The new challenges of territorial marketing - Conference on 20 June 2013.
Cities and territories have become "brands". Why and how have these issues become strategic for elected officials, but not only: for all stakeholders linked to the territories as well.
Contrary to appearances, territorial marketing is not only a territorial competition, it is above all an emulation, an energy, a stimulator of development and innovation. A positive competition, beneficial to all: developing attractiveness; improving the quality of life; promoting and ensuring environmental quality; encouraging initiatives; etc. What is good for my territory is good for the whole territory.
And if regional marketing is also part of globalisation, it is also to take advantage of it: international reputation, global market, and interdependence with France's image. Indeed, territorial marketing and France's image are increasingly linked: the attractiveness of territories will be strengthened by France's attractiveness, and France's attractiveness will benefit from territorial dynamism.
But while "made in France" is a topical issue, we still have a stronger sense of belonging to a region than to a nation, which explains the strength of "made in chez moi" and the marketing of terroir and appellations. What's more, this "territorial value" is increasingly being promoted as a selling point, not only by the regions themselves, but also (and increasingly) by economic players... such as "regional-friendly" retailers.
These territorial brands have become shared brands, claimed by a group of stakeholders. And yet, there remains a particular role for elected representatives and public authorities. In addition to managing public services in the best possible way, elected representatives must study, manage, compare and arbitrate "their brand" in order to promote its image, reputation and attractiveness. These new requirements are also a "new job" for elected officials and their teams, in a context that is becoming more complex and professional. The first steps are those of the brand audit to define a brand platform and a strategic positioning which will then have to be declined in territorial communication, putting into action a set of supports and channels, in good articulation and coherence.
Stakeholders are multiplying because we are moving from external communication (come and visit ... come and settle ...) ... to network animation, on issues of influence, reputation and mobilisation (ambassador brands, pride of belonging). Territorial marketing, inspired by the public sector, is becoming a collective, multi-stakeholder issue. Elected representatives and public officials are increasingly becoming network leaders, community managers and federators of territorial teams.
slideshare: http://fr.slideshare.net/alainrenaudin7/confrence-marketing-territorial
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