Transcript Leader+ Summit Kauhajoki Round Table 7.4.2005

European Cooperation Fair
27 – 28 June 2005 in Brussels
Regional Marketing
“Promote local business access new markets”
Jyrki Tiainen
Project Director
Finnish Furniture Expertise Centre
.. and now Let´s go around the table!
Round table – regional marketing
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Roundtables are supposed to
last between 30 – 45 minutes
(depending on the dynamics in
the group of max. 20 persons)
and will be repeated until the
next lunch- or coffee break.
Round table – regional marketing
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Next Power-Point is containing
the basic messages we are
going to discuss around the
given theme.
Round table – regional marketing
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Those who wish to talk about a
concrete case study to ignite the
discussion in the roundtable
should have filled in the case
study template.
Key observations in regional
marketing (Kauhajoki 6.4.05)
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Recognize your own area dignity for inner brand
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Recognize the marketing objects for external brand
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get to know your own region/ companies and their real
needs
Must be done before planning the marketing
First and the most important target group is the regional
people themselves
Then comes marketing to the others
Inner brand must be strong before external brand can
be done, be aware it takes time, money and work
Co-operation steps for better marketing
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Let's share good and bad experiences
Let´s study together what is regional marketing
If it is wise to do co-operation in marketing
between regions - is a good question – isn´t it?
Brand
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Globalisation reduces differentiation
Differentiation is the foundation of marketing
Regional brand, tells the real difference
Every region contains some unique things
Recognizing the unique things is a good start
of differentiation strategy
Differentiation strategy means
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Making the inner brand first
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and that is done by creating the identity from the
unique and excellence things of own region
Competition tools
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Hard competitiveness
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Infrastructure, buildings, offices,
supporting packages
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Easy to copy, imitate and promote
“Weak tools in differentiation”
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Soft competitiveness
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Area spirit, entrepreneurship, tradition,
culture, people, leadership, know-how in
marketing networking
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Difficult to copy, often unique, can be made
in long development process, not only with
money
“Strong tools in differentiation”
Image
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Building up the image creates the possibility for
sustained temptation and attraction of the area
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Building up the good image is not a magic trick; it is
not an easy job, which a consultant can just do
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Building up the good image is a long lasting, wide
effective process of regional planning and
development
It needs:
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Systematic research
Resources
Co-operation
Commitment
DIFFERENTIATION not IMITATION
Regional marketing together?
added value through
+ Know how transfer
+ Develop together
+ Market together
+ More economic way
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Needs professional partners
Needs more time
Preparation must be done carefully
Needs good information
Needs new way of thinking