City branding and smart city. How do these two work together at the example of Lyon?
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
A good presentation to understand with the example of Lyon (city located in France) how to brand a territory from a marketing point of view. The development of territories and cities as a marketable product has led to competition between them for inward investment and government funding. It is often manifested in the attempts by cities to attract international sporting events, funds, business and people. This work has been done by Arianna Guiliodori and Mohamed El asri during the executive MBA Paris-Sorbonne University program in 2014.
A1. Quels impacts du télétravail sur l'attractivité des villes moyennes ?Cap'Com
Le développement du télétravail impact directement l’avenir des territoires. Alors que les grandes villes et métropoles continuent d’attirer - les jeunes en particulier - pour leur dynamisme et leur potentiel d’emploi, les villes moyennes et territoires ruraux deviennent de plus en plus attractifs pour les actifs. Quelles sont les territoires les plus attractifs, pour qui et pourquoi ?
Avec :
• Vincent Gollain, directeur du département économie de l'Institut Paris Région
• Kelly Simon, co-fondatrice de Paris je te quitte
Delving into "the Mediterranean city branding approach", using Madrid as example.
"Cultural Marketing | City Branding"
Professor: Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia
Présentation de la stratégie de la marque territoriale Only LyonCamille Coste
ONLYLYON est à la fois la marque et le programme de marketing international créés en 2007 par les 13 partenaires institutionnels* du territoire partageant le même objectif : faire rayonner Lyon à l’international.
Cette démarche procède du modèle lyonnais de gouvernance territoriale, et fédère aujourd’hui 28 partenaires publics et privés.
Coupures De Presse ONLYLYON
Tous sont mobilisés pour renforcer la notoriété et la compétitivité de Lyon dans un contexte de concurrence accrue entre les métropoles mondiales pour attirer les talents, les projets, les touristes…
Le programme ONLYLYON est donc mis en œuvre par l’ensemble de ces partenaires, chacun dans son domaine ou collectivement via des actions coordonnées par une équipe opérationnelle de 7 personnes, rattachées à l’ADERLY (Invest in Lyon) et en lien avec l’ensemble des forces vives de Lyon à l’international.
La démarche ONLYLYON est transversale tant dans ses champs d’intervention (secteurs, marchés) que dans ses piliers d’action (communication, relations presse…) avec pour mission de promouvoir ce qui rend Lyon si singulière (ONLY LYON !) afin de :
Faire Connaitre Lyon
Faire Aimer Lyon
Faire Venir à Lyon
Pour ce faire, l’équipe ONLYLYON déploie en soutien de ses partenaires ou bien en propre une série de moyens visant à renforcer l’image et la notoriété de Lyon sur la scène internationale. Campagnes de communication, Relations Presse, Réseau d’Ambassadeurs et stratégie digitale font partie des piliers d’action historiques de la démarche, enrichis depuis 2 ans de nouvelles initiatives.
Reunion club Marketing territorial 26 novembre 2020Vincent GOLLAIN
La réunion du Club était centré sur le retour d'attractivité des villes moyennes et territoires ruraux. Plusieurs témoignages : VivrOvert, La Manche, Haute Vienne, Grand Soissons
City branding and smart city. How do these two work together at the example of Lyon?
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
A good presentation to understand with the example of Lyon (city located in France) how to brand a territory from a marketing point of view. The development of territories and cities as a marketable product has led to competition between them for inward investment and government funding. It is often manifested in the attempts by cities to attract international sporting events, funds, business and people. This work has been done by Arianna Guiliodori and Mohamed El asri during the executive MBA Paris-Sorbonne University program in 2014.
A1. Quels impacts du télétravail sur l'attractivité des villes moyennes ?Cap'Com
Le développement du télétravail impact directement l’avenir des territoires. Alors que les grandes villes et métropoles continuent d’attirer - les jeunes en particulier - pour leur dynamisme et leur potentiel d’emploi, les villes moyennes et territoires ruraux deviennent de plus en plus attractifs pour les actifs. Quelles sont les territoires les plus attractifs, pour qui et pourquoi ?
