European Cooperation Fair 27

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European Cooperation Fair 27 28 June 2005 in
Brussels

• Regional Marketing
• Promote local business -
• access new markets

Jyrki TiainenProject DirectorFinnish Furniture
Expertise Centre
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.. and now Lets go around the table!
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Round table regional marketing

• Roundtables are supposed to last between 30 45
  minutes (depending on the dynamics in the group
  of max. 20 persons) and will be repeated until
  the next lunch- or coffee break.

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Round table regional marketing

• Next Power-Point is containing the basic messages
  we are going to discuss around the given theme.

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Round table regional marketing

• Those who wish to talk about a concrete case
  study to ignite the discussion in the roundtable
  should have filled in the case study template.

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Key observations in regional marketing (Kauhajoki
6.4.05)

• Recognize your own area dignity for inner brand
• get to know your own region/ companies and their
  real needs
• Must be done before planning the marketing
• Recognize the marketing objects for external
  brand
• First and the most important target group is the
  regional people themselves
• Then comes marketing to the others
• Inner brand must be strong before external brand
  can be done, be aware it takes time, money and
  work
• Co-operation steps for better marketing
• Let's share good and bad experiences
• Lets study together what is regional marketing
• If it is wise to do co-operation in marketing
  between regions - is a good question isnt it?

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Brand

• Globalisation reduces differentiation
• Differentiation is the foundation of marketing
• Regional brand, tells the real difference
• Every region contains some unique things
• Recognizing the unique things is a good start of
  differentiation strategy
• Differentiation strategy means
• Making the inner brand first
• and that is done by creating the identity from
  the unique and excellence things of own region

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Competition tools

• Hard competitiveness
• Infrastructure, buildings, offices, supporting
  packages
• Easy to copy, imitate and promote
• Weak tools in differentiation
• Soft competitiveness
• Area spirit,  entrepreneurship, tradition,
  culture, people, leadership, know-how in
  marketing networking
• Difficult to copy, often unique, can be made in
  long development process, not only with money
• Strong tools in differentiation

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Image

• Building up the image creates the possibility for
  sustained temptation and attraction of the area
• Building up the good image is not a magic trick
  it is not an easy job, which a consultant can
  just do
• Building up the good image is a long lasting,
  wide effective process of regional planning and
  development
• It needs
• Systematic research
• Resources
• Co-operation
• Commitment
• DIFFERENTIATION not IMITATION

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Regional marketing together? added value through

• Know how transfer
• Develop together
• Market together
• More economic way
• Needs professional partners
• Needs more time
• Preparation must be done carefully
• Needs good information
• Needs new way of thinking