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