Magazine article Marketing

Opinion: Marketing Society - Make Place Your Business

Magazine article Marketing

Opinion: Marketing Society - Make Place Your Business

Article excerpt

As a long-time reader of Marketing, it once seemed that the marketing fraternity was only concerned with big budgets and FMCG. If you couldn't drive it or buy it in a supermarket, it scarcely warranted a mention.

But, over the past 10 years, a whole industry has grown up around the concept of 'place marketing', which has gone largely unnoticed among my marketing colleagues.

Tourism gets a lot of coverage, and the sophistication of destination branding has improved immensely - witness the success of the '100% Pure' campaign from New Zealand and the 'Big country' campaigns of the Wales Tourist Board.

However, place branding is always assumed to be about consumer communications, which ignores a significant opportunity - place marketing to businesses.

There were probably just a handful of regional development agencies 20 years ago, promoting the traditional offerings of land, labour and lolly.

Today, there are hundreds of national, regional and sub-regional players, all offering the same things, backed by eye-watering marketing budgets.

In the UK alone, there are nine regional development agencies (RDAs), all pitching alongside Scotland, Wales and Northern Ireland for a decreasing number of businesses. …

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