1. Territorial marketing involves more than just promotion and advertising. It is a strategic approach focused on understanding customer needs to develop a competitive identity and advantageous offerings for a place.
2. In France, territorial marketing commonly uses collective initiatives and action plans agreed upon by multiple stakeholders to effectively promote areas. An example is the Paris Region's Attractiveness Action Plan.
3. French territorial marketing employs various best practices like identifying assets through criteria like celebrities and infrastructure, using interactive maps to promote diverse offerings, and humor or luxury themes in creative marketing campaigns. Collective brands and connecting places through international tours are also approaches.
Marketing involves identifying and meeting human and social needs profitably. It includes all activities involved in transferring products from producers to consumers. The key concepts of marketing are needs, products, utility and value, exchange and relationships, markets and marketers. Marketing consists of functions like understanding consumers, analyzing opportunities, developing plans and strategies, implementing plans, and setting controls. It aims to create, communicate and deliver value for customers and manage relationships.
1) Sport sponsorship can help companies heighten visibility, shape consumer attitudes, and communicate commitment to a lifestyle.
2) There are many benefits to sponsorship, including wide exposure from events, vast publicity opportunities, and the ability to target communications by age, income, geography and gender.
3) Originally dominated by beer and tobacco, the biggest sponsors now include packaged goods, retail, and financial services. Measurement of sponsorship effectiveness can be challenging but sales metrics provide some insights.
Celina Doucette provides a marketing portfolio highlighting her experience in fashion marketing, brand marketing, sales promotion, business management, global marketing, public relations, and e-commerce management. The document includes professional summaries of projects she worked on promoting children's clothing, rebranding a handbag brand, celebrity collaborations, charitable events, and developing an online retailer. It also includes references and examples of her work.
Marketing Lead was founded in 1998 to provide strategic marketing services. It focuses on developing creative, modern, and efficient marketing ideas. The company aims to respond promptly to customers' changing needs. It has expertise in various marketing areas including events, promotions, media planning, and human resources. Marketing Lead has successfully completed over 120 projects for major companies and partners with other agencies internationally.
The document discusses South African Tourism, the official tourism marketing organization of South Africa. It markets South Africa internationally to three main traveler groups: international leisure travelers, domestic/regional travelers, and business tourists. The document provides an overview of South Africa's marketing activities in China, including research conducted on the Chinese travel market. It analyzes China's travel market in terms of demographics, travel patterns, and perceptions of South African Tourism's target segments within China.
Territorial marketing - when places become products Kazinsbarcika, Hungary, ...regiosuisse
Territorial marketing involves applying marketing principles to promote and position a geographic region to attract various stakeholders. The document discusses territorial marketing strategies for several regions, including Crans-Montana, Lyon, Vevey, and Sierre. Key aspects of territorial marketing strategies include identifying target groups, developing products and services tailored to their needs, and implementing promotional campaigns and partnerships to improve the region's competitiveness and attractiveness. The goal is to satisfy stakeholders and create value for the territory through economic and population growth.
Les nouveaux enjeux du marketing territorial.
Conférence du 20 Juin 2013.
Les villes et les territoires sont devenus des « marques ». Pourquoi et comment ces enjeux sont-ils devenus stratégiques, pour les élus, mais pas uniquement: pour l’ensemble des parties prenantes liées aux territoires aussi.
Contrairement aux apparences, le marketing territorial n’est pas uniquement une concurrence territoriale, c’est surtout une émulation, une énergie, un stimulateur de développement et d’innovation. Une concurrence positive, profitable à tous : développer l’attractivité; améliorer le confort de vie; promouvoir et veiller à la qualité environnementale; encourager les initiatives; Etc. : ce qui fait du bien à mon territoire fait du bien à tout le territoire.
Et si le marketing territorial s'inscrit lui aussi dans la mondialisation, c'est aussi pour en tirer avantages: réputation internationale, marché mondial, et interdépendance avec l'image de la France. En effet, marketing territorial et image France sont de plus en plus liés: l’attractivité des territoires sera renforcée par l’attractivité France, et l’attractivité France profitera du dynamisme territorial.
Mais si le « made in France » est d’actualité, nous avons toutefois un plus fort sentiment d’appartenance territorial que national, ce qui explique la force du "made in chez moi" et du marketing de terroir et d'appellations. D'ailleurs, cette « valeur territoriale » est de plus en plus poussée comme un argument de vente, par les territoires eux-mêmes, mais aussi (de + en +) par les acteurs économiques … à l’exemple des distributeurs « amis des territoires ».
