Territorial marketing is a trend in the market and allows a region to position itself at national and international level, projecting a strong and appealing image for the world with a focus on development and business and income generation. Territorialization has several advantages, and can be a strategic tool to strengthen the position of a brand in a given territory or place. In this article I will tell you what you need to know about territorial marketing and how to do it!
Contents
Toggle- Explaining territorial marketing
- How territorial marketing came about and evolved
- The example of territorial marketing coming from France
- And in Brazil? “Beautiful Discover” Project is reference
- How to do territorial marketing
- Conclusion
Explaining territorial marketing
Also known as place marketing, territorial marketing is a discipline that adapts the principles and techniques of traditional marketing for the development and promotion of geographic regions, cities, neighborhoods and even countries. Its main objective is to increase the attractiveness of the territory to several target audiences, including investors, tourists and residents, thus promoting its economic, social and cultural development.
By valuing the unique characteristics and resources of a place, territorial marketing seeks to create a positive and differentiated image, stimulating sustainable growth and improving the quality of life of the inhabitants. Essentially, it develops strategic plans to promote certain parts of interest, while improving general well-being.
How territorial marketing came about and evolved
As a concept, territorial marketing began to gain momentum in the 1970s and 1980s, in a context where cities and regions faced growing competition to attract businesses, tourists and also new residents. This period was marked by significant economic changes, including deindustrialization in many regions and globalization, which intensified the need for regions to stand out to ensure economic growth and sustainability.
The idea was to use traditional marketing techniques, which until then were applied mainly to products and services, to promote specific places, emphasizing mainly their unique qualities and opportunities.
Over time, territorial marketing has evolved from simple campaigns of tourism promotion to more complex and comprehensive strategies. This evolution included the development of the so-called “territorial branding”, where regions began to create strong and recognisable marks that could reflect their identity and values.
The focus was expanded to include sustainable development, recognizing that the attractiveness of a territory is directly linked to the quality of life offered and to the responsible management of natural and cultural resources. In addition, digital integration has become an essential part of territorial marketing strategies, with the use of digital technologies to reach and engage global audiences, using tools such as social networks, interactive websites and diverse digital marketing campaigns.
The example of territorial marketing coming from France
The ONLYLYON project, launched in 2007, aimed to promote Lyon as a tourist and cultural destination of excellence in France. The intention was to develop an integrated territorial marketing strategy, focused on the appreciation of the city's image and its promotion as a creative and innovation hub.
To achieve the objectives, the city was divided into twelve thematic areas, each representing a specific sector of activity, such as culture, design, gastronomy, architecture, technology, among others. Each area had a coordinator responsible for the management of the activities developed there, ensuring a transversal and collaborative approach.
All efforts have been made to promote the city as a place where creativity, entrepreneurship and innovation thrive, attracting talents, investments and visitors from various countries. In addition, the project highlights the diversity of the city and encourages visitors to discover its many facets, from historical heritage to the most contemporary trends.
A key element of territorial marketing with this example from France was the creation of a comprehensive digital platform, which includes a website, social networks and mobile applications. This digital tool allows residents and visitors to access up-to-date information about events, services and opportunities in the city, as well as facilitating interaction and exchange of ideas between the different actors involved in the project.
And in Brazil? “Beautiful Discover” Project is reference
O “Find out Nice” it is a territorial marketing project idealized by the Municipal City Hall of Bonito (MS) in partnership with Sebrae/MS. Launched in 2013, the project aims to promote sustainable tourism in the municipality, internationally recognized for its natural beauty, such as the Grotto of Lake Azul and the River Sucuri.
What makes “Beautiful Discover” a remarkable example of territorial marketing?
Focus on sustainability: The project prioritizes the preservation of the environment and the enhancement of local culture, as well as encouraging responsible tourism, with practices that minimize the environmental impact and benefit communities. It has stamps and certifications that prove commitment to sustainability, such as UNESCO Biosphere Destination Seal.
Valuation of local identity: The “Discover Bonito” highlights the rich culture and history of the municipality, promoting typical events, gastronomy and crafts. It enhances the hospitality of the Bonitense people and offers authentic experiences to visitors. Strengthens local identity and generates income for the community.
Diversity of products and services: The project offers a variety of options for all tastes and pockets, from luxurious hotels to charming inns. Includes activities for all profiles, such as trails, water sports, adventure and relaxation. Promotes agrotourism and community-based tourism, connecting visitors to local culture.
Effective digital marketing: The “Beautiful Discover” has a strong online presence, with well-structured social networks and communication channels. It uses digital marketing strategies aimed at attracting national and international tourists. Monitors results and adjusts campaigns according to market trends.
Strategic partnerships: The project is supported by several partners, such as companies, tourism agencies and NGOs. This support network contributes to the dissemination of the destination and the development of new products and services, generating synergies and strengthening the territorial marketing of Bonito.
How to do territorial marketing
To achieve the expected results, territorial marketing should be understood as a strategic tool used to strengthen the position of a brand in a given territory. Territorial strategies are divided into three main axes:
1. Analysis of the social and economic environment of the area that aims to promote
In this regard, it is important to know what the market is like and what the competitive scenario is like. This requires a deep understanding of the economy and local society. You should analyze the socioeconomic context of the region and determine whether there are specific factors that may affect the success of the project, such as logistics and infrastructure problems. After identifying the key points to consider, you can start analyzing the different aspects of the territory, to validate territorial marketing.
2. Identification of the target audience
Territorial marketing is a continuous process that requires effective research, planning and execution. By identifying and understanding your target audience, you can create more targeted and effective marketing campaigns that will help you achieve your business goals.
Define your target audience precisely:
- Demographic data: Age, sex, income, location, education, etc.
- Psychographics: Interests, values, lifestyle, hobbies, etc.
- Behavioral: Habits of purchase, use of media, preferred channels of communication, etc.
Use search tools:
- Online searches: Questionnaires, polls, discussion groups.
- Data analysis: Sites, social networks, CRM.
- Market studies: Reports, research, statistics.
Important: Territorial marketing is always associated with a certain tone of voice, and each one needs to be adapted to the desired type of communication.
3. Definition of the goals to be achieved
Territorial marketing, when applied with mastery, transforms territories into poles of development and attractiveness, boosting local socioeconomic growth. To achieve this goal, the definition of clear and measurable goals should be a priority and serve as a compass to guide actions, evaluate progress and celebrate achievements.
To set effective targets in territorial marketing, follow these steps:
Understand the context
- Analyze the socioeconomic reality of the territory: unemployment rates, income, education, infrastructure, etc.
- Identify the strengths and weaknesses of the territory: natural resources, culture, gastronomy, etc.
- Understand the needs and desires of the local population: expectations, desires, challenges, etc.
Prioritise goals
- Identify the most important and urgent targets.
- Focus your resources and efforts on the priority targets.
Set performance indicators
- Set metrics to track progress of each target.
- Use data analysis tools to monitor results.
- Examples: number of visitors, hotel occupancy rate, income generation, job creation.
Report the goals to the community:
- Transparency is fundamental to the engagement of the population.
- Disclose targets on different communication channels.
- Promote community participation in building the future of the territory.
Conclusion
Territorial marketing is a powerful tool for local development. By drawing on examples of success and adapting strategies to your reality, you can boost the growth of your territory and build a prosperous future for your community. This is true for both companies and marketers.
Above all, it needs to be viewed as a continuous process that requires dedication, creativity and work together. By following these tips and adapting them to the reality of your territory, you will be on the right path to build a prosperous and sustainable future.
