAND 02
  10. 10. “A network of associations in the place consumers’ mind based on the visual, verbal, and behavioral expression of a place and its’ stakeholders…“ “A promise based on real evidence” Zenker & Braun, 2017 WHATISA PLACEBRAND
  11. 11. WHY IS IT IMPORTANT PLACE BRAND It boosts competitiveness. It is cost effective.
  12. 12. WHY WE NEED TO ENGAGE RESIDENTS PLACE BRAND Residents are already engaged.
  13. 13. Locals’ friendliness and hospitality is an asset. Source: TRAVELSAT Competitive Index©, INSETE, 2019 WHY WE NEED TO ENGAGE RESIDENTS PLACE BRAND
  14. 14. WHAT IS A SMART CITY 03
  15. 15. Timeline: September 16-18, 2019 Methodology: Online qualitative survey through organic sampling of real consumers (Random Device Engagement method) Tool: Pollfish Screening question: Travel outside Greeceduring the last 12 months Sample: 500 unique respondents Market: Greece UNDERSTAND PERCEPTION OF SMART CITIES
  16. 16. GENDER Men Women 18-24 25-34 35-44 45-54 >54 MiddleSchool University Postgraduate High School Technical College 47% 21% 21% 9% 2%9% 29% 25% 20% 47% 53% 17% AGE EDUCATION DEMO GRAPHICS
  17. 17. FAMILIARITY WITH SMART CITY CONCEPT Notatall Slightly Moderately Very Extremely Notes: Sample base; total sample | TotalUnique Respondents: 500 | Answers refer to perceptions
  18. 18. SMART CITY MISSION Use technology to improve everyday life for citizens and visitors. Pioneer and lead technology innovations. Implement actions to protect the environment and fight climate change. Notes: Sample base; total answers | TotalUnique Respondents: 107 | Answers refer to perceptions 24% 20% 10% 10% Address efficiently citizens’ requests and ideas.
  19. 19. 18% Innovation SMART CITY VALUES 15% Quality of life 49% Other 18% Technology Notes: Sample base; total answers | TotalUnique Respondents: 500 | Answers refer to perceptions Innovation Technology Quality of life Other
  20. 20. Notes: Sample base; total answers | TotalUnique Respondents: 500 | Answers refer to perceptions Economic growth Creativity Sustainability Other 9% Sustainability 10% Economic growth 10% Creativity 20% Other 15% Quality of life 18% Innovation 18% Technology SMART CITY VALUES
  21. 21. Notes: Sample base; total answers | TotalUnique Respondents: 500 | Answers refer to perceptions Sustainable and smart use of resources (i.e. water, waste, energy). Other Fast and efficient public services through e-governance and online payments. 28% 25% SMART CITY RATIONAL BENEFITS 47%
  22. 22. Accessible infrastructure Smart recycling bins for all waste streams Smart lighting, mobility and other traffic solutions Open public and green spaces Public organizations offering online citizens service platforms(i.e. chatbots, online chat) Immediateaccess to first-aid/ telemedicine Free Wi-Fi in public spaces Other Notes: Sample base; total answers | TotalUnique Respondents: 500 | Answers refer to perceptions 14% 13% 11% 10% 8% 8% 28% 8% MOST IMPORTANT CITY SERVICES
  23. 23. Very unlikely Somewhat unlikely Moderately Very likely Extremely likely Notes: Sample base; total answers | TotalUnique Respondents: 500 | Answers refer to perceptions CITY SMARTNESS AS A TRAVEL MOTIVE
  24. 24. Notes: Sample base; total answers | TotalUnique Respondents: 107 | Answers refer to perceptions Very unlikely Somewhat unlikely Moderately Very likely Extremely likely CITY SMARTNESS AS A TRAVEL MOTIVE
  25. 25. KEY TAKEAWAYS 04
  26. 26. KEY TAKEAWAYS Solidify your brand strategy with real evidenceand“reasonstobelieve”. Co-createyourplacebrandwith residents, businesses and stakeholders.
  27. 27. KEY TAKEAWAYS Beingsmartaddstourismvalue if communicated well. Gettingsmarteris not option whether a destination or a company.
  28. 28. tky@mindhaus.gr | contact@mindhaus.gr ©2019 MINDHAUSALL RIGHTS RESERVED Thankyou!

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