Ces marques-territoires sont devenues des marques partagées, revendiquées, portées par un ensemble de parties prenantes. Et pourtant, il n’en demeure pas moins un rôle particulier du côté des élus et des pouvoirs publics qui doivent étudier, piloter, comparer, arbitrer « leur marque » pour promouvoir son image, sa notoriété, sa réputation, son attractivité. Ces nouvelles exigences sont aussi « un nouveau métier » pour les élus et leurs équipes, dans un contexte qui se complexifie et se professionnalise. Les premières étapes sont celles de l’audit de marque pour définir une plateforme de marque et un positionnement stratégique qui devra ensuite être décliné en communication territoriale, mettant en action un ensemble de supports et canaux, en bonne articulation et cohérence.
Les parties prenantes se multiplient car nous passons de la communication externe (venez visiter, venez vous installer …) à l’animation de réseau, sur des enjeux de rayonnement, de réputation et de mobilisation (les marques-ambassadeurs, la fierté d’appartenance). Le marketing territorial, d’inspiration publique est en train de devenir un enjeu collectif, multi parties-prenantes. Les élus et responsables publics sont de plus en plus des animateurs de réseau
Marketing involves identifying and meeting human and social needs profitably. It includes all activities involved in transferring products from producers to consumers. The key concepts of marketing are needs, products, utility and value, exchange and relationships, markets and marketers. Marketing consists of functions like understanding consumers, analyzing opportunities, developing plans and strategies, implementing plans, and setting controls. It aims to create, communicate and deliver value for customers and manage relationships.
1) Sport sponsorship can help companies heighten visibility, shape consumer attitudes, and communicate commitment to a lifestyle.
2) There are many benefits to sponsorship, including wide exposure from events, vast publicity opportunities, and the ability to target communications by age, income, geography and gender.
3) Originally dominated by beer and tobacco, the biggest sponsors now include packaged goods, retail, and financial services. Measurement of sponsorship effectiveness can be challenging but sales metrics provide some insights.
Celina Doucette provides a marketing portfolio highlighting her experience in fashion marketing, brand marketing, sales promotion, business management, global marketing, public relations, and e-commerce management. The document includes professional summaries of projects she worked on promoting children's clothing, rebranding a handbag brand, celebrity collaborations, charitable events, and developing an online retailer. It also includes references and examples of her work.
Marketing Lead was founded in 1998 to provide strategic marketing services. It focuses on developing creative, modern, and efficient marketing ideas. The company aims to respond promptly to customers' changing needs. It has expertise in various marketing areas including events, promotions, media planning, and human resources. Marketing Lead has successfully completed over 120 projects for major companies and partners with other agencies internationally.
The document discusses South African Tourism, the official tourism marketing organization of South Africa. It markets South Africa internationally to three main traveler groups: international leisure travelers, domestic/regional travelers, and business tourists. The document provides an overview of South Africa's marketing activities in China, including research conducted on the Chinese travel market. It analyzes China's travel market in terms of demographics, travel patterns, and perceptions of South African Tourism's target segments within China.
Territorial marketing - when places become products Kazinsbarcika, Hungary, ...regiosuisse
Territorial marketing involves applying marketing principles to promote and position a geographic region to attract various stakeholders. The document discusses territorial marketing strategies for several regions, including Crans-Montana, Lyon, Vevey, and Sierre. Key aspects of territorial marketing strategies include identifying target groups, developing products and services tailored to their needs, and implementing promotional campaigns and partnerships to improve the region's competitiveness and attractiveness. The goal is to satisfy stakeholders and create value for the territory through economic and population growth.
Les nouveaux enjeux du marketing territorial.
Conférence du 20 Juin 2013.
Les villes et les territoires sont devenus des « marques ». Pourquoi et comment ces enjeux sont-ils devenus stratégiques, pour les élus, mais pas uniquement: pour l’ensemble des parties prenantes liées aux territoires aussi.
Contrairement aux apparences, le marketing territorial n’est pas uniquement une concurrence territoriale, c’est surtout une émulation, une énergie, un stimulateur de développement et d’innovation. Une concurrence positive, profitable à tous : développer l’attractivité; améliorer le confort de vie; promouvoir et veiller à la qualité environnementale; encourager les initiatives; Etc. : ce qui fait du bien à mon territoire fait du bien à tout le territoire.
