This presentation shows some methods, techniques and Best Practicies of Marketing and Branding initiatives made by local areas (district, city, département and region) in France.

1. The Marketing and Branding of Places,
Cities and Destinations in France
Vincent Gollain, January 2015

2. Foreword
The Marketing and Branding of
Places, Cities and Destinations
=
Territorial Marketing

3. 1. Introduction
2. How to define Territorial Marketing?
3. Marketers, Don’t stay alone!
4. In France, we love Branding…
5. Some French Best Practices
Contents

4. 4
1. Introductory question:
Territorial Marketing:
what's the point?
4

5. Context: mobility and benchmarking of
territories by people, companies, etc.

6. 6
European city branding. Concept:
Evert Ypma, Design: Femke Herregraven. 2009
Competition in Europe: the example of
Territorial Brands
Source: Greater Sydney
Partnership

7. Some Rankings
The European City Brand Barometer
Source:Saffronconsultants

8. What are the consequences ?
Increase of mobility and
intensification of the
competition: you have to put
the client at the center of your
territorial marketing strategy

9. 2. How to define Territorial Marketing?

10. Territorial Marketing is not only Promotion
Many people and policies makers think of territorial marketing only as advertising
and promotion. Websites, brochures, newspaper ads are important but « they are
only the tip of the marketing iceberg » (Kotler, Armstrong, Wong, Saunders, 2008).

11. Territorial marketing is not only Sales
Many people and policies makers think that people in charge to promote a place, a
city or a destination are used to say everything to attract companies, tourists,
investments, etc.

12. What’s territorial marketing ?
« Today, marketing must be understood not in the old sense
of making a sale – telling and selling – but in the new sense
of satisfying customer needs ».
Source: Principles of Marketing, 2008
"Territorial marketing is the effort to promote territories in a
competitive market, in order to influence the public's
behavior in their favour through an offer whose perceived
value is lastingly superior to that of the competition.
Territorial Marketing is also a tool box made with methods,
technics and Best Practicies »".
Source: V. Gollain, 2014

13. What’s does it mean?
 Territorial marketing is a mix of methods, techniques,
good practicies and above all a spirit.
 The spirit of marketing is based on the client. You
have to think for the clients of your locations or
destinations
 Think as a client means that you have to answer to
these questions :
 What’s my global competitive identity?
 Who are my clients and what are my advantages?
 What are my services for existing and potential clients?

14. Regions, counties, cities, places, … :
Who are your clients?
14

15. All clients are differents and have
different needs! Know your markets!
• Approach. To market your territory
properly, you should first of all segment
the market, then target one or more
segments, and lastly position yourself in
the chosen segment(s).
• The purpose of segmentation is to
identify customer groups with similar
needs and behaviour. Through market
surveys you can learn about the nature
of each group.

16. Companies
The Place
- City and
agglomeration.
- County
- Region
Large-scale facilities
Festive and
Recreational
events
Professional
events
Professional Trade shows : visitors
and exhibitors
Tourists and visitors
Mobile capital
Consumers
Residents,
Students and
Retired people
Associations and non
profit organisations
Entrepreneurs, craftsmen, traders
Specific active
Populations and talents
Public Authorities
Short-term
activities
Do you have any clients in these 14 markets?

17. Where are your clients?
17
Some are
already here.
Others are located
outside your area

18. 1. Analysis &
Diagnosis3. Action plan
2. Definition
of strategic
choices
1. Analysis &
Diagnosis3. Action plan
2. Definition
of strategic
choices
How to build a marketing plan?
The Three stages

19. The marketing plan: Follow 10
steps to build it
Stage 1: make the diagnosis
- Step 1: collect information
- Step 2: analyse markets
- Step 3: study market environments
- Step 4: evaluate competitive positions of your place
- Step 5: analyse existing relationships between your place and
the Demand
- Step 6: conclusion based on findings

