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Over the past few decades, the demographics and psychographics of people have shifted. As has the world around through through the prevalence of technology, content and social communications. These factors have shifted what people look for when deciding where to live. As a result, cities are having to change the ways in which they plan their spaces, provide services and communicate with current and prospective residents. Assuming they want to remain relevant, that is. Marketers in the private sector have been doing these things successfully for hundreds of years. It is time cities learned a thing or two from marketers in order to use more modern tools such as big data and content marketing to attract and retain visitors and residents. Presented by Michael Barber and Matt Carmichael from Livability.com
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What Cities Can LearnFrom Marketers
Michael BARBER / Matt CARMICHAEL
Populations evolve over time.
Their needs and wants change based on their demographics
and their surroundings.
1
Marketers have learned to adapt.
They are forced to change their products and services, and change
how they communicate about them.
2
Cities can, too. Cities are your product and you need to evolve them and your
communications in order to attract and retain residents.
3
Average to Exceptional
White MiddleClass Single Family Home
3 Beds Married With Kids Stay at Home Mom
0
10
20
30
40
50
60
70
80
90
Demographic Profile in My Youth
1970
White MiddleClass Single Family Home
3 Beds Married With Kids Stay at Home Mom
0
10
20
30
40
50
60
70
80
90
1970 2012
Big Changes Over a Short Time
My big change…
White Median Age Kids Seniors Urban Married With Kids Alone0
10
20
30
40
50
60
70
80
90
1970 2012
Tennessee Mirrors (Most) National Trends
What Else Has Changed?
TechnologyPersonal computers, cell phones, tablets, internet
technologies
ContentSocial media, online videos, internet TV,
consumer reviews and ratings
Behaviorsmarry and have kids later, drive less, work
longer
Disruption = Opportunity
How Marketers Respond
What Causes Marketers to Change?
Big Change Happens Frequently
ProhibitionMost breweries went out
of business. But Budweiser survived
through creativity
World War IIDuring WWII, BMW
stopped making cars and made plane engines
and motorcycles
Social Mediaairbnb monitored social
activities before developing their online
service
How Cities Think and Act
What Cities Think About
Attract new talent and residents Bring in new businesses Increase tax base Respond to needs of an aging
population Do more with less help from State
and Federal programs
The Old Toolbox
Raise (or lower) taxes Get State or Federal funds Build a new…
Those Have Drawbacks
Expensive Harder to find funding Take a long time Risky long-term impact
Instead…
Be more agile Smaller investment Quicker return Lasting impact
Think Like a Marketer
1 2 3 4 5
MONITOR TRENDS
Understand the market,
how it evolves and what your role in it is
DEFINE AUDIENCE
Identify the market
segment(s) where you
will find success
ADAPT PRODUCTS
Change (or repackage)
your product to align with
your audience
REFINE MESSAGE
Craft a message
that compels
your audience to react to you
ANALYZE& EVOLVE
Review results,
repeat steps continually, even during
success
10,000 turning 65 each day
Trend Report Aging Boomer
More active Likely to retire in place due
to economy, lifestyle Some wish to be less car-
dependent Working longer, retiring later Some have prepared, but not
all Increased demand for
healthcare services
12,000 turning 30 each day
Trend Report Millennials
Urban Driving less Pressed economically Delayed life stages
including marriage, kids, etc.
‘Delayed’ is key word there. How will needs change in next 10 years?
Businesses Move for Talent
Talent Moves for Livability
GENDER
AGE
EMPLOYMENT
INCOME
HOUSEHOLD
ETHNICITY
So, What’s Important?
BOOMERS MILLENIALS
Night Life
Schools
Carless
Young People
Small Households
Doctors
Equity
Empty Nests
Retire in Place
Urban
Walkable
Affordable
Easy
Smaller Spaces
The New Toolbox
Main StreetsDowntown areas serving as a destination where people want to gather
WalkableChanging demand for
infrastructure and how it is used; less desire for
cars
DensityNot necessarily NYC, but lean urbanism. Worth re-
looking at your zoning
Every City Has Density Opportunties
Big Data for Marketers
Big data is a popular term used to
describe the exponential growth and
availability of data, both
structured and unstructured. And big
data may be as important to
business – and society – as the
Internet has become.
American ExpressName
Current AddressPrevious Addresses
Phone NumberEmail Address
Date of BirthSpouse or Partner
Spouse Date of Birth
EmployerPrevious Employer
Annual IncomeCredit Score
Social SecurityHousehold IncomeBank AccountsFavorite StoresTypes of PurchasesVacation DatesBrand LoyaltyTravel ItinerariesAvg. Purchase SizeMajor Life EventsAnniversariesPreferences
Promotions Based on Purchases
Use Data to Predict Events
…and Improve Messaging
Sometimes it is Just Re-Packaging
…or Just the Right Message
How Can Cities Do That?
What do You Know Already?Name
AddressPhone Number
Date of BirthGender
RacePeople in
HouseholdTime at Residence
Age and Size of Home
Value of HomeMake/Model of Car
Marital StatusSpouse or Partner
Children’s AgesChildren’s GendersSchool EnrollmentEducation AttainedEmployerIncomeHousehold IncomeDistance of CommuteMode of CommuteOrgan DonorHealth InsuranceInternet ConnectivityUtility Usage
But what else can you learn?
Tampa is Using Foursquare Data
Identifying where people are spending their time
Assists with zoning, traffic, police, social services
Chicago Leverages Parking Data
New Haven Has a Gift Card Program
Packages the city like a mall to help bring in customers from outside
Gathers consumption data about residents and visitors; engages local businesses
Brick is Launching a Loyalty Card
Local businesses fund and participate in loyalty card program
Residents get a discount
Percentage of local transactions buy down residents property tax bill
Now What Do You Know?
Purchase
Activity
Purchase
Frequency
Popular Stores
and Restauran
ts
Where People Spend Time
Popular Transit Routes
Brand Loyalt
y
What Can You Do With Data?
Market Existing Services
DevelopNew Services
CreatePartnerships
The New Toolbox
Data
PartneringThe more you know about residents, the better you can serve
their needs
IncentivizationReward the behaviors that will benefit your
community
Crowd
SourcingGet the citizens involved in the ideation, planning and even data collection
Content Marketing
Content marketing is any marketing
format that involves the creation or
sharing of media and publishing content in
order invoke the desired reaction –
awareness, lead generation, acquisition,
retention.
We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.Trevor Edwards
Vice President for Global Brand ManagementNike
“
76
%Most Americans Don’t Trust the Mainstream Media2013 Gallup Media Poll
2.5 million circulationThe most widely circulated financial publication in the country
Telling the Story of Your City
Be Where Your Audience Is
Nashville Documentary
Show Don’t Tell
Get Your Elvis On
What Have We Learned?
Populations have evolved.
1
Marketers are using new toolboxes.
2
The cities that think differently will thrive.
3