Et si le marketing territorial s'inscrit lui aussi dans la mondialisation, c'est aussi pour en tirer avantages: réputation internationale, marché mondial, et interdépendance avec l'image de la France. En effet, marketing territorial et image France sont de plus en plus liés: l’attractivité des territoires sera renforcée par l’attractivité France, et l’attractivité France profitera du dynamisme territorial.
Mais si le « made in France » est d’actualité, nous avons toutefois un plus fort sentiment d’appartenance territorial que national, ce qui explique la force du "made in chez moi" et du marketing de terroir et d'appellations. D'ailleurs, cette « valeur territoriale » est de plus en plus poussée comme un argument de vente, par les territoires eux-mêmes, mais aussi (de + en +) par les acteurs économiques … à l’exemple des distributeurs « amis des territoires ».
Ces marques-territoires sont devenues des marques partagées, revendiquées, portées par un ensemble de parties prenantes. Et pourtant, il n’en demeure pas moins un rôle particulier du côté des élus et des pouvoirs publics qui doivent étudier, piloter, comparer, arbitrer « leur marque » pour promouvoir son image, sa notoriété, sa réputation, son attractivité. Ces nouvelles exigences sont aussi « un nouveau métier » pour les élus et leurs équipes, dans un contexte qui se complexifie et se professionnalise. Les premières étapes sont celles de l’audit de marque pour définir une plateforme de marque et un positionnement stratégique qui devra ensuite être décliné en communication territoriale, mettant en action un ensemble de supports et canaux, en bonne articulation et cohérence.
Les parties prenantes se multiplient car nous passons de la communication externe (venez visiter, venez vous installer …) à l’animation de réseau, sur des enjeux de rayonnement, de réputation et de mobilisation (les marques-ambassadeurs, la fierté d’appartenance). Le marketing territorial, d’inspiration publique est en train de devenir un enjeu collectif, multi parties-prenantes. Les élus et responsables publics sont de plus en plus des animateurs de réseau
Vgollain marketing of places-cities-and-destinations-in-france-january2015Vincent GOLLAIN
This presentation shows some methods, techniques and Best Practicies of Marketing and Branding initiatives made by local areas (district, city, département and region) in France.
This document discusses strategic management and business planning. It begins by outlining the importance of writing a business plan to organize thoughts, attract investors, and understand the business. The document then defines strategic management as the art and science of formulating, implementing, and evaluating cross-functional decisions to achieve objectives. It distinguishes between strategic management, which includes strategy formulation, implementation, and evaluation, and strategic planning, which refers primarily to strategy formulation. The rest of the document provides details on key aspects of strategic management, including environmental scanning, strategy formulation, implementation, and evaluation and control.
Successful strategies sales and marketingStephen Bibby
This document discusses strategies for linking corporate marketing to strategic management models. It covers key marketing concepts like the 4 P's of marketing (product, price, promotion, and place) and tools for segmentation, product lifecycles, and market growth matrices. The document emphasizes understanding customer needs and exceeding their desired satisfaction. It also discusses linking marketing strategies to external factors like national strengths using Porter's Diamond model. The overall goal is to shape marketing strategies that reflect strengths in the competitive environment.
The document defines key marketing concepts:
1. Segmentation divides markets into subgroups with similar characteristics. Target marketing develops offerings for specific segments.
2. Brand positioning creates a market perception of a brand based on attributes.
3. Effective segmentation is measurable, accessible, substantial, and practical.
This document discusses key concepts in marketing. It defines marketing as an integrated process through which companies build relationships and create value for customers. The document outlines core concepts like understanding customer needs and targeting specific market segments. It also describes how the focus of marketing has evolved from production and selling to a customer-centric approach centered on creating value and satisfaction. Marketing is defined as being vital to organizational success by anticipating customer wants and delivering superior value compared to competitors.
The document discusses marketing planning for charities. It begins with defining marketing and explaining its evolution and role in not-for-profit organizations. It then covers marketing planning processes like conducting a situation analysis, setting objectives, developing a strategy and tactics, and implementing an action plan. The rest of the document provides details on various marketing planning frameworks and concepts that can be applied for charities, including segmentation, targeting, the marketing mix, product lifecycles, and performance tracking.
