Page 13 - ENGAGE -- Issue #10 -- Fall 2017

Fall 2017
11
“Energy, consistency,
uniqueness, experience,
and experimentation
are ve key attributes
of a successful place
marketing campaign
that can be applied to
any branding practice.”
Ben Friedman
To do this, we need to understand who our clients are, where they hope to go, the world they operate in, and the people they hope to influence the most.”
While we may think of branding as a means to attract tourist dollars, that’s only part of the story. Today, states, cities, towns, and even neighborhoods compete fiercely to attract residents and businesses, which go hand in hand. To attract top talent in today’s job market, the businesses
that set up shop in these locales would be wise
to participate in a bit of place marketing. “It may
be cliché to say, but it’s important to keep in mind that everything (and everyone) can easily be connected today,” Friedman says. Now, more than ever, we need to listen to our colleagues, friends, neighbors, media sources, and other influencers
when it comes to exploring best places to live, work, and play. “The most successful companies recognize that the value of their employees is just as important as the value of their consumers. Younger generations aren’t looking to stay in
one job or even one vocation forever. Because of this, recruiting and retaining talent is one of the most critical challenges any organization faces today. Companies that locate their operations in places where great experiences can be had and where life-and-work balance exists within the community are going to have an advantage over their competition. Place marketing plays a huge role in creating a brand around a community that potential residents and employees want to be a part of. And when local businesses participate in the community and its branding, it is win-win
for everyone.”
While place branding skills reside with highly
talented marketers developing and guiding us through their experiential marketing campaigns, it is obvious that we should ask a few of the same questions about our own brand and physical spaces: Are we creating opportunities for our consumers, employees, and future employees to engage with us on a deeper level? Will they have a great experience within our physical space? And, finally, will they return and spread the word about how great we are? n
3 THINGS MARKETERS
CAN LEARN FROM PLACE BRANDING
one
Engage the Community
Don’t wait for them to come to you; go to them. Look for opportunities to take your organization out into the community and have a bigger presence.
two
Authenticity
A cute slogan or catchy campaign theme won’t help if it isn’t authentic to who you truly are on the inside. A great campaign idea that doesn’t re ect, engage, and activate the people inside your place is just a theme or slogan that won’t sustain itself over time.
three
Consider Your Own
Place Identity
How is it communicated by your current employees and by your marketing? Brands are built over time, and that means you have many opportunities to in uence perceptions.
Photo credit: North American Properties
IDEAS YOU CAN USE
1 A daily trivia question written on a chalkboard can get people talking and change the dynamic of the environment. Perhaps write it on a sandwich board on the street in front of your business or in your lobby.
2Low-cost, high-impact meeting spaces inside your facility can be made available to groups in your community to host meetings, free yoga classes, pop-up craft fairs, shops, or performances. Getting people to spend a few hours at your facility makes a great impression.
3Photo-worthy murals on the side of your building or sponsored at other locations in your community are powerful, attention-grabbing, and social media magnets. Check out @KelseyMontagueArt and #WhatLiftsYou on page 16!