A short introduction on Marketing of places featuring interesting examples

1. Territorial Marketing When Places become products Kazinsbarcika July 13th 2011 François Parvex Sport, culture, gardens Land of precision One comes to succeed and then stays for pleasure

2. 2 Resource: Territory Geografical space, where people are active … or not

3. 3 Resource: Users Tourists Population Public sector Enterprises Investors Plants and animals

4. 4 Ressource: Perceptions Everybody has his/her perception of the reality ! Everybody is wrong ! Everybody is right !

5. 5 Resource: Images to merge Percieved images Promoted image Reality

6. 6 Territorial Marketingor Marketing of Places Competitive positioning of a territory in order to attract, welcome andkeep 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

7. 7 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 4P

8. 8 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 desirable Seduct the outside and mobilize the inside

9. 9 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 …

10. 10 Possible levers to build on Alliances and networks Trade Marks Marketing of personalities Labels Sportainment Communication Clusters Culture Architecture and characteristic buildings (staging)

11. 11 4 éléments of a strategy 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) Products and markets: Which are the products, services, ideas, values we want to offer or sell and to whom ? Drivers of competitiveness: How do we intend to win the market (price, promotion, branding) ? Collaborations (economic systems, supply chains) : Which new activities should we create ? – How can we distribute and sell our products and services ?

14. 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 14

15. Example: Only Lyon ADERLY (all most important stakeholders) Label Only Lyon Ambassadors (network, kit) Entry doors: Parking lots 15

16. Example: Image Festival Vevey 16

17. Example: Dino-zoo 17

18. Example: Prehisto-parc Réclère 18

20. Didactic trails

21. Vine and wine Museum

22. Discovery packagePutting everything together

23. The end

24. 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) 21