Making Global Campaigns Relevant For Local B2B ClientsVivastream
This document provides tips for making global marketing campaigns relevant for local B2B clients. It discusses the importance of thinking globally but acting locally. Key points include:
1. Develop global messaging and assets while allowing for cultural customization. Provide options for different local budgets.
2. Study each local market and ecosystem to understand decision-makers, influencers, values, and media. Consider legal differences.
3. Involve local teams in goal-setting and give autonomy over multi-channel campaigns. Communicate results globally.
4. Set key performance indicators and track campaigns in CRM software to analyze effectiveness in each location.
5. Create local partnerships with industry leaders, think tanks, and
Chapter 5 managing marketing for mice industryPavit Tansakul
This chapter discusses marketing issues relevant to the MICE industry in Thailand. It outlines the current competitive environment and examines the key stakeholders in the industry, their customers, and the marketing distribution system. The chapter explores concepts like market segmentation, product positioning, differentiation, and the marketing mix as applied to MICE service providers. It also covers relationship marketing and how technology is impacting the industry.
The document discusses the scope and key concepts of marketing management. It defines marketing in several ways, emphasizing meeting customer needs and wants through exchange and relationships. It outlines the marketing mix of product, price, place and promotion. It also discusses the changing business environment and different philosophies, like relationship marketing and integrated marketing, that organizations use.
The document discusses marketing concepts and the marketing mix. It defines marketing concepts as the philosophies adopted by companies to market their products. It then outlines traditional concepts like the exchange concept versus modern concepts like the marketing concept. The marketing mix is introduced as the combination of product, price, place, and promotion strategies used to satisfy the target market. The roles of each element are defined, along with other factors like packaging, people, and politics. The document provides details on how the marketing mix elements can be blended to meet customer needs.
This document summarizes key points from chapters 2, 11, and 12 of a marketing course. It discusses marketing planning, advertising decisions, and promotions. Specifically, it covers the objectives and process of developing a marketing plan, factors in setting advertising budgets and targeting customers, and the objectives and impacts of various promotion strategies.
Advertising is a form of communication used to encourage or persuade an audience to take action. The objectives of advertising include preparing for new products, creating demand, facing competition, and informing customers. When developing an advertising message, companies must generate, evaluate, and execute the message. They must also consider the product life cycle stage, market share, competition, and advertising frequency when setting their advertising budget. Selecting the right media is also important, as it depends on factors like reach, frequency, and timing. Measuring the effectiveness of advertising allows companies to understand the communication and sales effects of their campaigns.
Entrepreneur 3: Marketing Plan, Strategies, Distribution and ChannelsBernard Leong
The 3rd lecture focus on the marketing plan which constitues part of the business plan with an introduction to the concept of marketing, strategies, distribution and channels. Another important thing that we want to inculcate the use of social meda for start-ups and how this might help to spread the message.
Marketing management involves applying marketing techniques and managing a firm's marketing resources and activities. The document discusses key marketing concepts like the marketing mix of product, price, place, and promotion. It explains the difference between sales and marketing, the scope of what can be marketed, and core marketing concepts like identifying customer needs and managing relationships in markets. The marketing process and external factors that influence marketing are described. Traditional and expanded views of the marketing mix are also presented, along with insightful quotes about marketing.
The document provides an overview of careers in marketing and key marketing concepts. It lists various managerial and entry-level jobs in marketing such as CEO, marketing manager, sales executive. It also defines key terms like market, need, want, demand, product, customer value and satisfaction. It classifies markets based on geographic area, competition and type of goods. Finally, it discusses marketing functions and the importance of quality, value and relationships in marketing.
Broad outlines of the policies, programs and procedures that might be investi...Javier Armaolea
This document discusses diversity initiatives at a Spanish company. It outlines 6 key business activities related to diversity: 1) focusing on changing customer needs, 2) developing supplier relationships, 3) setting diversity objectives and goals, 4) strategies for attracting, promoting, and retaining a diverse workforce, 5) human resources policies to support diversity, and 6) training to foster understanding and skills for a diverse workplace. Training is highlighted as an essential component to communicate the company's commitment to diversity and develop skills for maximizing its benefits.
