Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
TERRITORIAL MARKETING 
www.serec.ch 
When territories become products 
Seminar Jan III Sobieski Trail Building 
Rzeszów Ci...
• Competitive positioning of a territory aimed at attracting, 
welcoming and retain users, which will generate added value...
www.serec.ch 
Marketing Model 
3 
• People: 
– identifiy one or more target groups (segmentation), 
– identify their needs...
• To generate added value (economic, social, ecological) 
• To increase economic vitality and democratic dynamism 
• To li...
www.serec.ch 
Approach 
5 
1. Territorial diagnostic 
– statistics, market studies, permanent territorial observation, ter...
• By human beings organized geographic space, in order to fulfill 
www.serec.ch 
Resource: Territory 
6 
(or not) a divers...
www.serec.ch 
Resource: Users 
7 
Tourists 
Companies 
Fauna and flora 
Population 
Investors 
Public entities
www.serec.ch 
Resource: Knowledge 
8 
Researcher 
Marta Gołąbek 
Printed Media 
Electronic Media
www.serec.ch 
Resource: Perceptions 
9 
Everybody is right ! 
Everybody is wrong !
www.serec.ch 
Ressource: Images to merge 
10 
Percieved image 
Promoted image 
Reality Territorial Brand(s) 
Literature : ...
www.serec.ch 
Identify customers’ segments 
• Segmentation: process through 
which potential customers with 
similar needs...
www.serec.ch 
Identify population’s needs 
Maslow’s hierarchy of needs (1954) 
12
www.serec.ch 
Identify population’s needs 
13 
space 
Existence 
Relationships 
Growth 
ERG Theory
www.serec.ch 
Identify tourists needs 
14 
Rupture 
Reunion Resourcing 
Existence 
Relationships 
Growth 
ERG Theory
www.serec.ch 
Identify firms’ needs 
15 
space 
Accessibility 
Variety Proximity
Identify fauna and flora’s needs 
Networks Functionalities 
www.serec.ch 
Diversity 
16
Elaborate your Value Proposals 
• Value proposals include products and services, which 
deliver value to a specific custom...
1. Alliances and networks 
2. Brands 
3. Marketing of personalities 
4. Labels(brand + certification + control) 
5. Sporta...
www.serec.ch 
Model 1: Marketing Mix 
19 Source: www.newmediaandmarketing.com
Model 2: Business Model Canvas 
www.serec.ch 
20
www.serec.ch 
Model 3: Causal Model 
21
www.serec.ch 
Content of a Business Plan 
• Executive summary 
• Project’s, firm’s or territory’s presentation 
• Products...
www.serec.ch 
Last but not least 
23 
Courage 
Inspiration 
Will. 
Neil Armstrong, NASA 
•Ambition 
•Trust 
•Work
www.serec.ch 
The End
www.serec.ch 
25 
SEREC 
François Parvex 
parvex@serec.ch
Upcoming SlideShare
Loading in …5
×

Territorial marketing / marketing of places: When territories become products SEREC 2014

1,164 views

Published on

In a globalised world territories are more and more in competition between themselves. In order to maintain or improve their competitiveness they have to market themselves as complex products, which satisfy a large variety of users: population, entreprises, tourists, investors and even wild plants and animals.

Published in: Government & Nonprofit
  • Be the first to comment

Territorial marketing / marketing of places: When territories become products SEREC 2014