Avec :
• Vincent Gollain, directeur du département économie de l'Institut Paris Région
• Kelly Simon, co-fondatrice de Paris je te quitte
Delving into "the Mediterranean city branding approach", using Madrid as example.
"Cultural Marketing | City Branding"
Professor: Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia
Présentation de la stratégie de la marque territoriale Only LyonCamille Coste
ONLYLYON est à la fois la marque et le programme de marketing international créés en 2007 par les 13 partenaires institutionnels* du territoire partageant le même objectif : faire rayonner Lyon à l’international.
Cette démarche procède du modèle lyonnais de gouvernance territoriale, et fédère aujourd’hui 28 partenaires publics et privés.
Coupures De Presse ONLYLYON
Tous sont mobilisés pour renforcer la notoriété et la compétitivité de Lyon dans un contexte de concurrence accrue entre les métropoles mondiales pour attirer les talents, les projets, les touristes…
Le programme ONLYLYON est donc mis en œuvre par l’ensemble de ces partenaires, chacun dans son domaine ou collectivement via des actions coordonnées par une équipe opérationnelle de 7 personnes, rattachées à l’ADERLY (Invest in Lyon) et en lien avec l’ensemble des forces vives de Lyon à l’international.
La démarche ONLYLYON est transversale tant dans ses champs d’intervention (secteurs, marchés) que dans ses piliers d’action (communication, relations presse…) avec pour mission de promouvoir ce qui rend Lyon si singulière (ONLY LYON !) afin de :
Faire Connaitre Lyon
Faire Aimer Lyon
Faire Venir à Lyon
Pour ce faire, l’équipe ONLYLYON déploie en soutien de ses partenaires ou bien en propre une série de moyens visant à renforcer l’image et la notoriété de Lyon sur la scène internationale. Campagnes de communication, Relations Presse, Réseau d’Ambassadeurs et stratégie digitale font partie des piliers d’action historiques de la démarche, enrichis depuis 2 ans de nouvelles initiatives.
Reunion club Marketing territorial 26 novembre 2020Vincent GOLLAIN
La réunion du Club était centré sur le retour d'attractivité des villes moyennes et territoires ruraux. Plusieurs témoignages : VivrOvert, La Manche, Haute Vienne, Grand Soissons
AT18 - Marketing territorial : construire sa démarche et son positionnementCap'Com
Le marketing territorial, toutes les collectivités s’y mettent. Mais la démarche mérite rigueur et constance surtout pour les collectivités dont les moyens sont inversement proportionnels à leurs ambitions. Les différentes étapes qui guident les démarches de marketing territorial relèvent d’une méthode qui s’adapte aux enjeux et aux capacités de tous les territoires, petites villes ou intercommunalités.
Helping practitioners understand changes to Exempt and Complying DevelopmentPlanning & Infrastructure
This presentation supports a series of information sessions the department has organised to help industry and council planning practitioners understand the recent changes to the Exempt and Complying Development Policy and the EP&A Regulation 2000.
A.2 Attirer les étudiants pour renforcer son attractivitéCap'Com
En contribuant à sa notoriété et son développement économique, la cible étudiante participe à renforcer la compétitivité et l’attractivité d’un territoire. Lorsqu’ils ont à faire le choix de leur lieu d’étude, quels sont leurs critères de décision et quels leviers activer pour retenir l’attention des étudiants
Vincent Gollain, directeur du département économie de l'IAU Île-de-France
Marine Triomphe, directrice des relations extérieures de l'Esdes, école de management de l'Ucly
B2. L'évènementiel : un levier stratégique du marketing territorialCap'Com
Qu’ils soient culturels, sportifs, économiques ou industriels, les évènements peuvent être un véritable levier pour dynamiser les atouts du territoire en transformant sa réputation et en jouant sur ses performances d’attractivité. Quelle méthode pour un événement à haute valeur ajoutée ? Comment hiérarchiser les priorités et où investir les moyens ?