This document provides an overview and objectives of a course on global marketing management. It discusses key concepts like the meaning of marketing and global marketing. It explains the strategic concept of marketing has evolved from a product focus to a customer focus to a strategic focus considering external factors. The three principles of marketing are creating customer value, achieving competitive advantage, and concentrating on customer needs. It also discusses the transition from domestic to international to global marketing. Driving forces for international marketing include market needs, technology, and costs pressures to achieve economies of scale globally.
The document provides an introduction to marketing management and marketing functions. It discusses key concepts in marketing including definitions of marketing, marketing management, and objectives of marketing. It also covers topics such as the marketing mix, marketing philosophies and evolution of marketing concepts, core marketing concepts involving needs, wants and demands, target markets and positioning, offerings and brands, value and satisfaction, marketing channels, supply chain, competition, and the marketing environment. The functions of marketing management are also outlined.
More Related Content
Similar to Presentation V Gollain Territorial Marketing English March2012
Vgollain marketing of places-cities-and-destinations-in-france-january2015Vincent GOLLAIN
This presentation shows some methods, techniques and Best Practicies of Marketing and Branding initiatives made by local areas (district, city, département and region) in France.
This document discusses strategic management and business planning. It begins by outlining the importance of writing a business plan to organize thoughts, attract investors, and understand the business. The document then defines strategic management as the art and science of formulating, implementing, and evaluating cross-functional decisions to achieve objectives. It distinguishes between strategic management, which includes strategy formulation, implementation, and evaluation, and strategic planning, which refers primarily to strategy formulation. The rest of the document provides details on key aspects of strategic management, including environmental scanning, strategy formulation, implementation, and evaluation and control.
Successful strategies sales and marketingStephen Bibby
This document discusses strategies for linking corporate marketing to strategic management models. It covers key marketing concepts like the 4 P's of marketing (product, price, promotion, and place) and tools for segmentation, product lifecycles, and market growth matrices. The document emphasizes understanding customer needs and exceeding their desired satisfaction. It also discusses linking marketing strategies to external factors like national strengths using Porter's Diamond model. The overall goal is to shape marketing strategies that reflect strengths in the competitive environment.
The document defines key marketing concepts:
1. Segmentation divides markets into subgroups with similar characteristics. Target marketing develops offerings for specific segments.
2. Brand positioning creates a market perception of a brand based on attributes.
3. Effective segmentation is measurable, accessible, substantial, and practical.
This document discusses key concepts in marketing. It defines marketing as an integrated process through which companies build relationships and create value for customers. The document outlines core concepts like understanding customer needs and targeting specific market segments. It also describes how the focus of marketing has evolved from production and selling to a customer-centric approach centered on creating value and satisfaction. Marketing is defined as being vital to organizational success by anticipating customer wants and delivering superior value compared to competitors.
The document discusses marketing planning for charities. It begins with defining marketing and explaining its evolution and role in not-for-profit organizations. It then covers marketing planning processes like conducting a situation analysis, setting objectives, developing a strategy and tactics, and implementing an action plan. The rest of the document provides details on various marketing planning frameworks and concepts that can be applied for charities, including segmentation, targeting, the marketing mix, product lifecycles, and performance tracking.
Making Global Campaigns Relevant For Local B2B ClientsVivastream
This document provides tips for making global marketing campaigns relevant for local B2B clients. It discusses the importance of thinking globally but acting locally. Key points include:
1. Develop global messaging and assets while allowing for cultural customization. Provide options for different local budgets.
2. Study each local market and ecosystem to understand decision-makers, influencers, values, and media. Consider legal differences.
3. Involve local teams in goal-setting and give autonomy over multi-channel campaigns. Communicate results globally.
4. Set key performance indicators and track campaigns in CRM software to analyze effectiveness in each location.
5. Create local partnerships with industry leaders, think tanks, and
Chapter 5 managing marketing for mice industryPavit Tansakul
This chapter discusses marketing issues relevant to the MICE industry in Thailand. It outlines the current competitive environment and examines the key stakeholders in the industry, their customers, and the marketing distribution system. The chapter explores concepts like market segmentation, product positioning, differentiation, and the marketing mix as applied to MICE service providers. It also covers relationship marketing and how technology is impacting the industry.
The document discusses the scope and key concepts of marketing management. It defines marketing in several ways, emphasizing meeting customer needs and wants through exchange and relationships. It outlines the marketing mix of product, price, place and promotion. It also discusses the changing business environment and different philosophies, like relationship marketing and integrated marketing, that organizations use.
