Place marketing

1
Place marketing Place communicationPrinciples,
Experiences, Solutions

• Karlis Apkalns
• Jelgava, 8th June, 2007
• Siauliai, 14th June, 2007

2
Rules of the Seminar

• Everybody is equal
• All the questions are good questions
• Exemption the question not asked
• Comments / experiences
• Languages???
• Mobile phones
• Time

3
Who is Karlis Apkalns?

• Business management and marketing specialist,
  MBA
  
• Experience
• Has worked as a project director in leading
  Latvian advertising agencies on the clients like
  Coca-Cola, Statoil, SEB, Electrolux and other
  
• Head of IBM Latvia and Scania Latvia marketing
• Member of PR Award of the Year jury
• Teaches and studies
• Lecturer of Rigas Business school, certified
  trainer in business training companies
  
• Doctoral student at Latvian University
• Master thesis Brand Latvia communication
  strategy in the world
  
• The thesis were presented as a schools gift to
  the of Riga Business School graduation ceremony
  2004 honorary guest President of Latvia Vaira
  Vike-Freiberga
• Teaches courses at
• Marketing / Communications / Services management
  / Project management / Art of Presentation Ideas

4
Who are participants?

• Where I am from?
• What do I do?
• What do I want from this seminar?

5
Siauliai Agenda

• Topics covered in Jelgava (really shortly)
• Public Relations / Media Relations
• Lets make NEWS and STORIA!
• Questions, discussions, experiences

6
Jelgava seminar IFour hours in 10 minutes

• Place Product development
• Urban Design
• Urban Planning
• Infrastructure Design
• Basic Services Police, Fire, Education
• Economic Development
• Community Development
• Natural Beauty and Features
• Marketplaces
• Events and Occasions
• Recreational and Entertainment
• Sport Arenas
• Cultural Attractions
• Other Attractions
• History and Famous Personages

• Place marketing is for
• Tourism
• Investments
• Exports
• People
• Communication is influenced by
• History of place
• History of communication
• inertia of the work with markets
• successes or failures
• impression created in the past
• events happened
• experienced communication experts
• recognized spokespersons
• Global trends
• Competitive positioning
• Coincidences

7
Jelgava seminar IIFour hours in 10 minutes

• We sell legends
• To sell means to earn money
• Good legend has
• Something naturally attractive
• Something a bit dramatic
• Something a bit mystic
• Good legend/brand is
• Valid
• Believable
• Simple
• Appealing
• Distinctive

• Place information channels
• Advertising in Mass Media
• Foreign Mass Media
• Notable Citizens Abroad
• Events and their Promotion
• Countries Brands in Foreign Markets
• Investment Trade Promotion Agencies
• Personal Private and Business Contacts
• Foreign Policy

8

• Public Relations
• WHAT, WHY HOW?

9
PR what is it?

• Definitions
• From normal people
• From academicians
• Audiences
• Main PR functions
• Main PR tools
• More frequent tools
• Wider list

10
Definition (by normal people)

• Organization, enterprise, product, country,
  person, interest, idea
  
• Image improvement, promotion within the society
• Improvement of the recognition
• Focusing attention on positive intents and
  practices
  
• Recovery of the image and reputations if
  something has gone wrong
  
• Some colleague to Karlis Apkalns

11
Definition (by academics)

• Public relations are management function the
  establishment and maintaining of mutually
  beneficial relations between the organization and
  those publics who influence successes and
  failures of this particular organization
• S.M. Katlips, AH. Senters, G.M. Brums,
  Sabiedriskas attiecibas, Avots, 2002

12
PR functions

• Publicity
• Communication
• Public affairs
• Issues management
• Government relations
• Financial public relations
• Community relations

• Industry relations
• Minority relations
• Advertising
• Press agentry
• Promotion
• Media relations
• Propaganda

13
What do PR people do?

• Deliver decisions to the public

• Shape the decisions

• Send out press releases

• Organize PR events

14
Groups of PR tools
Internet site
Community work
News
Corporate identity materials
Speeches
Special events
Audiovisual materials
Written information
15
PR tools
www.hillknowlton.lv
16
PR target audiences

• Mass media
• Publicity
• Image improvement
• Employees, suppliers clients
• Raoana un paterina iesaistito puu informetibas
  un lojalitates veicinaana
  
• Government State
• Establishment of stable and positive
  relationships
  
• Mediation of problem and differences in opinions

17
PR advantages

• PR can not fully substitute paid information
  delivery channels, at the same time
  
• Society is more open towards information
  delivered through PR means than through
  advertising
  
• If PR is done in a qualified way, it is cheaper
  than paid information spreading channels
  
• PR has opportunities that you can not reach
  through paid channels

18
PR Evaluation from Some Corporation

• Editorial material has more value than
  advertising
  
• Editorial costs / benefit the cost of the
  advertising of the same place 3
  
• Editorial pictures has the same value as the
  advertising of the same size

19

• PR Professional and Media
• HOW?

20
Creation of Media Content

• Specifics of Baltic media market
• Limits of the market depth and its consequences
• Multitude of the topics to be covered by Baltic
  journalist and its consequences
  
• Problems in PR work and additional opportunities
• Information flow inside media
• News agencies
• Press releases
• Information flow among media
• Uz noteiktam temam specializejuies urnalisti
• Specializacijas iespaids un urnalistu mainiba
• Editorial politics will the message appear in
  the media?
  