Vincent Larquet, directeur stratégie de l’Union Française des Métiers de l’événement
Visual Communication Planner 3: Strategy made easyGabriele Carboni
Planning your communication strategy doesn’t have to be complicated. Analyse, outline and create a visual plan of your web communication strategy with this simple (free) tool.
Download the Visual Communication Planner on http://visualcommunicationplanner.com and get your free resources!
English version 3.0
Ponència de Montse Gomà, responsable de projectes
d’Anthesis La Vola, a la jornada de presentació de la Guia per a l’organització d’esdeveniments
sostenibles, organitzada per la Direcció General de Qualitat Ambiental i Canvi Climàtic
Etude de cas d'entreprise, cas CAROLL google analyticsStephane FRABOUL
Etude de cas d'entreprise, cas CAROLL google analytics
Digital Analytics - MBA ESG Executive Education
Tracking E-commerce
Data Visualization
KPI's, Indicateurs de Performances Web
Dashboards, tableaux de suivi
Recommandations stratégiques
Business Plan "Piano di marketing per lo sviluppo turistico di Golfo AranciMTM IULM
The module "Business Plan" of the Master in Tourism Management of IULM university enables participants to elaborate a team entrepreneurial project based on a strategic and economical analysis, applying tools and methodologies learnt during the Master under the supervision of a tutor. The Business Plan "Piano di marketing per lo sviluppo turistico di Golfo Aranci" (MMT III edition) aims at developing a marketing plan for the tourism enhancement of the area of Golfo Aranci in Sardinia. Another objective is to evaluate the economic and financial feasibility of a new hotel in Golfo Aranci. The tutor of the project is Emilio Valdameri, President of Progetto Turismo.
AT24 - La fête des lumières : introduction à l'événement qui symbolise Lyon_#...Cap'Com
Premiers pas dans la Fête des lumières. Comment, à partir d’une tradition locale, la ville de Lyon a développé un événement culturel hors norme, entraînant dans son sillage l’économie locale. Atelier introductif qui se poursuit librement au centre de Lyon pour assister à l’ouverture de la Fête des Lumières.
La formula dell’albergo diffuso come modello di turismo sostenibile. Un proge...Chiara Ruggeri
Presentazione personale della tesi di laurea magistrale sul tema dell'Albergo Diffuso e della sostenibilità turistica, con un focus sul mercato tedesco per valutarne l'appetibilità della formula.
Attractivité des territoires : mirages, virages et ancrages.
Vincent Gollain, directeur du département Économie de l'IAU, détaille les apports du marketing territorial à l'attractivité des territoires, et ses perspectives...
Depuis sa création, le voyage est au cœur de l’histoire et du positionnement de la marque. Malletier d’origine, Louis Vuitton a accompagné les plus grands explorateurs, hommes d’État et pionniers dans leurs déplacements.
Louis Vuitton rompt définitivement les codes classiques de la communication du luxe pour recentrer sa communication sur l’élément primordial de son histoire sans lequel la marque n’aurait pas de raison d’exister : le voyage.
Ainsi, le voyage n’est plus un simple déplacement physique mais une expérience personnelle, une rencontre avec les autres et surtout avec soi-même durant lequel le bagage, puis les autres produits de la marque, deviennent des compagnons de route, des complices.
This presentation is the fruit of labour of five people, working for two weeks on a fictive call for tenders for the renown Château de Versailles.
The main challenge consisted in turning the website into a real experience while preserving the Versailles' excellency, its History, and all the necessary informations to get there.
Our value proposition was to guide and accompany the user from the choice of its reservation to the physic visit.
We intended to find new solutions to make the consumer feel safer, more trustful and tickle its curiosity.
Hope you enjoy.
The presentation is in French.