The document discusses marketing concepts and the marketing mix. It defines marketing concepts as the philosophies adopted by companies to market their products. It then outlines traditional concepts like the exchange concept versus modern concepts like the marketing concept. The marketing mix is introduced as the combination of product, price, place, and promotion strategies used to satisfy the target market. The roles of each element are defined, along with other factors like packaging, people, and politics. The document provides details on how the marketing mix elements can be blended to meet customer needs.
This document summarizes key points from chapters 2, 11, and 12 of a marketing course. It discusses marketing planning, advertising decisions, and promotions. Specifically, it covers the objectives and process of developing a marketing plan, factors in setting advertising budgets and targeting customers, and the objectives and impacts of various promotion strategies.
Advertising is a form of communication used to encourage or persuade an audience to take action. The objectives of advertising include preparing for new products, creating demand, facing competition, and informing customers. When developing an advertising message, companies must generate, evaluate, and execute the message. They must also consider the product life cycle stage, market share, competition, and advertising frequency when setting their advertising budget. Selecting the right media is also important, as it depends on factors like reach, frequency, and timing. Measuring the effectiveness of advertising allows companies to understand the communication and sales effects of their campaigns.
Entrepreneur 3: Marketing Plan, Strategies, Distribution and ChannelsBernard Leong
The 3rd lecture focus on the marketing plan which constitues part of the business plan with an introduction to the concept of marketing, strategies, distribution and channels. Another important thing that we want to inculcate the use of social meda for start-ups and how this might help to spread the message.
Marketing management involves applying marketing techniques and managing a firm's marketing resources and activities. The document discusses key marketing concepts like the marketing mix of product, price, place, and promotion. It explains the difference between sales and marketing, the scope of what can be marketed, and core marketing concepts like identifying customer needs and managing relationships in markets. The marketing process and external factors that influence marketing are described. Traditional and expanded views of the marketing mix are also presented, along with insightful quotes about marketing.
The document provides an overview of careers in marketing and key marketing concepts. It lists various managerial and entry-level jobs in marketing such as CEO, marketing manager, sales executive. It also defines key terms like market, need, want, demand, product, customer value and satisfaction. It classifies markets based on geographic area, competition and type of goods. Finally, it discusses marketing functions and the importance of quality, value and relationships in marketing.
Broad outlines of the policies, programs and procedures that might be investi...Javier Armaolea
This document discusses diversity initiatives at a Spanish company. It outlines 6 key business activities related to diversity: 1) focusing on changing customer needs, 2) developing supplier relationships, 3) setting diversity objectives and goals, 4) strategies for attracting, promoting, and retaining a diverse workforce, 5) human resources policies to support diversity, and 6) training to foster understanding and skills for a diverse workplace. Training is highlighted as an essential component to communicate the company's commitment to diversity and develop skills for maximizing its benefits.
This document provides an overview and objectives of a course on global marketing management. It discusses key concepts like the meaning of marketing and global marketing. It explains the strategic concept of marketing has evolved from a product focus to a customer focus to a strategic focus considering external factors. The three principles of marketing are creating customer value, achieving competitive advantage, and concentrating on customer needs. It also discusses the transition from domestic to international to global marketing. Driving forces for international marketing include market needs, technology, and costs pressures to achieve economies of scale globally.
The document provides an introduction to marketing management and marketing functions. It discusses key concepts in marketing including definitions of marketing, marketing management, and objectives of marketing. It also covers topics such as the marketing mix, marketing philosophies and evolution of marketing concepts, core marketing concepts involving needs, wants and demands, target markets and positioning, offerings and brands, value and satisfaction, marketing channels, supply chain, competition, and the marketing environment. The functions of marketing management are also outlined.
Similar to Presentation V Gollain Territorial Marketing English March2012 (20)
Presentation V Gollain Territorial Marketing English March2012
1. Marketing of places and destinations:
the "French touch"
By:
Dr Vincent GOLLAIN,
Chief Economic Development Officer of the
Paris Region Economic Development Agency
www.paris-region.com
Editor of www.marketing-territorial.org
March 2012
Contents
1. The French approach to territorial
marketing
2. The important role of collective action
in order to build and act together
3. Some best practices adopted in France
1
2. Introductory question:
Territorial marketing:
what's the point?
3
Context: mobility and benchmarking of
territories by people, companies, etc.