Stage 2: define strategic choices
- Step 7: set objectives and goals
- Step 8: build your positioning and promise

Stage 3: draw up the action plan
- Step 9: create the operational plan via the marketing mix
- Step 10: put your actions in a plan to optimise
Source:TerritorialMarketingGuide,January2014

20. The 4 dimensions of your operational
plan
Brand your Destination. A brand
policy is very useful to bring players
together, create a storytelling for all,
find collective goals, act, etc.
clients : market your area with
dedicated tools for each group of
your clients
Pride Marketing : identify
« ambassadors » for your area
locally and abroad.
Promote Flagships
Don’t hesitate to select places such
as buildings, district, tower, bridge,
… to illustrate your identity
Source : Vincent Gollain, january, 2015

21. Select your actions: marketing mix

22. 22
3. Marketers, don’t stay
alone
Territorial marketing in France is based on
collective initiatives

23. Acting together through a collective
marketing strategy:
The attractiveness of an area is NOT the result
of one actor , BUT a chain of actors.
You have to bring together local players to act
together.

24. More and more marketing/branding
strategies are based on collective initiatives
541 partners
40 members
12 members
The ONLYLYON initiative,
created in 2007 thanks to
concerted regional economic
governance, is designed to
develop the image and
reputation of Lyon. Lyon
became the first French city to
develop a regional marketing
strategy. 24 institutional and
economic partners active on a
global scale.

25. 25
3. In France, we love
branding

26. Source : Marc Thébault, november 2014
Examples of brands : for cities,
« departements », regions

27. 5. Some French « Best Practices » of
territorial marketing

28. 28
Marketing techniques and methods
put the client in the spotlight

29. Cerise Revait©: 13 criteria for identifying
a territory's assets
C Celebrities
E Enterprises
R Resources Allocation
I Infrastructure and real estate
S Services
E Events
R Research and Development
E Exchange Economy
V Values and identity
A Abilities & Human Capital
I Image
T Telecommunications & IT
© Collective, structural action
http://www.marketing-territorial.org/article-cerise-revait-r-in-english-38369891.html

30. Territorial portraits are very used in France to
identify elements of competitive identity
Source: AGUR, Dec. 2009 http://www.calvados-
tourisme.com/fr/pros/partenair
es/marque-marketing.phphttp://www.agur-
dunkerque.org/ressources/Lists/Publications/S
earch-DispForm.aspx?ID=259

31. Example: Alsace
http://www.marque-alsace.fr/images/pdf/Portrait_identitaire.pdf

32. Marketing your assets through
cartography
How to promote the Diversity of the offer?

33. Interactive maps « clients oriented »
www.iau-idf.fr
http://www.place4project.fr/
Hubstart Live

34. Humour as marketing tool
(in this case Parisians)
http://www.leloiretvousreussit.com/cgloiret/

35. TV show parody in the Auvergne region
Source :http://www.delatentation.com/

36. Reims: Luxury codes and web 2.0
Source: http://www.investinreims.com/
The city of Reims (Champagne) mixes the codes of luxury marketing
(see the colors) and a web 2.0 marketing strategy.

37. Webzines
http://www.succeedinparisregion.com/
http://lemag.imaginalsace.com/en/
http://www.media-paris-saclay.fr/

38. UNESCO Label and Marketing

39. Games for residents

40. Pass for destinations
http://www.cotedazur-card.com/?lang=EN

41. From Big Data to Smart Data
http://www.issy.com/home/issy-a-smart-city

42. And many other examples!
http://www.marketing-territorial.org/tag/english%20readers/

43. Vincent GOLLAIN
www.marketing-territorial.org
(in French with an english section)
References:
• Cerise Revait ® method, www.cdeif.org
• V. Gollain, Territorial Marketing Guide (in
French), Territorial Editions, January 2014.
Thank you for your attention
vgollain@hotmail.fr
@marketing_terri et @VincentGollain