L’étude « La marque employeur au sein des collectivités territoriales : état, diagnostic et bonnes pratiques » a été réalisée en février 2022 par Cap’Com en partenariat avec l’institut d’études Occurrence. Si elle montre que les freins sont encore nombreux, l’état des lieux dressé par cette enquête laisse présager une prise en compte rapide de la marque employeur dans le secteur public. Où en est-on ? Quels sont les principaux objectifs et moyens constitutifs d’une stratégie de marque employeur ? Quels sont les leviers d’actions ou bonnes pratiques ?
Madrid & Lyon ~ City branding analysis and critiqueEva Anagnostaki
Delving into "the Mediterranean city branding approach", using Madrid and Lyon as examples.
"Cultural Marketing | City Branding"
Professor: Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia
AT18 - Marketing territorial : construire sa démarche et son positionnementCap'Com
Le marketing territorial, toutes les collectivités s’y mettent. Mais la démarche mérite rigueur et constance surtout pour les collectivités dont les moyens sont inversement proportionnels à leurs ambitions. Les différentes étapes qui guident les démarches de marketing territorial relèvent d’une méthode qui s’adapte aux enjeux et aux capacités de tous les territoires, petites villes ou intercommunalités.
Helping practitioners understand changes to Exempt and Complying DevelopmentPlanning & Infrastructure
This presentation supports a series of information sessions the department has organised to help industry and council planning practitioners understand the recent changes to the Exempt and Complying Development Policy and the EP&A Regulation 2000.
A.2 Attirer les étudiants pour renforcer son attractivitéCap'Com
En contribuant à sa notoriété et son développement économique, la cible étudiante participe à renforcer la compétitivité et l’attractivité d’un territoire. Lorsqu’ils ont à faire le choix de leur lieu d’étude, quels sont leurs critères de décision et quels leviers activer pour retenir l’attention des étudiants
Vincent Gollain, directeur du département économie de l'IAU Île-de-France
Marine Triomphe, directrice des relations extérieures de l'Esdes, école de management de l'Ucly
B2. L'évènementiel : un levier stratégique du marketing territorialCap'Com
Qu’ils soient culturels, sportifs, économiques ou industriels, les évènements peuvent être un véritable levier pour dynamiser les atouts du territoire en transformant sa réputation et en jouant sur ses performances d’attractivité. Quelle méthode pour un événement à haute valeur ajoutée ? Comment hiérarchiser les priorités et où investir les moyens ?
Vincent Larquet, directeur stratégie de l’Union Française des Métiers de l’événement
Visual Communication Planner 3: Strategy made easyGabriele Carboni
Planning your communication strategy doesn’t have to be complicated. Analyse, outline and create a visual plan of your web communication strategy with this simple (free) tool.
Download the Visual Communication Planner on http://visualcommunicationplanner.com and get your free resources!
English version 3.0
Ponència de Montse Gomà, responsable de projectes
d’Anthesis La Vola, a la jornada de presentació de la Guia per a l’organització d’esdeveniments
sostenibles, organitzada per la Direcció General de Qualitat Ambiental i Canvi Climàtic
Etude de cas d'entreprise, cas CAROLL google analyticsStephane FRABOUL
Etude de cas d'entreprise, cas CAROLL google analytics
Digital Analytics - MBA ESG Executive Education
Tracking E-commerce
Data Visualization
KPI's, Indicateurs de Performances Web
Dashboards, tableaux de suivi
Recommandations stratégiques
Business Plan "Piano di marketing per lo sviluppo turistico di Golfo AranciMTM IULM
The module "Business Plan" of the Master in Tourism Management of IULM university enables participants to elaborate a team entrepreneurial project based on a strategic and economical analysis, applying tools and methodologies learnt during the Master under the supervision of a tutor. The Business Plan "Piano di marketing per lo sviluppo turistico di Golfo Aranci" (MMT III edition) aims at developing a marketing plan for the tourism enhancement of the area of Golfo Aranci in Sardinia. Another objective is to evaluate the economic and financial feasibility of a new hotel in Golfo Aranci. The tutor of the project is Emilio Valdameri, President of Progetto Turismo.
