Territorial marketing what is it

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The beginnings of territorial marketing in Poland date back to 1989. As a result of political and economic changes, there was a dynamic expansion of the promotion of cities, communes and entire voivodeships. The image of individual areas is particularly important for visiting tourists or permanent residents. In the article you will learn the principles that should be followed when developing a marketing strategy for specific territorial units. You will also see how territorial marketing influences the perception of regions such as Poznań or Toruń . CONTENTS: Introduction to territorial marketing The art of good territorial marketing Conclusions Introduction to territorial marketing You are still asking yourself the question: what is territorial marketing ? Are you wondering why it plays such an important role in managing local space? Then we hurry with the answer! Place marketing, also known as territorial marketing, focuses on preparing and then implementing well-thought-out marketing strategies to promote territorial units. When we talk about a specific branch of marketing, we mean: cities, counties, municipalities, voivodeships, regions, states, countries. Place marketing goals One of the main goals to be expected from place marketing is to change the perception of a given area in the minds of local residents and external customer groups. Maximizing profits is an extremely important aspect.

Objectives aimed at achieving specific results deserve particular attention: creating a Special Database positive image of the promoted region/city/voivodeship, making territorial units more attractive and improved, expansion of services provided by public authorities, especially where there are obstacles to making them available to business entities or the local community, identifying the real needs of residents, guaranteeing local institutions and communities conditions for using public services, improving communication between representatives of local authorities and residents, increasing society's satisfaction in segments such as working conditions or development opportunities in a given territory. In territorial marketing, the priorities are: attracting investors, encouraging future students to study at a specific university, intriguing tourists to choose a given destination, and presenting the city as an ideal place for self-fulfillment and making further life plans (settlement, permanent employment). The art of good territorial marketing A place marketing strategy, like any other type of marketing, should be carefully prepared. First of all, you need to take care of 5 basic elements. Which ones are we talking about? Actual goals and a specific audience Territorial marketing will work well where criteria directly related to the target and goals have been specified. It is worth using the SMART model, which will allow you to understand what exactly you are trying to achieve in the promotional activities you are developing. Graphic design The coat of arms often turns out to be an insufficient distinguishing feature of the city, which is why representatives of the authorities decide to go a step further. They undertake to create a logo or promotional slogan that will reflect the nature of the promoted area.




For example, Poznań combines Eastern human resources with popular Western ideas through the slogan "Eastern Energy, Western Style". An image of a city that constitutes a link between Western and Eastern Europe is then formed in the recipient's mind. Promotion places Place marketing is not limited to posters, advertising slogans or innovative logos. The path to success is to try to find a product, service or value around which you can build a comprehensive city marketing strategy. What does it mean? The originators refer to the atmosphere in a given region  the city of know-how"), the food (swietomarcińskie croissants in Poznań) and even the architectural style ("Toruń - Gothic to the touch"). City placement City placement means "locating a city". This is a situation when a given place becomes the background for events occurring in film productions, books or games.