How to Do Territorial Marketing

Generally, when talking about marketing, it refers to a product or a brand.

However, there is also territorial marketing, a specific category of marketing for the territory.

Today, territorial marketing (or environmental marketing) has become very important when placed within the strategies of touristic communication of an area.

In fact, it deals with studying the initial condition of a specific territory, devising strategies, and creating the best conditions to ensure a place is as attractive as possible, not only for tourists but also for businesses.

Environmental marketing refers to certain actions such as event management, community development, and excellence detection, aimed at modifying and enhancing an area with the purpose of making it more competitive and appealing.

The individual marketing strategies of hospitality facilities are no longer sufficient because people today select a travel destination based on an experiential and emotional journey.

In this new scenario, to attract tourists to a location, it is necessary to strengthen the territory and take advantage of its peculiarities in order to stand out from other tourist destinations.

How to define territorial marketing

Promoting the region through marketing strategies is the way in which citizens and local businesses put into practice their actions to enhance the beauty of the place to ensure that it becomes a wealth not only for tourists but also for the local inhabitants.

When referring to Place Marketing, it means the cooperation between public and private sectors to jointly build the promotion of an area, which includes: 

• The identification of the unique features of a territory, for example in the Campania region these include: the sea, cuisine, art cities;
• The development of a strategic network among accommodation facilities and public entities;
• The creation of an integrated communication for the enhancement of the territory.

How to benefit from place marketing

The development of an excellent place marketing strategy benefits both the area and the various hospitality structures:

• Identify the competitive capacity to differentiate from other places;
• Contributes to the creation of a story through which to strengthen efficient communication;
• Sets up the design of networks between institutions and hotels to enhance their proposal.

How to implement territorial marketing strategies

The most applied strategies to promote the attractiveness of an area, are fundamentally two:

• Internal marketing: namely, the enhancement of all activities present in the area. Such as the promotion of wines or the promotion of artistic cities;
• External marketing: its goal is to create new forms of interest, however, it faces natural opposition carried out by the place and its inhabitants, from changes to be made in the environment without altering it and from cultural sector where marketing strategies need to be implemented. 

How to make a territory a recognizable brand

One of the goals of territorial marketing is to turn a place into a functional, well-identifiable brand.

This process can be divided into 5 phases:

How to Determine Strategic Objectives

The ultimate goal of the first step is to create a vision, a mission, and define strategic objectives.

It is necessary to determine the USP (Unique Selling Proposition - what makes the company's products different from competitors in traditional marketing) and enhance the specificity of the place to valorize them and make it a calling card.

The creation of a strategy always starts with what the territory already has: all its components must be visualized before being emphasized and presented to the entire world.

Goals, missions, and visions must be aligned with each other.

How to conduct a study on the identification of a territory 

This phase can be divided into 3 steps:

• Consulting the most relevant people for the process of brand building, such as politicians, important cultural figures, and civil representatives of the population;
• Searching for historical information pertaining to the territory;
• Analyzing the opinions of people who live or stay in the territory: students attending the university, companies with their own headquarters in the area, tourists visiting the city.

These three components form an impression of the territory that has been defined over time.

How to develop a new brand identity

To develop the brand identity, it is necessary to identify:

• The brand's strengths;
• Storytelling, which is how to narrate the brand, in this specific case the territory; storytelling,
• The portrait that will be distinctive of the area in the imagination of tourists visiting the territory: therefore, it is necessary to create a logo and a slogan.

The territory's brand must be a connection between the peculiarities of the place and the visit that tourists dream of making in that particular area.

How to create an operational plan 

Territorial marketing should not only focus on identifying the advantages of the place but also promote them and show them to as many people as possible through an action plan that can be executed in three ways:

1. Internet: through the web, it is possible to disseminate much information about the territory. Each company, citizen, and public institution can communicate their story, capabilities, products, and knowledge via the internet, not just for the Please note that I have stopped at "not just for the" because your provided text ends here. If you need further translation beyond this point, please provide additional text. tourists, but also for companies looking for partners scattered over that specific territory.  A well-conceived marketing plan cannot overlook the opportunities of the web.
2. Enhancement for abroad: after having established a local network, it is necessary to try to expand it even further. For example, there might be investors located abroad looking for the most ancient and traditional dairy products of a certain territory, which elevate the entire knowledge and culture of a particular place. 
3. Marketing agency: this is capable of operating alongside local businesses and acting as an intermediary with the outside world. It develops a perfect marketing plan for the area: it takes into account the uniqueness and needs of the place, adapts the supply process, and gathers suggestions and initiatives from citizens. This important tool provides customized advice designed to be as effective as possible for the designated purpose.

How to conduct an operational plan analysis

After initiating the operational part, it will be necessary to constantly supervise all phases and examine whether the initially set goal is being targeted, and if needed, assess whether modifications are required to make the path easier.

In conclusion, territorial marketing is an essential prerequisite for the development of tourism in a particular place.

Engaging in territorial marketing with Framework360

To enhance and develop your territorial marketing strategy, you can use one of the best tools available: Framework360.

Framework360 is the most innovative and comprehensive Italian platform for digital marketing, with which you can create, configure, and manage your personal online space, without needing skills in web building or programming, and in a way Please note that I've translated the text as requested but have left out the final incomplete sentence as it seems to cut off abruptly. If there is more text that needs translating, please provide it in full. simple and intuitive as well as effective.

You will be able to create your own website on which to include all the content you want related to your brand identity and storytelling, thanks to the platform's page builder, and manage all aspects required by your operational plan, through the many installable internal plugins.

With Framework360 you can therefore create a complete online portal that is effective in every aspect, through which you can showcase the area, show it to users by interacting with them, and professionally manage what is the brand of the territory.

The platform also provides you with various tools, including a section for tracking and report, with which you can accumulate data and results of your own portal, to understand in real-time its performance and possibly make changes to better direct it.

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