AT24 - La fête des lumières : introduction à l'événement qui symbolise Lyon_#...Cap'Com
Premiers pas dans la Fête des lumières. Comment, à partir d’une tradition locale, la ville de Lyon a développé un événement culturel hors norme, entraînant dans son sillage l’économie locale. Atelier introductif qui se poursuit librement au centre de Lyon pour assister à l’ouverture de la Fête des Lumières.
La formula dell’albergo diffuso come modello di turismo sostenibile. Un proge...Chiara Ruggeri
Presentazione personale della tesi di laurea magistrale sul tema dell'Albergo Diffuso e della sostenibilità turistica, con un focus sul mercato tedesco per valutarne l'appetibilità della formula.
Attractivité des territoires : mirages, virages et ancrages.
Vincent Gollain, directeur du département Économie de l'IAU, détaille les apports du marketing territorial à l'attractivité des territoires, et ses perspectives...
Depuis sa création, le voyage est au cœur de l’histoire et du positionnement de la marque. Malletier d’origine, Louis Vuitton a accompagné les plus grands explorateurs, hommes d’État et pionniers dans leurs déplacements.
Louis Vuitton rompt définitivement les codes classiques de la communication du luxe pour recentrer sa communication sur l’élément primordial de son histoire sans lequel la marque n’aurait pas de raison d’exister : le voyage.
Ainsi, le voyage n’est plus un simple déplacement physique mais une expérience personnelle, une rencontre avec les autres et surtout avec soi-même durant lequel le bagage, puis les autres produits de la marque, deviennent des compagnons de route, des complices.
This presentation is the fruit of labour of five people, working for two weeks on a fictive call for tenders for the renown Château de Versailles.
The main challenge consisted in turning the website into a real experience while preserving the Versailles' excellency, its History, and all the necessary informations to get there.
Our value proposition was to guide and accompany the user from the choice of its reservation to the physic visit.
We intended to find new solutions to make the consumer feel safer, more trustful and tickle its curiosity.
Hope you enjoy.
The presentation is in French.
L’étude « La marque employeur au sein des collectivités territoriales : état, diagnostic et bonnes pratiques » a été réalisée en février 2022 par Cap’Com en partenariat avec l’institut d’études Occurrence. Si elle montre que les freins sont encore nombreux, l’état des lieux dressé par cette enquête laisse présager une prise en compte rapide de la marque employeur dans le secteur public. Où en est-on ? Quels sont les principaux objectifs et moyens constitutifs d’une stratégie de marque employeur ? Quels sont les leviers d’actions ou bonnes pratiques ?
Madrid & Lyon ~ City branding analysis and critiqueEva Anagnostaki
Delving into "the Mediterranean city branding approach", using Madrid and Lyon as examples.
"Cultural Marketing | City Branding"
Professor: Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia
The growing necessity for the implementation of new financial schemes within the framework of ESI Funds is becoming more and more evident. At the same time, a more democratic, transparent and efficient allocation of such European resources continues to be a priority for the European Commission, as well as for regional authorities and citizens.
In this perspective, the European Crowdfunding Network would like to highlight some of the potential benefits that civic crowdfunding could provide, if coupled with ESI Funds and other resources. You can find our arguments in the attached white paper “The European Dimension of Civic Crowdfunding. The potential of crowdfunding for boosting economic and social effectiveness of European Structural and Investment Funds”.
The paper will serve as a basis for the creation of a Working Group of interested parties (both from the crowdfunding industry and from regional and local authorities) that will jointly analyse how of Crowdfunding can be integrated into ESI Funds as a match-funding mechanism. We firmly believe that, in order to have a stronger impact on European and national policy-makers, it is of paramount importance to gather a strong network of organisations that agree on the statements that we want to put forward.