2
3. Competition in Europe through
territorial brands
European city branding. Concept:
Evert Ypma, Design: Femke Herregraven. 2009 Source: Greater Sydney
Partnership 5
What are the consequences ?
Increase of mobility and
intensification of the
competition : you have to put
the client at the center of
your marketing strategy
3
4. Part 1: Define territorial marketing
Territorial marketing is not only
Promotion
Many people and policies makers think of territorial marketing only as advertising
and promotion. Websites, brochures, newspaper ads are important but « they are
only the tip of the marketing iceberg » (Kotler, Armstrong, Wong, Saunders, 2008).
4
5. What’s territorial marketing ?
« Today, marketing must be understood not in
the old sense of making a sale – telling and
selling – but in the new sense of satisfying
customer needs ».
Source: Principles of Marketing, 2008
"Territorial marketing is the effort to promote
territories in a competitive market, in order to
influence the public's behavior in their favour
through an offer whose perceived value is
lastingly superior to that of the
competition".
Source: adapted of the Mercator®
What’s does it mean?
Territorial marketing is a mix of methods,
techniques, good practicies and above all a spirit.
The spirit of marketing is based on the client. You
have to think for the clients of your locations or
destinations
Think as a client means that you have to answer to
these questions :
What’s my global competitive identity?
Who are my clients and what are my advantages?
What are my services for existing and potential clients?
5
6. Regions, counties, cities, … :
Who are your clients?
11
All clients are different, have different
needs! Know your markets!
Approach. To market your territory
properly, you should first of all
segment the market, then target one
or more segments, and lastly position
yourself in the chosen segment(s).
The purpose of segmentation is to
identify customer groups with similar
needs and behaviour. Through market
surveys you can learn about the
nature of each group.
6
7. Where are your clients in these
14 markets?
Public Bodies
Large-scale
facilities Entrepreneurs, craftsmen,
traders
Mobile capital
Companies
Temporary
activities
The Place
- City and Associations
Consumers agglomeration. and
organisations
- County
Professional - Region
events Specific active
populations
Professional Trade
shows : visitors
Inhabitants,
and exhibitors
Students and
Festive and
Retired people
Recreational
events Tourists
Where are your clients?
Some are
Others are outside your
already there.
area
14
7
8. Three stage marketing approach
1. Analysis &
3. Action plan Diagnosis
2. Definition
of strategic
choices
The marketing method : 10 steps
Stage 1: make the diagnosis
- Step 1: collect information
- Step 2: analyse markets
Source: Territorial Marketing Guide, January 2010.
- Step 3: study market environments
- Step 4: evaluate competitive positioning of territorial offers
- Step 5: analyse existing relationships between your offer and
the demand
- Step 6: conclusion based on findings
Stage 2: define strategic choices
- Step 7: set objectives and goals
- Step 8: build the promise (positioning)
Stage 3: draw up the action plan
- Step 9: creating the plan via the marketing mix
- Step 10: plan in order to optimise
8
9. Stage 1. You have to make a Client-
oriented diagnosis
Target client categories for study
Make market surveys of each client category
Assess the external environment
Mesure our strengths to identified competitors!
Stage 2. Objectives and Promises
Define your objectives
Define your promises :
Globally
For each targeted client
9
10. Stage 3. Create a marketing mix
policy close to your objectives and
evaluate your actions
More on experiences, methods, etc:
Territorial marketing:
www.marketing-territorial.org
10
11. Part 2: Territorial marketing in France
is based on collective initiatives
Making your region attractive:
The Ile-de-France approach
Source : Paris Region Economic Development Agency (www.paris-region.com)
11
12. Attractiveness action plan (P2A)
goals
Organise response to challenges posed by
competitors through a strong initiative
approved by the Regional Council.
Build with partners an action plan based on
collective initiatives in order to have more
leverage.
Introduce innovative initiatives in territorial
marketing (be cutting edge)
Be pragmatic and conciliatory.
