Marketing
Cities and
Towns
Dr. Bonita Kolb
Examples of Approach
http://www.youtube.com/watch?v=ysmL
A5TqbIY
http://www.youtube.com/watch?v=I_d7n
LAMAlE&feature=related
http://www.youtube.com/watch?v=y5Ec
3GPWwl8&NR=1
Tourism &
Economic Development
Not the only answer
Can supplement income of
businesses/organizations
Can change image of city
Brings other positive developments
Works best for city in transition
City as Product
Places
Buildings, cultural facilities, churches, parks,
paths, monuments
Events/services
Festivals, parades, plays, sports, tours,
cultural events, dining
Image
Exciting, historic, charming, friendly, artistic,
ethnic, spiritual
From Product to Benefit –
Providing an Experience
site, small town
Historic
Reinforcement of values
Entertainment venues
Excitement not found everyday
Nature
Removal of stress, return to basics
Community Support is Critical
for Success
People visit places
But remember people
And experience
People can spot a phony
Be yourself – but better!
Conducting a
Product Analysis
Determining the City’s Image
Who are we?
What is best about us?
What makes us proud?
What makes us unique?
What do we want to share with
others?
Analyzing the Benefits
the City Provides
Get people involved in process
Target to specific group
Determine what it does, not what it is
Differs with targeted segment
with business community
Link
Communicate with tourism employees
Core City Products
Tourist Attractions
Cultural and Non-Profit Attractions
Historical Sites or Monuments
Entertainment
Sports
Shopping
Supporting Products
Souvenirs and Tours
Restaurants
Lodging
Transportation
Other
Car rental
Religious services
Childcare
Augmented Product
Streets and sidewalks
Living heritage
Street fixtures
Buildings
Stores
Safety
People
Paths and Parks
Lodging Cataloguing
Clientele Services Style Cost
Families Pool Motel Free
Couples Fitness center Hotel Inexpensive
Young people Bar Extended stay Moderate
Elderly Free breakfast Campground Expensive
Packaging and Branding
the Event
Advantages of Events
Time saved on destination research
Ease of purchase
All products and services related to
area of interest
Less price risk
Provide a reason ‘excuse’ to visit!
Packaging the City for Tours
History reenactments
Ghost tours
Nature enjoyment
Sports events
Nightlife
Holiday theme
Social Media to Create an
Emotional Connection
Two way communication is critical
No more passive customers
People don’t trust marketing
Especially for experiences
Tourism is an emotional experience