Territorial marketing – what is it?
Posted: Sat Dec 07, 2024 5:00 am
The beginnings of territorial marketing in Poland date back to 1989. As a result of political and economic changes, there has been a dynamic growth in the promotion of cities, municipalities and entire provinces. The image of individual areas is of particular importance to visiting tourists or residents settling permanently.
In this article, you will learn the principles that are worth following when developing a marketing strategy for specific territorial units. You will also see how territorial marketing affects the perception of regions such as Poznań or Toruń .
Introduction to Territorial Marketing
Are you still wondering what territorial marketing is ? Are you wondering why it plays such an important role in managing local space? Then we are here to answer!
Place marketing, or territorial marketing, focuses on preparing and then implementing well-thought-out marketing strategies to promote territorial units. When we talk about this branch of marketing, we mean:
cities,
counties,
municipalities,
voivodeships,
regions,
states,
states.
Place Marketing Goals
One of the main goals of place marketing country code +98, iran phone numbers is to change the perception of a given area in the minds of local residents and external customer groups.
An extremely important aspect is maximizing profits. Goals aimed at achieving specific results deserve special attention:
creating a positive image of the promoted region/city/voivodeship,
making territorial units more attractive and better,
expansion of services provided by public bodies, especially where there are obstacles to making them available to economic entities or the local community,
identifying the real needs of residents,
ensuring local institutions and communities have the conditions to use public services,
improving communication between local government representatives and residents,
increasing public satisfaction in segments such as working conditions or development opportunities in a given territory.
In territorial marketing, the priorities are: attracting investors, encouraging future students to study at a given university, intriguing tourists to choose a given destination and presenting the city as an ideal place for self-fulfilment and making further life plans (settling down, taking up a permanent job).
The Art of Good Territorial Marketing
Place marketing strategy, like any other type of marketing, should be meticulously prepared. First, you need to take care of 5 basic elements. What are we talking about?
Real goals and a specific target audience
Territorial marketing will work well where criteria directly related to the target and goals have been specified. It is worth using the SMART model, which will allow you to understand what exactly you are trying to achieve in the promotional activities being developed.
Graphic design
A coat of arms often turns out to be an insufficient distinguishing feature of a city, which is why representatives of the authorities decide to go a step further. They undertake to create a logo or a promotional slogan that will reflect the character of the promoted area.
For example, Poznań, through the slogan “Eastern Energy, Western Style”, combines Eastern human resources with popular Western ideas. In the mind of the recipient, an image of a city that is a link between Western and Eastern Europe is to be formed.
Promotional locations
Place marketing is not limited to posters, advertising slogans or innovative logos. The path to success is to try to find a product, service or value around which you can build a comprehensive city marketing strategy.
What does it mean? The originators refer to the atmosphere of a given region (“Poznan* – a city of know-how”), a dish (St. Martin's croissants in Poznań), or even an architectural style (“Toruń – gothic to the touch”).
City placement
City placement means “locating a city”. This is a situation where a given place becomes the background for events in film productions, books or games. New York is a territorial marketing powerhouse, where the plots of the series “The Friends” and “How I Met Your Mother” were set.
Channel selection
In place marketing, the choice of the channel to reach the recipients plays an extremely important role. The promotion of the city is supported by external media, online practices and mainstream media. The decision regarding which tools and places you will advertise with depends on the profile of the target, the assumed goals and the budget.
In this article, you will learn the principles that are worth following when developing a marketing strategy for specific territorial units. You will also see how territorial marketing affects the perception of regions such as Poznań or Toruń .
Introduction to Territorial Marketing
Are you still wondering what territorial marketing is ? Are you wondering why it plays such an important role in managing local space? Then we are here to answer!
Place marketing, or territorial marketing, focuses on preparing and then implementing well-thought-out marketing strategies to promote territorial units. When we talk about this branch of marketing, we mean:
cities,
counties,
municipalities,
voivodeships,
regions,
states,
states.
Place Marketing Goals
One of the main goals of place marketing country code +98, iran phone numbers is to change the perception of a given area in the minds of local residents and external customer groups.
An extremely important aspect is maximizing profits. Goals aimed at achieving specific results deserve special attention:
creating a positive image of the promoted region/city/voivodeship,
making territorial units more attractive and better,
expansion of services provided by public bodies, especially where there are obstacles to making them available to economic entities or the local community,
identifying the real needs of residents,
ensuring local institutions and communities have the conditions to use public services,
improving communication between local government representatives and residents,
increasing public satisfaction in segments such as working conditions or development opportunities in a given territory.
In territorial marketing, the priorities are: attracting investors, encouraging future students to study at a given university, intriguing tourists to choose a given destination and presenting the city as an ideal place for self-fulfilment and making further life plans (settling down, taking up a permanent job).
The Art of Good Territorial Marketing
Place marketing strategy, like any other type of marketing, should be meticulously prepared. First, you need to take care of 5 basic elements. What are we talking about?
Real goals and a specific target audience
Territorial marketing will work well where criteria directly related to the target and goals have been specified. It is worth using the SMART model, which will allow you to understand what exactly you are trying to achieve in the promotional activities being developed.
Graphic design
A coat of arms often turns out to be an insufficient distinguishing feature of a city, which is why representatives of the authorities decide to go a step further. They undertake to create a logo or a promotional slogan that will reflect the character of the promoted area.
For example, Poznań, through the slogan “Eastern Energy, Western Style”, combines Eastern human resources with popular Western ideas. In the mind of the recipient, an image of a city that is a link between Western and Eastern Europe is to be formed.
Promotional locations
Place marketing is not limited to posters, advertising slogans or innovative logos. The path to success is to try to find a product, service or value around which you can build a comprehensive city marketing strategy.
What does it mean? The originators refer to the atmosphere of a given region (“Poznan* – a city of know-how”), a dish (St. Martin's croissants in Poznań), or even an architectural style (“Toruń – gothic to the touch”).
City placement
City placement means “locating a city”. This is a situation where a given place becomes the background for events in film productions, books or games. New York is a territorial marketing powerhouse, where the plots of the series “The Friends” and “How I Met Your Mother” were set.
Channel selection
In place marketing, the choice of the channel to reach the recipients plays an extremely important role. The promotion of the city is supported by external media, online practices and mainstream media. The decision regarding which tools and places you will advertise with depends on the profile of the target, the assumed goals and the budget.