• Gatekeepers and other variables
• Time frame of the media creation
• TV cameras, photo studios etc.
• Pictures for the media

21
Two way dependence in PR practice

• Why do journalists need you?
• Limited access to the information
• Limited time resources
• Laziness
• Peculiarities of emerging markets
• Why do PR professional needs a journalist?
• You can achieve (positive) publicity only if you
  will be useful to the journalist
  
• Match of info/media and media/info

22
How you can become valuable to a journalist?

• Information and expertise
• Knowledge of wide set of topics
• Expert consultations, comments and oppinions
• Additional information resources
• Pictures
• Assistance in the preparation of the materials
• Information gathering
• Participation in the creation of the materials
• Final check of professional and factual details

23
Easy Publicity

• Publicity is really not difficult, if
• Information matches the format of the media and
  the particular topic covered by the journalist
  
• Formula for success to deliver
• The right one peace of information
• To the right one journalist
• In the right one time
• In the right one format
• With the right one sales message

24
Info/Media and Media/Info Match

• Daily newspapers
• Hot news, events that has immediate importance,
  economics, politics, cultural events, topics
  related to the supplements to some particular
  events and data, e.g. business, rest, travel,
  personalities, art
• Weekly newspapers, weekly supplements
• Wider topics on people, events, facts, it must
  not be with short life span, must have pictures
  supporting the topic
  
• Trade press
• Money, money, money how, how much, for whom,
  could I duplicate it etc.
  
• Journals
• Topics depend on the positioning and the
  information direction of particular journal.
  Pictures highly important.
  
• Radio
• News should be short and must match the radio
  rubrics. The focus should be on topics that you
  can explain without pictorials
  
• TV
• Pictures, pictures, pictures. Dynamic pictures,
  nice nature, impressive equipment, pretty people
  
• Internets
• Most dynamic media, supportive media resources
  that could offer additional information are of
  importance

25

• You gotta tell a story...

26

• NEWS STORIA

27
Interesting PR samples

• City Ventspils
• GE Money new office
• Prime minister Shkele and moles
• Prime minister Repshe from Mars
• President Paksas and planes
• President Paksas and helicopters
• Other

28
What is GOOD NEWS?

• Socially / politically hot event
• Referendum
• Change of government
• Change in taxes
• Business news
• Some firm has gone bankrupt, 5000 customers left
  with service undelivered
  
• Company X in one year has rose the income 7
  times
  
• Entertainment
• Prime minister fights with moles / President
  flies the plane under the bridge
  
• David Beckham has got a new hair-cut
• All the bad news
• Somebody has not paid for something
• Ferry Estonia has sank
• Some city pays for the heating in the winter, but
  municipality is unable to supply it
  
• Anything negative, that emotionally touches the
  audience

29
What is NOT NEWS?

• We do our duties as we are supposed to do
• Our company has opened a shop
• Our company rose from 17th place in the industry
  to 11th place
  
• Our municipality has printed some brochure

30
What you can make your NEWS from?

• We are the best in our country (find some
  aspect where it is true)
  
• We do our duties as we are supposed to do
• We have launched a new business model in our
  country (find some aspect where it is true)
  
• Our company has opened a shop
• In this highly competitive industry our company
  has showed a significant growth.
  
• Additionally we have gathered the information on
  the overall situation in our industry. We are
  ready to provide this information to you in the
  time and format convenient to you
• Our company rose from 17th place in the industry
  to 11th place
  
• There will be a special event nearby the unique
  object that is of interest to many travelers. The
  fresh information kit will be distributed to
  those who will be present.
• Our municipality has printed some brochure

31

• Place Public Relations
• HOW?

32
Steps in Place Communication

• To get clear of what do we have on hands
• To get clear of what our target audience could be
  interested in
  
• To formulate our message
• To deliver the message to the target audience

33

• If Im selling to you, I speak your language.
• If I am buying, dann mussen Sie Deutsch
  sprechen.
  
• Will Brandt, ex-Chancellor, Germany

34
This is not NEWS.How you could make one?

• ???
• We have a nice nature in our surroundings
• ???
• We have built new heating house
• ???
• Our major has some funny hobby
• ???
• Solution???

35
Questions for Group Work

• Based on what we have discussed
• What do we want to achieve?
• How can we raise the importance of the work we
  do?
  
• What is on your hands?
• How can you re-formulate or wrap?
• How could you deliver your news?
• Channels? Events? Other?

36

• Questions?
• Comments?
• Karlis Apkalns
• apkalns_at_gmail.com
• Mob. [phone]

37
Place marketingcommunication books

• Marketing Places Philip Kotler, Donald H.
  Haider, Irving Rein
  
• Free press 1993, ISBN 0-743-3636-x
• Comment Systematic work that will structure
  analysis and actions of place communication
  professional
  
• Competitive Identity The New Brand Management
  for Nations, Cities and Regions
  
• Simon Anholt, Palgrave Macmillan, 2007 ISBN
  0230500285
  
• Comment The most recent work by the leading
  consultant attracted for Brand Latvia
  communication activities
  
• Selling Places The Marketing and Promotion of
  Towns and Cities, 1850-2000
  
• Stephen Ward Routledge, 1998 ISBN 0419242406
• Comment Historical experience of place
  communication by different cities and towns.
  Especially relevant for the participants of this
  particular seminar
• Ogilvy on Advertising David Ogilvy
• Random House USA Inc 1987 ISBN 039472903X
• Comment Advertising legend David Ogilvy in his
  classical book covers the place communication as
  well. One of the first theoretical and practical
  analysis available of place communication.
• Par zimolu (latviski) Volijs Olinss
• Neputns 2005 ISBN 9984-729-60-5
• On brand (In English) Wally Olins
• Thames Hudson 2005, ISBN 0500285152
• Comment British brand building veterans, who has
  visited Latvia and consulted Latvian Institute,
  tells essays on his professional experiences and
  observations. Chapter on place communication
  included.