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Les entreprises agissent sur l’attractivité du territoire
The involvement of Companies in Territorial Attractiveness Strategies
Vincent Gollain IAU Ile-de-France, Director, Economic Development Department
[email protected] @VincentGollain
IAU Ile-de-France & I
IAU Ile-de-France,
Foundation for Better Living Cities
IAU = the Paris Region Planning and Development Agency.
We have more than 160 experts
I’m the Director of the Economic development Department
I’m also the President of the Territorial Marketing Club of ADETEM / CNER and
author of books and methods
Fields of expertise: Economic Development and Marketing
NEW
http://boutique.lagazette.fr/reussir-demarche-marketing-terri-option.html
The Menu
•Why Involvment of Companies in territorial Development and Attractiveness is strategic?
•How does-it work?
How to define Attractiveness?
The attractiveness of a territory can be defined as its ability to attract specific
resources from outside and to locally retain those that are re-competed by
other territories.
Why and how companies are involved in Attractiveness?
WHY INVOLVEMENT IS STRATEGIC?
Companies are already a key Component of Attractiveness
Integrated in the territorial Value Chain
New activities and jobs boost competitiveness New destinations, new visitors
Attractiveness is key, but Competition is increasing
ATTRACTIVENESS
IS NOT
AUTOMATIC.
YOU HAVE TO
WORK ON IT!
Go further by Cooperation to create a win-winSituation
• By working together companies, localauthorities and other players could create anadditional « territorial Value-added » andreinforce the competitiveness
• Collaboration: a « State of Mind » + Projectmanagement Method
• Collaboration needs time
HOW DOES-IT WORK?
You can collaborate @ each Step of the Branding and Marketing Strategy - the TRACER Model
TOGETHER
REPUTATION
AFFINITIES
CONVERSION
ENGAGEMENT
RETENTION
Collaboration : co-construction, co-management of the strategy, co-implementation
The Power of Alliances (Together)
1. Create a common ground for collective work / 2. Build a shared vision / 3. Create an alliance of public and private partners / 4. Co-construction
And also: London Entreprise Panel, Dedicated Commitees in Seoul, Partnership for New-York City, GreaterToronto Marketing Alliance, Council for Attractiveness (Paris Region), etc.
You can brand Places to improve the Reputation
= TELL A GREAT STORY WITH COMPANIES
Based on Affinities, choose with companies the Targets
= TARGET YOUR RIGHT « FANS »
Convert together the Prospects (On and Off-line)
= ENHANCE YOUR DELIVERY. EXAMPLE OF SHOW-ROOMS
Atlanta
Lyon
Val de Garonne
Use Social Media and brand Ambassadors to increase your Influence (Engagement)
= PROMOTE YOUR DESTINATION BY INFLUENCING
Work on Business Retention & Fidelisation
= HELP DEVELOPMENT OF EXISTING BUSINESS ACTIVITIES & INCREASE NUMBER OF REPEATERS
Retention is key because Location Criteria are changing
• The five pillars of the New World: Digital, Sustainable,Interconnected, Personnalized and collaborative
• Location criteria are changing: urbanization (globalscale), revitalization of enlarged downtown,collaboration, etc.
• More and more companies are driven by the locationcriteria of key salaries: creatives (R. Florida), digitalNatives (It companies and Business units, etc.),Researchers, etc.
Amenities create attractive Places for PeopleNew Urbanism / Collaborative Urbanism / PlaceMaking – new approaches centred on people
Businesses and PlaceMaking: the 5 Reasons
• They are directly concerned by the geographic areaof the projet and make business
• The area is a key Gateway to the Community andthey want to improve the experience of the visitors/ business travelers
• Some of their employees are involved inPlacemaking activities (Volunteers)
• They want to help the Community and reinforcetheir brand to Costumers
• They are already engaged by an activeparticipation to a local Community Board
“Through the placemaking process, we listen to the needs and wants of the local community and work with local partners and Project for Public Spaces to determine the amenities and ongoing programming that will support those needs.”
Marilee McInnis, SWA’s spokesperson for the Placemaking Program, 2014
Airlines serve many destinations, but Southwest Airlines is working to make sure the destinations it serves are better places for their passengers to visit.
