In a globalised world territories are more and more in competition between themselves. In order to maintain or improve their competitiveness they have to market themselves as complex products, which satisfy a large variety of users: population, entreprises, tourists, investors and even wild plants and animals.

1. TERRITORIAL MARKETING
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When territories become products
Seminar Jan III Sobieski Trail Building
Rzeszów City (Poland), 13.09.2014
Presented by: François Parvex, SEREC
Sport, culture, gardens One comes to succeed Precision Country
One stays for pleasure

2. • Competitive positioning of a territory aimed at attracting,
welcoming and retain users, which will generate added value
(qualitative, quantitative)
• Marketing Model applied to a territory
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Territorial Marketing
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Literature :
Philipp Kotler, Marketing of Places
Benoit Meyronin, Le marketing territorial, enjeux et pratiques
Vincent Gollain, Réussir sa démarche de marketing
territorial , Méthode, techniques et bonnes pratiques
Source: www.newmediaandmarketing.com

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Marketing Model
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• People:
– identifiy one or more target groups (segmentation),
– identify their needs,
• Design a Marketing Mix (4P):
– Product: define then create a product, service, idea
– Promotion: design and implement its promotion,
– Place: organize its distribution and sale
– Price: fix its price according to market conditions
• organize and guarantee after sale service
• create a brand
Objective: mutually satisfying exchange between organizations and
people

4. • To generate added value (economic, social, ecological)
• To increase economic vitality and democratic dynamism
• To link land planning, economy and quality of life (master plans
adapted to demand and needs of users, to territorial
characteristics)
• To include promotion (market) into the development process
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Why Territorial Marketing
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• Because it’s fashionable
• Because it’s a simple model

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Approach
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1. Territorial diagnostic
– statistics, market studies, permanent territorial observation, territorial
benchmark, task force (opinion leaders), external users
2. Evaluation - analysis
– SWOT for each customers' segment
3. Strategic planning
– segmentation
– conception: Marketing mix / Business Model Canvas / Causal Model
– description: Business Plan / Project Document
4. Implementation
• organization
• Project Cycle Management

6. • By human beings organized geographic space, in order to fulfill
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Resource: Territory
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(or not) a diversity of activities
• Convergence of realities:
– historic
– socio-economic
– institutional
– geographic

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Resource: Users
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Tourists
Companies
Fauna and flora
Population
Investors
Public entities

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Resource: Knowledge
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Researcher
Marta Gołąbek
Printed Media
Electronic Media

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Resource: Perceptions
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Everybody is right !
Everybody is wrong !

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Ressource: Images to merge
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Percieved image
Promoted image
Reality Territorial Brand(s)
Literature :
Staci M. Zavattaro, Place Branding through Phases of the
Image: Balancing Image and Substance
Robert Govers, Place Branding: Glocal, Virtual and
Physical Identities, Constructed, Imagined and
Experienced

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Identify customers’ segments
• Segmentation: process through
which potential customers with
similar needs and
characteristics are grouped
together so that a tourism
organization can apply
marketing strategies for the
selected market segment
efficiently
Examples: families, Best Agers,
DINKs, hikers, cyclists, bikers,
camping carists, schools,
gastronomes, ornithologists, …
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Identify population’s needs
Maslow’s hierarchy of needs (1954)
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Identify population’s needs
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space
Existence
Relationships
Growth
ERG Theory

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Identify tourists needs
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Rupture
Reunion Resourcing
Existence
Relationships
Growth
ERG Theory

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Identify firms’ needs
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space
Accessibility
Variety Proximity

16. Identify fauna and flora’s needs
Networks Functionalities
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Diversity
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17. Elaborate your Value Proposals
• Value proposals include products and services, which
deliver value to a specific customers’ segment. This set of
products and services motivates a customer to chose
between an organization or another. A value proposal can
for instance create an unique competitive position while
proposing completely new products or services, or which
have very innovating characteristics. One can also offer an
added value while offering customers a supplementary
service in comparison to its competitors.
Example : “nature and culture” holidays for small budgets
• Promotion builds on Value proposals
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18. 1. Alliances and networks
2. Brands
3. Marketing of personalities
4. Labels(brand + certification + control)
5. Sportainment
6. Communication
7. Clusters
8. Culture
9. Architecture and lighthouse monuments (staging)
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Action levers
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Model 1: Marketing Mix
19 Source: www.newmediaandmarketing.com

20. Model 2: Business Model Canvas
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Model 3: Causal Model
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Content of a Business Plan
• Executive summary
• Project’s, firm’s or territory’s presentation
• Products / Services
• Market and tendencies
• Competition’s analysis
• Marketing (4P + …) and sale
• Localization / Production /
Administration
• Organization / Management
• Risks assessment
• Finances
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Last but not least
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Courage
Inspiration
Will.
Neil Armstrong, NASA
•Ambition
•Trust
•Work

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The End

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SEREC
François Parvex
parvex@serec.ch