If you would like to support the views expressed in this paper, or receive more information on how to join the Working Group, please contact francesca.passeri@eurocrowd.org.
If you would like more info about Growfunding, please contact frederik@growfunding.be
Pauline is a young French professional who graduated in Entrepreneurship and Innovation at SKEMA, Suzhou, China. After working in different sustainability-focused startups and in a Parisian incubator for web startups, she is now China coordinator for GROUPE SOS, one of the foremost European social enterprises. GROUPE SOS fights against poverty and social exclusion, and also supports social entrepreneurs through consulting missions, incubation programs and impact investing. After exploring the local market of social economy, she is starting to work on some co-created projects with local actors in order to foster social entrepreneurship in China.
The Social Express is a non-profit that organizes original trips to support the social entrepreneurship sector and its actors while training the youth to be more impactful. After a trip to Paris and Bucharest last year to work on the 10 entrepreneurs projects, The Social Express is heading to Shanghai for the 2015 Asia edition.
Presentazione del Comune di Milano sulle iniziative dedicate alla Sharing Economy e Smart City della Città (Grazie a Renato Galliano per la condivisione).
"Colombia by hand. Discovering the artisan routes". Country Brand CampaignJulia Henao Ramírez
How to promote a country based on its country brand strengths? How to set a strategy to promote a country from its cultural artifacts? This capstone proposal answers those questions
Briefly, CIVICROWD is the KICKSTARTER for government. It empowers citizens to invest in their communities. It is a donation based crowdfunding platform that connects citizens with their local government. This brings additional funds to cities and allows citizens to invest in projects where their heart lies.
CIVICROWD brings civic engagement in a transparent and efficient form. It connects citizens and cities in a convenient way that will change the way citizens interact with their local government.
Place Marketing Forum 16 Speakers: the greet meeting of place marketing, at the Congress Center of Aix-en-Provence (France), 09th and 10th of March 2016 !
Community Consulenza nella Comunicazione (Communication Advisory) is one of the leading PR firm in Italy. It belongs to Community Group – global advisory group active in the communication sector and it is leader in corporate and financial communication, product communication and in crisis management. Other companies part of Community Group are Community Public Affairs and Community Media Research, which is active in social and economic market researches. It belongs to the same group also D.Community, the division focussed on digital PR.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Forgotten Secret Weapon of Digital Marketing: Email
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. Why LYON?
Smart city
Top quality Universities
Artistic city
Business friendly
Festival de la lumiere:
https://www.youtube.com/watch?v
=0SJ0J0DAUoc
1,3million inhabitants
4. the campaign || initiative & partners
Main objective: to build Lyon’s international reputation
Make Lyon better known
Generate appreciation for Lyon
Bring people to Lyon
→ with 28 private and public partners
5.
6. the campaign || Where does Lyon stand?
Rankings
38th on the Mercer 2016 ranking
Global Liveability Ranking (EUI): 30th place
Based on Reputation Institute: Lyon is a
little-known city with a strong reputation
→ so it needs to communicate its brand to
a wider audience
Between Milan and Singapore | Lyon is
33rd
7. the campaign || Main sectors of interest
1. Innovation, part of Lyon’s DNA
Lyon as the first smart city in France https://www.youtube.com/watch?v=kjo_TSOOTsM
8. the campaign || Main sectors of interest
2. Dynamic Business and Economics
video for promoting the creative industries: https://www.youtube.com/watch?v=P2ck_lY29CQ
A dynamic and innovative economy - ranked 17th in the IBM 2014 rankings for the world most
attractive cities in terms of investment. (main sectors: Life Sciences & Chemistry/environment).