Source : Paris Region Economic Development Agency (www.paris-region.com)
The Attractivity Action Plan: P2A
6 work groups formed in 2008 covering:
strategic projects
international presence Response to
international economic image expectations
Investors services
professional meetings, events and trade shows
marketing of territories
Source : Paris Region Economic Development Agency (www.paris-region.com)
12
13. Related initiatives:
A dedicated website
250 people mobilised during the 9 months of the project
45 priority action sheets, of which 34 have already been
implemented
2 conferences
One brochure for the public at: www.P2a-idf.com (in
French)
Source : Paris Region Economic Development Agency (www.paris-region.com)
The P2A box of initiatives
(examples)
Shared market surveys
Joint effort by competitiveness clusters and
development agencies to target overseas investors
Barometer of real estate investment
Directory of Paris Region’s overseas offices
New Paris Region brochure
Service Welcome package
International component of local marketing strategies
(…)
Source : Paris Region Economic Development Agency (www.paris-region.com)
13
14. Paris Region Business Tours Cap
Digital
business
tour
Goals
Target visitors
Organise sector related tours
Intended reaction: the "Wow"
effect
English
journalist
business
tour
Automotive Eco
business activities
tour business
tour
Source : Paris Region Economic Development Agency (www.paris-region.com)
Acting together through a
collective marketing strategy:
Example of collective brands
14
15. More and more marketing/branding
strategies are based on collective initiatives
Lyon: from brand policy to …
… Marketing angle
Source : www.onlylyon.org 30
15
16. The marketing of an international
Airport Area : the case of Paris
www.hubstart-paris.com
Why Hubstart Paris®?
Hubstart Paris® is a collective brand.
Hubstart Paris® has been created in
order to reinforce the competitiveness
of the Greater Charles de Gaulle
Airport Area, Paris Region, France
This alliance gathers 22 Key local
players – both public and private
16
17. Hubstart Paris®: more than 20 partners
with one unique marketing strategy
Paris Region Economic Development Agency (PREDA)
is the coordinator of this alliance.
Part 3: Some territorial marketing
best practices « made in France »
17
19. Media portraits are very used in France to
identify competitive identity
Source: AGUR, Dec. 2009
Promoting the territorial offer
through cartography
How to promote the Diversity of the offer?
19
20. Interactive maps « clients oriented »
Example : www.econovista.com
www.econovista.com
Proposing innovative
services in one place
Datagora is a multimedia space
providing real-time socio-
economic information, in a
comprehensive and targeted
manner, for delegations and
potential investors.
http://www.datagora.com/
This kind of facility exists also in Lille (Project Center),
Caen (Normandy) and Nice (French Riviera)
20
21. Humour as marketing tool
(in this case Parisians)
http://www.leloiretvousreussit.com/cgloiret/
TV show parody in the Auvergne region
Source :http://www.delatentation.com/
21
22. Reims: Luxury codes and web 2.0
The city of Reims (Champagne) mixes the codes of
luxury marketing (see the colors) and a web 2.0
marketing strategy.
Source :http://www.investinreims.com/
Connecting: "Futur en Seine on Tour"
Asian tour (2010)
Goals
Promote Parisian skills in digital content by using the editorial
logic of Futur en Seine (www.futur-en-seine.fr)
Connect the french ecosystem with others ecosystems
Three cities targeted: Shanghai, Seoul and Tokyo
Reinforce joint technological projects with international players
Facilitate welcome of foreign players in the Paris Region for the
2011 edition of the Futur en Seine Festival
Partners
Regional Council and PREDA (www.paris-region.com)
Cap Digital competitiveness cluster
Other partners involved: territorial partners, organisations
involved in promotion of French know-how (design), etc.
Successful operations
Shanghai: conference (July 2010)
Seoul: exhibition (October 2010)
Tokyo: exhibition (November 2010)
Source : Paris Region Economic Development Agency (www.paris-region.com)
22
23. 2010 Futur en Seine on Tour
Source : Paris Region Economic Development Agency (www.paris-region.com)
Conclusion on some major trends
Marketing doesn't just mean communication
tools
Professionalisation of marketing approaches
in France and elsewhere
Growing interaction of major urban projects
and marketing strategies
Comprehensive collective approaches from
start to finish
"French touch" and « international touch":
let's share our know-how and best
practices!
23
24. Territorial marketing:
www.marketing-
territorial.org
(english section)
o Bibliographic references:
• Cerise Revait ® method,
www.cdeif.org
• V. Gollain, Territorial Marketing
Guide (in French), Territorial
Editions, January 2010.
Location of best practices adopted in France
Source: http://www.umapper.com/maps/view/id/39165/
24
25. Thank you for your attention
Contact:
Vincent GOLLAIN
vgollain@hotmail.fr
25