Place Marketing by G.J. Ashworth for MARUG International Marketing Experience 2010
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How did we get here? Where are we going? Place marketing: M A R U G 2 0 1 0 Place marketing: Place marketing: How did we get here? How did we get here? Where are we going? Where are we going? G.J.Ashworth University of Groningen NL
description
Presentation given by G.J. Ashworth about Place Marketing. This was part of the MARUG International Marketing Experience 2010.
Transcript of Place Marketing by G.J. Ashworth for MARUG International Marketing Experience 2010
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Place marketing:Place marketing:
How did we get here?How did we get here?
Where are we going?Where are we going?
G.J.Ashworth University of Groningen NL
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Approaches
From marketing From place management
Little understanding of places as products
Little understanding of markets
GAP
How did we get here? Where are we going?
Place marketing:
MARUG 2010
A typology of relating places and products
A history of place marketing.
Issues for the future
Where are we going?
What are we doing?
How did we get here?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Geographical nomenclature
A typology of relating places and products
Parma Ham
This is
NOT place m
arketing
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Place – product co-marketing
A typology of relating places and products
This is p
roduct marketin
g through places
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Locational marketingA typology of relating places and products
This is place marketing BUT is this what we mean?
Place [as locus] is both identifier and
product
How did we get here? Where are we going?
Place marketing:
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‘[marketing is] … an approach to commodities, to institutions, to functions, to management and ultimately to society’
(Ashworth & Voogd, 1991:17)
Marketing as place management
A typology of relating places and products
The Santa Fe style
This is what we mean by place marketing
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Place marketing seems to be a recent preoccupation
It is not: place marketing has a history
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Place marketing has a history
It has evolved
Changes within theory and practice of marketing
Changes in place planning and management approaches
Changes in the competitive context
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Towards a history of place marketing
The stage of place promotion
The stage of planning instrument
The stage of corporate brand
1980 1990 2000800
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Greenland
Towards a history of place marketing
The stage of place promotion
Agricultural settlement
Settling North American prairies
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Towards a history of place marketing
Selling the suburbs
The stage of place promotion
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Selling the seaside
Towards a history of place marketing
The stage of place promotion
How did we get here? Where are we going?
Place marketing:
MARUG 2010
The stage of place promotion
Towards a history of place marketing
Smoke-stack chasing
Call-centre chasing
‘Creative class’ chasing
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Towards a history of place marketing
The stage of planning instrument
Changes in place planning and managementThe entrepreneurial city
The failure of traditional instrumentsThe failure of traditional instruments
The ‘marketisation’ of public services
Citizen expectations and empowermentCitizen expectations and empowerment
How did we get here? Where are we going?
Place marketing:
MARUG 2010
social marketing +
non-profit marketing +
image marketing
place marketing=
Changes in marketing
The stage of planning instrumentTowards a history of place marketing
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Place marketing is just the application of marketing approaches and
techniques to places!
If so,
BUT they aren’t!
Place managers are just producers
Place markets are just value exchange systems
Place users are just consumers
Places are just products
How can we relate places to products?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
THE CUSTOMER THE PRODUCT
THE ORGANISATION
MARKET
How is it done?
Goals
Strategies
People’s needs
Segmentation / separation
Buying strategies
resources
commodification
Selling strategies
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Answer the strategic questions
How is it done?
Product knowledge
Product Quality
Good Bad
Good
Bad
? YES
NO NO
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Market Goals?
How is it done?
Answer the strategic questions
Present product New Product
Present market
New Market
Market penetration
Market development
Product development
Product diversification
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Select a marketing strategy
How is it done?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Conduct ALL Conduct ALL the phasesthe phases
How is it done?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
PRODUCTIONTRANSMISSION
RECEPTION
SENDER RECEIVERencoding decoding
audibility credibility
intelligibility
OTHER MESSAGES
How is it done?
Answer the tactical questions?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Stages of decision-making
Need recognition
Post-purchase justification
Evaluation
PURCHASE
Search
NON PURCHASE
How is it done?
Answer the tactical questions?
informative
persuasive
How did we get here? Where are we going?
Place marketing:
MARUG 2010
How is it done?
Value exchange
system
Get inside the market
Consumer strategies
Producer strategies
Price
Don’t attempt marketless marketing!
Marketing interventions
How did we get here? Where are we going?
Place marketing:
MARUG 2010
‘Corporate branding ‘articulates the corporate ethos, aims and values of the organisation’ [Riel and Balmer, 1997]
Product brand = corporation brandThe perceived ethos of the corporation
“Corporate brands are fundamentally different from product brands … they have a multi-stakeholder rather than customer orientation … the traditional marketing framework is inadequate and requires a radical reappraisal” (Balmer and Greyser, 2003: 976).
BUT is a place a corporation?
How is it done?
Market the product or the producer?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
YES both are;
Multi-product /multi-service /multi-market
Have social responsibilities and corporate ethos
NO places have;
More diverse products, consumers, producers, messages
Less goal direction, message control, credibility
How is it done?
Are places corporate producers?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Tactics dominates strategy
Why do we do it so badly?
We apply simple partial short term tactical solutions to complex long
term strategic problems
We know the answers to the ‘how’ questions
We don’t know the answers to the ‘why’ questions
How did we get here? Where are we going?
Place marketing:
MARUG 2010
The BrandThe product
We confuse the brand and the product
Is the problem the marketing or the product?
Why do we do it so badly?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
We aim to create the unique, distinct, heterogeneity
We actually create similarity, imitation, homogeneity
Same techniques, same practices, same consultancies
Universal solutions applied to unique problems
Why do we do it so badly?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Start at the beginning not the end
How can we do it better?
logosstraplines
Press releases
Determine goals
Analyse existing images
Engage participants/ stakeholders
Select strategies
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Follow the marketing process
Marketing is long term
‘[Marketing is]… a process of planning and movement of a product from the supplier to those who are to use it … and the marketing process is incomplete unless all of its functions are performed’ (Kotler, 1986)
Place governance is often short term
Logos, slogans, house-styles, brands, ads,
events and PR do not constitute marketing
You need strategic product positioning, differentiation, market analysis and targeting etc
How can we do it better?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Integrated marketing
Integrated management
How can we do it better?
Never work alone
with commercial sector
Within public authority
between public authorities
With residents
With planning
With urban design
With culture, museums, events etc
How did we get here? Where are we going?
Place marketing:
MARUG 2010
How can we do it better? Collective appreciation of place marketing
Local communities
Common
understanding
goals
interpretations
Across a wide range of
stakeholders
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Coordination, cooperation and role allocation
Especially difficult within public authorities Especially difficult
between public and private agencies
How can we do it better?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Clear focus on limited attainable objectives
If you try to include all you will satisfy none
Public place management authorities have to satisfy:
BUT
Leading to dispersed, diluted and dissonant efforts
Statutory spatial jurisdictions
Multiplicity of interests
Local citizens and their democratic representation
How can we do it better?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Not only chasing: tourists, inward
investment, public subsidies
Expansion to fields other than tourism
How can we do it better?
Self-identity and purpose
It is about: communication
Participatory governance
And ultimately:
Civic consciousness
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Competition and cooperation between places
Networking
Packaging
Joint promotion
Coopetition
How can we do it better?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Don’t make silly statements …..Don’t make silly statements …..
It isn’t
Then so will marketing
It isn’t
Marketing puts us on the map
All publicity is good publicity
Everything else has failed
It is cheaper than improving the product
The right map?
How can we do it better?
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Do you want to know more …
Read the literature
Contact: [email protected]
How did we get here? Where are we going?
Place marketing:
MARUG 2010
Any Questions?