Ranked 1st most business-friendly city in France - L’expansion L’express 2014
in 2014, the Festival of Lights was “exported” to Dubai in order to attract international interest +
ongoing collaboration with Emirates for advertising Lyon at all their flights
9. the campaign || Main sectors of interest
3. Lyon, an ideal quality of life
An urban heritage (classified a Unesco World Heritage site and the second most important
Renaissance site after Venice)
Smartness
10. the campaign || Main sectors of interest
4. Culture & Events
20% of the city’s budget is dedicated to cultural projects
Vivid cultural life throughout the city/multiple events/festivals
Fête des Lumières (Festival of Lights)
→ This 4-day festival attracts more than 4 million visitors each year | a flagship event for the city’s
brand (example: https://www.youtube.com/watch?v=dp9bYDmj0YQ)
11. the campaign || Main sectors of interest
5. Excellence in Education
10% international students
46th Best Student City, according to QS
6. Sports & Leisure
12. the campaign || How they did it?
Communication tools
“Addicted to Lyon” Campaign (since 2013) →
storytelling approach
Ambassadors
http://www.onlylyon.com/en/
13. the campaign || How they did it?
Communication tools
Social media innovative approach - the 1st city to implement large-scale social media campaigns
in order to promote its city branding (in 2009). On 2016 they plan to implement:
10 international digital campaigns on FB, youtube and twitter
2-month targeted international business campaign on LinkedIn (to reach 900,000 decision
makers)
Strong INSTAGRAM presence, where Lyon fans upload photos of the city
“ONLYLYON buzz”: collaboration with Lyon’s higher education institutions specializing in
communication, acting as creative incubators to produce videos and photos inspired by the City
and create a buzz → going “viral” approach
Press - multiple events for international journalists
14. the campaign
Results
Achieved target of 100 million views
across Facebook activity in 2015
Achieved 50,000 Twitter followers,
against a target of 35,000
ONLYLYON social media activity and
branding program contributed to
Invest in Lyon, attracting 80
international companies to set up
business in Lyon over the past two
year.
16. the campaign
Results
Politically: Since January 2015, the wider
area of Lyon, its suburbs and other 58
small cities, have all been paired to
Métropole de Lyon → greater
political power of Lyon, to the wider area |
strategic plan on making the wider area
SMARTER:
http://www.grandlyon.com/fileadmin/user_uploa
d/media/images/institution/20141218_gl_compe
tencesmetropole_1200.jpg
18. About the campaign...
The Lyonnais are participating in the campaign either as ambassadors or as social media users - it
doesn’t seem as if its citizens are fully engaged and integrated to the marketing campaign.
→ having the opportunity to participate but not to co-create
Although the campaign was launched based on an innovative approach, investing in social media (in
2009), nowadays it seems like this innovative spirit has reached a plateau.
→ bringing new investments in, but not start-ups and creative industries
LOGO similar to other campaigns (beBerlin, Madrid,I Amsterdam etc)
→ more of a reproduction rather than a creative idea, reflecting a local character
GRAND LYON’s main goal was to make LYON the #1 European city for start-up companies
→ lack of creativity in design, communication strategies.
19. About the city of Lyon...
Lyon is a vibrant city with a unique vibe, ideal for young creative individuals and with a strong cultural
presence
→ its unique vibe is not communicated to the world, but if you visit it, it’s there
Lyon needs to build a unique city identity and build on it, in a GLOCAL way.
→ challenge for contemporary cities:
As Michael Speaks (2002) points out, cities are faced with the paradoxical problem of constructing identities based on
differences that disappear at a rate proportional of the growth of global sameness.
Mid-size cities like Lyon face a difficulty in defining their competition.
→ it doesn’t have the capacity to welcome and satisfy everyone (as large metropolis like Paris,
Tokyo etc can), its city branding should be more narrow, but not in a restrictive way.
20. Conclusions
● Contemporary cities sometimes fail to create a unique identity, because they focus on the global
competition and instead of starting with their best, original raw material, they try to find “external”
ideas to promote their city.
→ Benchmarking is very helpful, but it requires a deep knowledge of one’s identity, nature, social
nexus, history and tendencies.