Guggenheim Museum in Bilbao is an example of a structure used for city marketing[1]
City marketing (related to city branding) or Place Marketing is the promotion of a city, or a district within it, with the aim of encouraging certain activities to take place there (such as tourism and attraction of foreign direct investments).[2]
Place marketing "refers to the application of marketing instruments to geographical locations, such as cities, towns, regions and communities i.e. coordinated use of marketing tools supported by a shared customer-oriented philosophy, for creating, communicating, delivering and exchanging urban offerings that have value for the city's customers and the city's community at large.[3]
The orchestrated attempt to differentiate place (city/ town or cities) aims at associating through:
Design: describing place as a character
Infrastructure: describing place as a fixed environment
Basic services: place as a service provider
Attraction: place as entertainment or recreation[4]
It is used to alter the external perceptions of a city in order to encourage tourism, attract inward migration of residents, or enable business relocation. A significant feature of city marketing is the development of new landmark, or 'flagship', buildings and structures.[5] The development of cities as a marketable product has led to competition between them for inward investment and government funding.[6] It is often manifested in the attempts by cities to attract international sporting events, such as the Olympic Games. Competition between cities exists at the regional, national and international level; and is an effect of globalisation.[7] Some places are associated with certain brands and build on each other, but sometimes the commercial brand is so powerful that eclipses the place brand. An example of this is Maranello, Italy, which uses the Ferrari headquarters as a primary attraction for tourists.[8]
City marketing can occur strategically or organically. An example of strategic city marketing is Las Vegas.[9] The city is promoted through a variety of efforts with the strategic intent of acquiring cultural and economic bonuses. A case of organic city marketing is Jerusalem.[10] The city is marketed without a grand strategy, as disorganized stakeholders over the course of centuries have glorified the city and encouraged pilgrimage, yielding cultural and economic bonuses. Both cases demonstrate city marketing, each with varying strategic and organic involvement. Generally, organic marketing occurs alongside strategic marketing, as the perception of the city is impossible to solely construct with strategic efforts.
According to Scott Cutlip, "one of the first, if not the first, municipal promotion programs" was led by Erastus Brainerd for the city of Seattle beginning in 1896. Seattle was in competition with Portland and Victoria as the preferred city in which to get supplied for the Klondike Gold Rush. A Bureau of Public Information was established within the city's Chamber of Commerce.[11]
Like with any successful marketing effort, cities must be willing to commit to a long-term plan in order for their identity and message to be communicated effectively. A shared vision between stakeholders will help develop a cohesive overarching strategy for a city's image.[12]
^Monclus & Guardia 2006, p. 203
^Smyth 1994, p. 2
^Vuignier, Renaud (1 January 2016). Place marketing and place branding: A systematic (and tentatively exhaustive) literature review.
^Saini, Anshul (11 April 2009). Differences Amongst High Streets in the United Kingdom: As Perceived by the Consumers. IndraStra Papers. ISBN 979-8-6735-1307-1.
^Smyth 1994, p. 3
^Gordon 1999, p. 1001
^Gordon 1999, p. 1001
^"What To Do". Maranello. 6 April 2017. Archived from the original on 21 April 2017. Retrieved 6 April 2017.
^Spillman, Benjamin (15 April 2009). "LVCVA: What works here, stays here". Las Vegas Review-Journal. Retrieved 15 April 2009.
^Metti, Michael Sebastian (1 June 2011). "Jerusalem – the most powerful brand in history". Stockholm University School of Business. Archived from the original on 12 June 2011. Retrieved 1 July 2011.
^Scott Cutlip (1995) Public Relations History, "Seattle shows the way for cities", pp 166,7
^Dinnie, Keith (2011). City Branding. New York: Palgrave Macmillan. pp. 150–158. ISBN 978-0-230-24185-5.
Citymarketing (related to city branding) or Place Marketing is the promotion of a city, or a district within it, with the aim of encouraging certain...
Marketing is the act of satisfying and retaining customers. It is one of the primary components of business management and commerce. Marketing is typically...
orchestrated an elaborate formal marketing debut on February 7, 1967, held at the Four Seasons Restaurant in New York city's Seagram's building. The fountain...
Marketing strategy is an organization's promotional efforts to allocate its resources across a wide range of platforms and channels to increase its sales...
longer meaningful. Today, a city's promotion of its cultural activities dovetails with place branding and citymarketing, public diplomacy techniques...
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or...
Social marketing is a marketing approach which focuses on influencing behavior with the primary goal of achieving "common good". It utilizes the elements...
media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are...
Diversity marketing, also known as inclusive marketing, inclusion marketing, or in-culture marketing, is a marketing paradigm which sees marketing (and especially...
following outline is provided as an overview of and topical guide to marketing: Marketing – social and managerial processes by which products, services, and...
The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and...
Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product...
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products...
Influencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers...
mentioned in the city'smarketing, and alluded to in a speech by former Chancellor Angela Merkel. The theory proposes that the city of Bielefeld (population...
Business marketing is a marketing practice of individuals or organizations (including commercial businesses, governments, and institutions). It allows...
Italy unification in 1861. The Biennale immediately put forth issues of citymarketing, cultural tourism and urban regeneration, as it was meant to reposition...
Sports marketing as a concept has established itself as a branch of marketing over the past few decades; however, a generally accepted definition does...
interpretations. Many cities have already adopted some sort of smart city technology. Smart city initiatives have been criticized as a marketing fad, poorly adapted...
Rural marketing is the process of developing, pricing, promoting and distributing rural specific products and services leading to consumer satisfaction...
for City EV". Edmunds.com. Archived from the original on 2011-04-04. Retrieved 2011-04-04. Brad Berman (2010-11-15). "Think Reveals CityMarketing Strategy...
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against other advertisers...
Salesforce Marketing Cloud is a provider of digital marketing automation and analytics software and services. It was founded in 2000 under the name ExactTarget...
Marketing buzz or simply buzz—a term used in viral marketing—is the interaction of consumers and users with a product or service which amplifies or alters...
that are being organized by the Stadtmarketing Bad Godesberg e.V. (citymarketing department of Bad Godesberg). Some of which are flea and antique markets...
Global Information