  1. 1. TERRITORIAL MARKETING www.serec.ch When territories become products Seminar Jan III Sobieski Trail Building Rzeszów City (Poland), 13.09.2014 Presented by: François Parvex, SEREC Sport, culture, gardens One comes to succeed Precision Country One stays for pleasure
  2. 2. • Competitive positioning of a territory aimed at attracting, welcoming and retain users, which will generate added value (qualitative, quantitative) • Marketing Model applied to a territory www.serec.ch Territorial Marketing 2 Literature : Philipp Kotler, Marketing of Places Benoit Meyronin, Le marketing territorial, enjeux et pratiques Vincent Gollain, Réussir sa démarche de marketing territorial , Méthode, techniques et bonnes pratiques Source: www.newmediaandmarketing.com
  3. 3. www.serec.ch Marketing Model 3 • People: – identifiy one or more target groups (segmentation), – identify their needs, • Design a Marketing Mix (4P): – Product: define then create a product, service, idea – Promotion: design and implement its promotion, – Place: organize its distribution and sale – Price: fix its price according to market conditions • organize and guarantee after sale service • create a brand Objective: mutually satisfying exchange between organizations and people
  4. 4. • To generate added value (economic, social, ecological) • To increase economic vitality and democratic dynamism • To link land planning, economy and quality of life (master plans adapted to demand and needs of users, to territorial characteristics) • To include promotion (market) into the development process www.serec.ch Why Territorial Marketing 4 • Because it’s fashionable • Because it’s a simple model
  5. 5. www.serec.ch Approach 5 1. Territorial diagnostic – statistics, market studies, permanent territorial observation, territorial benchmark, task force (opinion leaders), external users 2. Evaluation - analysis – SWOT for each customers' segment 3. Strategic planning – segmentation – conception: Marketing mix / Business Model Canvas / Causal Model – description: Business Plan / Project Document 4. Implementation • organization • Project Cycle Management
  6. 6. • By human beings organized geographic space, in order to fulfill www.serec.ch Resource: Territory 6 (or not) a diversity of activities • Convergence of realities: – historic – socio-economic – institutional – geographic
  7. 7. www.serec.ch Resource: Users 7 Tourists Companies Fauna and flora Population Investors Public entities
  8. 8. www.serec.ch Resource: Knowledge 8 Researcher Marta Gołąbek Printed Media Electronic Media
  9. 9. www.serec.ch Resource: Perceptions 9 Everybody is right ! Everybody is wrong !
  10. 10. www.serec.ch Ressource: Images to merge 10 Percieved image Promoted image Reality Territorial Brand(s) Literature : Staci M. Zavattaro, Place Branding through Phases of the Image: Balancing Image and Substance Robert Govers, Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced
  11. 11. www.serec.ch Identify customers’ segments • Segmentation: process through which potential customers with similar needs and characteristics are grouped together so that a tourism organization can apply marketing strategies for the selected market segment efficiently Examples: families, Best Agers, DINKs, hikers, cyclists, bikers, camping carists, schools, gastronomes, ornithologists, … 11
  12. 12. www.serec.ch Identify population’s needs Maslow’s hierarchy of needs (1954) 12
  13. 13. www.serec.ch Identify population’s needs 13 space Existence Relationships Growth ERG Theory
  14. 14. www.serec.ch Identify tourists needs 14 Rupture Reunion Resourcing Existence Relationships Growth ERG Theory
  15. 15. www.serec.ch Identify firms’ needs 15 space Accessibility Variety Proximity
  16. 16. Identify fauna and flora’s needs Networks Functionalities www.serec.ch Diversity 16
  17. 17. Elaborate your Value Proposals • Value proposals include products and services, which deliver value to a specific customers’ segment. This set of products and services motivates a customer to chose between an organization or another. A value proposal can for instance create an unique competitive position while proposing completely new products or services, or which have very innovating characteristics. One can also offer an added value while offering customers a supplementary service in comparison to its competitors. Example : “nature and culture” holidays for small budgets • Promotion builds on Value proposals www.serec.ch 17
  18. 18. 1. Alliances and networks 2. Brands 3. Marketing of personalities 4. Labels(brand + certification + control) 5. Sportainment 6. Communication 7. Clusters 8. Culture 9. Architecture and lighthouse monuments (staging) www.serec.ch Action levers 18
  19. 19. www.serec.ch Model 1: Marketing Mix 19 Source: www.newmediaandmarketing.com
  20. 20. Model 2: Business Model Canvas www.serec.ch 20
  21. 21. www.serec.ch Model 3: Causal Model 21
  22. 22. www.serec.ch Content of a Business Plan • Executive summary • Project’s, firm’s or territory’s presentation • Products / Services • Market and tendencies • Competition’s analysis • Marketing (4P + …) and sale • Localization / Production / Administration • Organization / Management • Risks assessment • Finances 22
  23. 23. www.serec.ch Last but not least 23 Courage Inspiration Will. Neil Armstrong, NASA •Ambition •Trust •Work
  24. 24. www.serec.ch The End
  25. 25. www.serec.ch 25 SEREC François Parvex parvex@serec.ch

×